Customer Journey Maps: The Complete Guide

A customer journey map visually shows you every step in a buyer’s journey with the brand, from their first interaction through to the purchase, tracing a customer’s actions. Keep reading to learn why it’s important and how to create one for your organization.

Customer Journey Maps
What is a customer journey map?Benefits of customer journey mapsTypes of customer journey mapsStages of the customer journeyHow to create a customer journey in six stepsCustomer journey tools put a framework around the processCustomer journey map examples & templatesLearn more about customer journey mappingWatch the augmented journey mapping on-demand webinarFAQs

FAQs

Check out the customer journey maps FAQs if you’re short on time or are looking for a quick cheat sheet on the topic.

What is a customer journey map?

Customer journey maps visually show all the steps customers take from the time they begin interacting with a company until the end of their journey. Journey maps provide a view into the customer journey stages – the behaviors customers exhibit, what they’re engaging with on a page or screen, the actions they’re taking (or not taking) and where they’re struggling to move forward.

What are the benefits of customer journey maps?

Customer journey maps provide many business benefits, such as helping companies:

  • Gain a deeper understanding of prospects
  • Make proactive customer service a priority
  • Improve customer retention rates
  • Optimize the customer brand experience
  • Eliminate ineffective touchpoints
  • Better predict customer behavior
What are the stages of the customer journey?

The five stages of the customer journey are awareness/discovery, consideration, purchase, retention and advocacy. Understanding these stages will help you build a more compelling user map.

How do you create a customer journey map?

The six steps below outline how to get started in creating a customer journey map:

  • Set clear objectives and goals for the map
  • Conduct buyer research
  • Choose which customer personas you want to target
  • List out all of your customer touchpoints
  • Go through the customer journey yourself
  • Make necessary changes and implement them