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A customer journey map should be updated regularly to reflect changes in customer behavior and preferences. This could be annually, semi-annually, or even quarterly, depending on the dynamics of the business and its customer base. It's important to keep the map updated to ensure it accurately represents the current customer experience and to identify any new opportunities or challenges.
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Per LinkedIn, the customer journey map is a technique that allows visualizing how customers interact with a brand. The advantage of using such a map lies in the fact that it forces a business owner or business manager to look at how customers actually experience the brand and not how your team assumes they do. Another main benefit of mapping a customer's journey is that "understanding and empathizing with customers lays the groundwork for meaningful interactions and successful business outcomes. It also provides a tangible framework for CX initiatives," LinkedIn Marketing Solutions Blog states.
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