Customer journey map: what it is and why you need one

When it comes to understanding your customer’s experience, there’s really no easy way. Many turn lớn customer journey maps. There are positives và negatives that come with customer journey maps, & lượt thích any other sale research và documentation, it comes down to lớn two things:

Identifying the goal và purpose behind it,Knowing how lớn actually apply and use it.

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If you go with customer journey maps, we highly recommover you keep the two criteria in mind.

What are customer journey maps?


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These maps are a compact visualization of an end-to-kết thúc customer experience, và they can take many forms (infographics, illustrations, diagrams – all that good stuff). These maps illustrate all the places and touchpoints customers come inlớn liên hệ with your br&, online or off… và they help you look at your brvà, product, & processes through the customer’s lens so that you can visualize their literal journey through the funnel.

In this post, we’ll be detailing the steps to help you craft a complete and comprehensive customer journey maps for your business, and discuss how to lớn evaluate and use it effectively.

Mapping the customer journey

In the late 90’s and early 2000s, digital marketers’ understanding of the consumer buying process was heavily based on the traditional, linear customer funnel – which is obsolete.


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Today, marketers understand that the path lớn purchase is not as linear as the funnel model would have sầu us believe sầu.

Buyers and browsers have more ways to interact with businesses than ever before, và the focus has shifted from getting people into your funnel lớn delivering an exceptional customer experience.

Why we should bản đồ the customer journey

 As David Weaver (co-founder of Vintage Cash Cow) explains:

“A successful customer journey maps will give sầu you real insight inlớn what your customers want and any parts of your product, br& or process that aren’t delivering.”

Customers these days want their experience with a br& lớn be connected & seamless. They expect companies lớn know and remember who they are & what they’re looking for (even across multiple touchpoints), so that they can piông xã up where they left off, without having to lớn repeat or clarify their needs.

Here’s the bottom line:

Customer journey maps give sầu businesses a way of getting inlớn their customers’ heads, helping them gain valuable insight and understanding regarding comtháng customer pain points. They also aid in building empathy for customers, helping brands understand what buyers want & how they feel.

Here’s where you come in.

Your job is to lớn take the knowledge & insights you’ve sầu amassed from your customer journey maps, and apply them lớn crafting engaging sale campaigns, high-converting landing pages, and more.

How To Create a Comprehensive Customer Journey Map

Matthew Fairweather, director of Matthew Fairweather Ltd, says:

Customer journey mapping is really a mixture of art và insight… But that’s just a visual aid. The real work in journey mapping is using all of the customer information and data available khổng lồ you from across the business & delivering a process and structure to their experience.


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Here’s what you need to lớn understvà about customer journey maps:

There isn’t an official template which you should be using… simply because no two customer journeys are the same!

Depending on the business, hàng hóa or service which is being mapped, best practices & kiến thiết may vary. This means you have sầu a great giảm giá khuyến mãi of freedom to lớn explore and be creative sầu – so construct your basic customer journey maps using the following steps, & then go ahead & embellish it all you want.

1. Nail down your buyer persona

The first step in creating a journey maps is understanding who your customers are.

Sgiỏi Namdarian of Collective sầu Campus explains:

To best understand the customer, organizations need to lớn develop personas. Really get into their shoes so you underst& how they behave (including likes & dislikes) và why they vày what they vày. Although everyone is unique, these customer profiles provide guidance and đầu vào for the journey mapping.


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If you haven’t already done so, get started on developing your buyer personas.

Whilst doing this, keep in mind that it isn’t sufficient khổng lồ have sầu just one buyer persomãng cầu. People at different buying stages will behave sầu differently and interact with your business differently, so it’s worth distinguishing between someone who has been doing market research for a few months và is ready to lớn make their purchase, & someone who has only recently begun thinking about solving his/her particular need (by trying your product/service).

2. Underst& your buyer’s goals

Once you have your buyer personas built, the next step is to dig deep & underst& what each of them hopes lớn achieve sầu as they go through the customer journey.

Think about what your customers’ ultimate goals are in each phase (& remember that these may change as the process unfolds).

Some examples might be:

Researching the different options that are availableEnsuring that s/he is paying a fair priceSeeking reassurance that s/he has all the necessary information about the product

A great way khổng lồ go about doing this is khổng lồ first identify the paths that your visitor may take on your site. If your visitor is a member or pre-existing customer, the first thing that they might vì chưng is khổng lồ login. Other activities include browsing, searching for products, comparing products, and more – once you’ve sầu nailed down a full list of these activities, you’ll be able lớn identify all your touchpoints và the goals associated with each touchpoint.

