A goal refers to a desired end-state or outcome that a process, workflow, or journey is meant to achieve. It is the objective or purpose of a given activity or set of activities. Goals provide a clear and concise representation of what an organization is trying to achieve.

For example, in a customer journey map, goals might include improving customer satisfaction, increasing sales, or reducing churn. By representing goals in a diagram, organizations can better understand the desired outcomes of their processes, workflows, and journeys and to align their efforts and resources accordingly.

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