Actor

When customer journey mapping, the actor is the person who is experiencing the journey.

When customer journey mapping, the actor is the person who is experiencing the journey. It’s the person you’re focusing on – either they represent your customer base, or it’s someone else you’re interested in researching.

Also there’s the cast, who are the people influencing the actor’s journey – i.e. if the actor is a B2B purchaser, these people could be clients, colleagues or stakeholders.