The next step is to lớn determine the goals for each customer phase clearly on your bản đồ (as demonstrated in this sample map from Heart of the Customer).


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By doing this, you’ll be able to examine how well you are meeting those goals và answering customers’ questions.

Different ways to lớn understand customers’ goals

Survey/interview different customer groupsGet user testing feedbackStudy customer support emails/transcriptsIdentify customer questions in each phase

3. Map out buyer touchpoints

A “touchpoint” refers khổng lồ any time a customer comes into lớn tương tác with your brvà – before, during, or after they purchase something from you. This also includes moments that happen offline/online, through marketing, in person, or over the phone.

Some touchpoints may have sầu more impact than others. For example, a bad check-in experience at a khách sạn can taint the entire stay.

You’ll want to take all potential touchpoints that occur between your customers và your organization into lớn tài khoản. That way, you won’t miss out on any opportunities to listen lớn your customers & make improvements that will keep them happy.

How to identify touchpoints

Because there are so many different ways for customers to experience your brand, the idea of figuring out all potential touchpoints may seem daunting at first.

However, you can make this task easier by putting yourself in your customer’s shoes & walking yourself through their journey step-by-step.

Ask yourself the following:

“Where vì chưng I go (và how vì I get there) when…”

…I have sầu a ?…I discover the hàng hóa or business that solves my problem?…I make my purchase decision?…I encounter the business again after the purchase?

This should reveal all touchpoints pretty clearly.

Another way of accomplishing this task would be lớn ask customers directly about their experience with your brand – or put the above sầu questions into a survey.

Additional tip: Use Google Analytics

If you have sầu Google Analytics mix up for your website, there are two reports which you may find useful:

1. Behavior flow report
 This report displays how a customer moves through your site, one interaction at a time.

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4. Identify customer pain points

At this point, it’s time to bring together all your data (both quantitative sầu and qualitative) và look at the big picture khổng lồ identify potential roadblocks or pain points in the customer journey. You may also want to note down areas where you’re currently doing things right, and figure out ways to improve.

To bởi this, ask yourself questions, và interview customers và customer-facing staff.

Some potential questions might include:

Are my customers achieving their goals on my website?Where are the main areas of friction & frustration?Where are people abandoning purchases (& why)?

Once you know where the roadblocks & pain points are, mark them down on your customer journey bản đồ.

For example, take this chart from UserTesting, which depicts positive & negative sầu customer experiences by color code.


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 Image Source: Mapout

5. Prioritize & Fix Roadblocks

If you look at it from a micro perspective sầu, here are some questions you can ask yourself: What needs to be corrected or built? Is there a need to break everything down và start from scratch? Or are a few simple changes all that’s necessary for a big impact?

For instance, if customers frequently complain about how complicated your sign up process is, it’s probably time to revamp it and make things easier.

After you’ve identified these roadblocks, take a step baông chồng và look at the big picture from a macro perspective sầu. Recognize that the kết thúc goal is not lớn optimize each step or touchpoint just for the sake of optimizing it, but so that you can push your customers down the funnel, and bring them one step closer to lớn converting.

At the kết thúc of the day, you want khổng lồ be getting more conversions. So everything you tweak in each customer touchpoint should all be contributing lớn that one goal.

A case against customer journey map

Whilst fixing your roadblocks here’s something lớn consider: most customer journey maps are company-centric in the sense that they look at touchpoints based on the company’s perception of where the customers should be (as opposed lớn where customers are actually at).


Bearing this in mind, it makes sense to try và shift from this older, more traditional style of mapping to lớn looking at customer maps as a model in which you can identify points to educate your customer. The key here is to lớn build a nội dung sale strategy & an inbound kinh doanh strategy that is so compelling, it will draw your customers to engaging with you và learning more about your products & your brvà.

6. Update and Improve

Your customer journey map shouldn’t be left to gather dust on the shelf once it’s completed. Because your customers are constantly changing and evolving, your customer journey map should be doing the same as well. Consider it a living document that will continue to grow and develop.

If possible, kiểm tra, update và improve sầu your customer journey map every 6 months or so. In addition, customer journey maps should also be tweaked accordingly whenever you introduce significant changes to your product/service.

