A customer journey map is a visual representation of the customer’s journey through a series of brand touchpoints , before, during and after purchase.
Also known as a customer journey map, it is highly recommended to implement it in the company before starting to offer a product or service to consumers , and in this article we are going to explain why.
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What is the customer journey map for?
The customer experience map tells the story of the relationship with the brand from the customer’s point of view , helping us better understand what we can provide at each step of the way. Its usefulness is based on the power special database of storytelling to provide companies with valuable information on how to improve the relationship with the customer.
The customer journey map is related to the conversion funnel model , in which each user goes through different stages to become a loyal customer. But unlike this model, in practice the customer journey is not always linear . The customer journey map, therefore, captures the reality of each brand more accurately.
Basic elements in a customer journey map
To fulfill its purpose, a customer map must include the following elements :
- A series of events that influence the relationship with the brand and that can occur before, during and after the customer interacts with the product or service.
- The channels in which customer touchpoints take place.
- Actions performed by the client.
- The motivations that drive the effective follow-up strategies for customer to continue advancing in the customer journey.
- Customer questions about each step.
- Critical points or obstacles that prevent the client from continuing to move forward.
How to create your customer experience map step by step
1) Set your goals
Before you begin the process of designing your customer experience map, you need to ask yourself what you are trying to achieve with it, what experience you want to analyze, and who the customer is that you have in mind.
You can create a map around a real australia database directory customer experience or outline what a future experience might look like and guide your marketing accordingly.
Here are some examples create it step by step of typical customer journeys that we can map:
- Target journey: acquisition – conversion – retention . This customer journey focuses on the company’s business objectives.
- Engagement journey: brand awareness – interest – consideration – purchase – post-purchase – repeat purchase. This journey subdivides the acquisition process into different phases to better identify specific customer needs and also analyse the loyalty journey.
- Activity journey: search – booking – check-in . Here we go one step further and move from considering the journey according to business objectives to focusing on the customer’s point of view.