How to Deepen Customer Understanding through the Customer Journey Map

What is the understanding of the Customer Journey Map?

Table of Contents

Knowing the complete Customer Experience throughout the entire customer journey holds immense importance in transforming business insights into enduring improvement strategies. So, crafting a Customer Journey Map enables you and your company to visualize the emotions customers experience at every brand interaction point, enabling you to proactively address any potential issues, enhance customer retention, and uncover vital information to drive optimal decision-making for your business.

What is the understanding of the Customer Journey?

The customer journey encompasses the sequence of engagements an individual has with a brand, product, or business, starting from the moment they acknowledge a pain point until they reach a purchase verdict. Whereas the buyer’s journey denotes the overall path toward a purchase, the customer journey pertains to the unique purchasing encounter that transpires between a buyer and a distinct company or service provider.

Comparison of Customer Journey vs. Buyer Journey

You may find yourself in a state of confusion regarding the disparities between the customer’s journey and the buyer’s journey. The buyer’s journey encompasses the entirety of the purchasing experience, commencing from pre-purchase and extending to post-purchase. It encompasses the trajectory from the customer’s initial recognition of a prevailing problem to their transformation into a user of a particular product or service.

Put differently, buyers do not spontaneously awaken and resolve to make a purchase. Rather, they undergo a series of steps to contemplate, assess, and ultimately decide on acquiring a new product or service.

The customer journey pertains to the position of your brand within the buyer’s journey. It delineates the customer touchpoints where you will intersect with your customers as they progress through the various stages of the buyer’s journey. By crafting a customer journey map, a topic we shall delve into more extensively later, you seize command of every touchpoint at each stage of the journey, rather than leaving them to chance.

As an illustration, the customary journey of an Innovature BPO customer is bifurcated into 3 distinct stages: pre-purchase/sales, onboarding/migration, and normal use/renewal.

At each of these stages, Innovature BPO strategically establishes a particular array of touchpoints to engage customers at their current position. For instance, they disseminate informative blog posts to aid customers in comprehending their pain points, subsequently guiding them gradually toward opting for a paid subscription. In the subsequent stages, numerous pivotal “moments” come into play, encompassing the comparison of tools, sales negotiations, technical setup, and so forth.

It is plausible that the stages might not align with your specific circumstances. In fact, your brand is likely to devise a distinctive set of stages within the customer journey. However, the question arises: where should you commence? Let us delve into this matter.

Customer Journey Stages

Now, at this juncture, you might be contemplating: What exactly encompasses the various stages constituting the customer journey? As a general rule, when customers engage with a brand or a product, they traverse through 5 distinctive phases, each playing a significant role in shaping their overall experience. These phases can be enumerated as follows: Awareness, Consideration, Decision, Retention, and Loyalty. By understanding and acknowledging these pivotal stages, businesses can gain valuable insights into the customer’s journey, allowing them to cater to their needs and foster enduring relationships.

What is the understanding of the Customer Journey Map?

Awareness Stage

During the initial stage known as the awareness stage, customers come to the realization that they are grappling with a problem or a distressing pain point that necessitates resolution. At this particular juncture, a customer may not have yet discerned the specific requirement for a product or service, but they embark on conducting research nonetheless.

Throughout this critical phase of the customer journey, brands undertake the task of providing informative and educational content to assist customers in diagnosing their problems while presenting potential solutions. The primary objective is to aid customers in navigating their newfound pain points, rather than exerting pressure to make an immediate purchase. By offering valuable insights and guidance, brands establish a foundation of trust and credibility, positioning themselves as helpful allies in the customer’s pursuit of resolving their challenges.

Educative material might include:

  • Articles and manuals on how to
  • Broader whitepapers
  • General ebooks
  • Free training

Delivering educational content through client touchpoints like:


As customers progress into the consideration stage, they have accumulated sufficient research to acknowledge their genuine requirement for a specific product or service. At this pivotal moment, they embark on the task of scrutinizing and contrasting various brands along with their respective offerings.