Visualizing your customer journey


Let’s talk about the technicalities. You now know what you should be including in your customer journey maps – but how exactly should you bring this map to life?

Most companies find it easiest khổng lồ draw everything out on a large piece of paper, or digitize the information on a spreadsheet.

There are also plenty of tools available to lớn help you map out your customer journey, like Touchpoint Dashboard or UXPressia.

Customer Journey Map Examples

To help provide you with a starting point, here are some awesome examples of customer journey maps from other companies.

1. Dapper Apps


Dapper Apps’ customer journey bản đồ has 5 main phases:
ResearchComparisonWorkshopQuoteSign-Off

These help you systematically organize all your information about how your customer is interacting with your br&, and gain insights from the knowledge.

2. IdeaRocket


Idea Rocket’s customer journey bản đồ, on the other h&, follows a mostly circular path with 6 main phases:
InterestConsiderationEvaluationPre-ProductionProductionVideo Usage.

While simple, it clearly outlines their process during each step of the customer journey. Based on insights from their SEM lead generation, the company focuses their CTAs for each phase according khổng lồ what is appropriate for the visitor’s circumstances.

Evaluating your customer journey map

Customer journey maps need khổng lồ have a purpose và should be actionable, measurable & dynamic. This allows you to ensure their effectiveness và determines success.

Include KPIs

Key performance indicators can help provide the evaluative sầu framework to lớn make your journey bản đồ actionable.

For instance, one of the main functions of a customer journey map is to lớn pinpoint opportunities based on qualitative retìm kiếm of your customers’ perceptions & experiences.

Many companies use journey maps to help them gain qualitative insights of customer highs và lows. Indicators lượt thích “meets/does not meet/exceeds expectations” are used lớn effectively visualize opportunities for improvement in the customer journey.


Image Source: improvement

Other helpful metrics you could track include:

Customer satisfaction measuresQuantitative assessments of customer emotionsMeasures of the importance/helpfulness of specific touchpoints

Whatever metrics you decide khổng lồ use, they should help you measure the health of your customer experience, now and in the future.

When should you create a customer journey map?

Journey maps are typically generated early on (often in the retìm kiếm phase ), và should always be created to lớn tư vấn a known business goal. Maps that don’t align with a particular goal usually won’t result in applicable insights.

Examples of potential goals lớn apply journey maps to:

Shifting a company’s perspective sầu from inside-out lớn outside-inAssigning ownership of key touchpoints in the customer experience lớn specific departmentsLearning about a specific customer persona’s purchasing behaviors

If you don’t have sầu a particular business goal for creating a journey maps, it’s best to stop before you begin. Don’t create a journey map simply for the sake of making one – or you’ll find the entire exercise a major waste of resources, time & money.

Applying your journey bản đồ lớn your business

Finally, it’s time lớn take everything you’ve sầu learned through the process of creating your customer journey bản đồ, & use the insights and opportunities khổng lồ make meaningful business changes.


You’ll also want khổng lồ nội dung this information with others so that your entire organization can reap the benefits. Consider transforming your journey map insights inkhổng lồ a user story, requirement description, hiệu quả chiến lược, thiết kế objective or measurement opportunity. This will help you lớn better communicate và distribute the knowledge you’ve gained from departments, teams, và stakeholders.

Final Thoughts

We’re entering an age where businesses are all about the customer experience.


By shifting the focus to the customer’s perspective sầu, brands can better underst& consumer wants và needs. This allows them lớn create more effective sầu và satisfying experiences for their customers.

Journey maps are a proven framework for helping drive sầu greater customer insights và improving internal efficiencies. While they are by no means a “silver bullet”, they are still exceptionally effective sầu tools for helping brands khổng lồ identify engagement & enhancement opportunities, increase conversions and bring in eye-popping ROI.

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Are you using customer journey maps for your business? Feel free to lớn tóm tắt any tips we may have missed in the comments.

We’d love khổng lồ hear from you!

Key ideas

“Customer journey maps give sầu businesses a way of getting inkhổng lồ their customers’ heads, helping them gain valuable insight & understanding regarding common customer pain points.”

“You’ll want lớn take all potential touchpoints that occur between your customers and your organization into trương mục. That way, you won’t miss out on any opportunities khổng lồ listen to lớn your customers và make improvements that will keep them happy.”

“Customer journey maps need lớn have a purpose và should be actionable, measurable and dynamic. This allows you khổng lồ ensure their effectiveness và determines success.”


Chuyên mục: Digital Marketing