Within this significant phase of the customer journey, brands take the initiative to provide comprehensive product marketing content, enabling customers to make informed comparisons between different options and ultimately arrive at a definitive choice. The primary objective lies in assisting customers as they navigate through a crowded marketplace flooded with potential solutions, steering them closer toward a well-considered purchase decision. By presenting the unique value propositions, key features, and advantages of their offerings, brands empower customers to make astute choices that align with their needs and preferences. Through this strategic approach, brands strive to establish a competitive edge and foster a sense of trust and confidence in the minds of customers, facilitating the progression toward a successful transaction.

Content for product marketing could consist of:

  • Listicles of products
  • Comparison charts and guidelines for products
  • White papers with an emphasis on products
  • Case studies or customer success tales

Delivering product marketing content through client touchpoints like:

  • Your blog
  • Your website
  • Search engines
  • Social media
  • Conferences

Decision Stage

As customers transition into the decision stage, they have made a definitive choice regarding the optimal solution and are prepared to proceed with the purchase.

Within this crucial phase, brands dedicate their efforts to delivering a streamlined and effortless purchase process, aiming to eliminate any barriers or complexities that might hinder customers from completing the transaction. Unlike previous stages, the focus shifts away from educational or product-related content. Instead, the primary objective becomes prompting customers to make a purchase promptly and seamlessly. Consequently, brands adopt a more direct approach, openly expressing their desire for customers to select their offerings and facilitating a smooth transition from consideration to conversion. By optimizing the purchasing experience, brands strive to instill confidence and reinforce the customer’s decision, ensuring a frictionless journey toward acquiring the desired product or service.

Typical decision-stage content could be:

  • No-cost consultations
  • Product registration pages
  • Price lists
  • Offers for products (such as “Sign up now and save 30%”)

Decision-stage content may be provided through client touchpoints like:

  • Your website
  • Search engines
  • Email

Retention Stage

Once customers enter the retention stage, it signifies that they have successfully made a purchase decision and opted to remain loyal to the company they selected, rather than seeking alternative providers.

Throughout this critical phase, brands prioritize the delivery of an exceptional onboarding experience alongside consistent and attentive customer service. The primary objective is to cultivate customer satisfaction and prevent churn, ensuring that customers remain engaged and committed to the brand. By providing a seamless and remarkable onboarding process, brands facilitate the smooth integration of the purchased solution into the customer’s operations, enabling them to fully leverage its benefits. Moreover, by offering ongoing customer service that is responsive, personalized, and reliable, brands demonstrate their dedication to meeting the evolving needs of their customers, fostering a sense of trust and loyalty. Through these concerted efforts, brands aim to solidify long-term relationships, reducing the likelihood of customers seeking alternatives and bolstering their retention rates.

Strategies for the retention stage could be:

  • Supplying a committed customer success manager
  • Facilitating access to your customer service team
  • Building a knowledge foundation for when customers encounter difficulties

Delivering retention-stage initiatives through client touchpoints like:

Loyalty Stage

As customers transition into the loyalty stage, their commitment to a company extends beyond mere retention — they become enthusiastic advocates, actively endorsing and recommending the brand to their family, friends, and colleagues. This stage is often referred to as the advocacy stage, highlighting the proactive support and promotion displayed by loyal customers.

Throughout this phase, brands channel their efforts toward delivering a remarkable end-to-end customer experience. This encompasses various touchpoints, ranging from captivating website content and engaging sales representatives to an exceptional social media presence and a seamless user experience (UX) of the product itself. Every aspect plays a crucial role in solidifying customer loyalty and advocacy.

However, the key driver of customer loyalty lies in their achievement of success with the brand’s product. When customers experience the tangible benefits and positive outcomes derived from utilizing the product, they are more inclined to passionately recommend the brand to others. Their personal satisfaction and endorsement stem from the brand’s ability to deliver on its promises, surpassing expectations and facilitating genuine success stories.

By consistently delivering outstanding experiences, aligning all facets of the brand towards customer satisfaction, and ensuring that the product delivers exceptional value, brands can cultivate a loyal customer base that not only remains loyal but actively champions and advocates for the brand, amplifying its reach and influence.

Various loyalty-stage tactics include:

  • Having a user-friendly website
  • To ensure that your product meets or exceeds client expectations, invest in your product team
  • Facilitating brand referrals through a loyalty or referral program
  • Giving loyal consumers benefits like discounts

Delivering loyalty-stage techniques through client touchpoints like:

  • Your website
  • Email
  • Social media
  • Your products

What is a Customer Journey Map?

A Customer Journey Map portrays a customer’s encounter with your brand. These visuals narrate the progression of a customer through various stages of interaction and their corresponding experiences. Your Customer Journey Map should encompass touchpoints, pivotal moments, as well as customer emotions like frustration or confusion, along with desired actions you wish the customer to undertake.

Customer Journey Maps are frequently structured around a comprehensive timeline of events, ingeniously tracing the customer’s transformative journey, commencing from their initial foray into your website’s digital realm. From there, the customer gracefully progresses toward their eagerly anticipated inaugural in-product encounter, leading them seamlessly toward the pinnacle of their purchase decision. The journey continues to unfold, encompassing key milestones such as personalized onboarding emails, potential cancellations, and beyond.

While the framework of Customer Journey Maps may warrant customization to align with the unique intricacies of your business or product, the most prudent approach to discerning and refining these distinct phases lies in direct engagement with your esteemed customers.

Without a profound comprehension of your customers’ innate desires and pressing needs, a Customer Journey Map risks falling short of guiding you toward the pinnacle of success. However, when meticulously crafted, underpinned by thorough research, and thoughtfully constructed, it possesses the transformative power to unravel invaluable insights, enabling you to revolutionize and elevate your business’s overarching customer experience to unprecedented heights.

Customer Journey Mapping benefits

Customer Journey Mapping is an incredibly powerful tool that allows you to delve deep into your customer experience, bolster your business objectives, and fortify your position in an ever-evolving market. According to a report by Hanover Research in 2022, a staggering 94% of businesses acknowledged that their customer journey maps were instrumental in developing innovative products and services that align with customer demands. Additionally, an impressive 91% attributed their maps to driving sales and achieving remarkable outcomes.

However, the significance of comprehending a customer’s journey within your entire organization transcends mere revenue generation. It empowers you to ascertain the key elements that contribute to a consistently outstanding customer experience and foster unwavering customer loyalty.

This significance became particularly evident in recent years, as Customer Journey Maps emerged as an invaluable tool for comprehending the dynamic shifts in buyer behavior. In fact, during the pandemic, a remarkable one in three businesses turned to Customer Journey Maps to successfully navigate the constantly evolving landscape and adapt to the changing circumstances. The utilization of these maps proved to be a game-changer in staying connected with customers and delivering tailored experiences that exceeded expectations.

When properly implemented, Customer Journey Mapping:

  • Improve consumer engagement by optimizing your channels.
  • Recognize critical CX moments and improve them.
  • Eliminate touchpoints that are ineffective.
  • Shift your focus from the corporation to the client.
  • Eliminate departmental silos and reduce gaps between them.
  • Use marketing efforts that are suited to certain customer personas.
  • Recognize the possible causes of any abnormalities in the quantitative data that is now available.
  • Give each employee responsibility for a different consumer touchpoint to improve employee accountability.
  • Make it easy to evaluate the return on investment for upcoming UX/CX efforts.

By adhering to the aforementioned process, the practice of Customer Journey Mapping has the potential to propel your organization onto an entirely new path of resounding success. Surprisingly, as per Hanover Research, a mere 47% of companies have currently implemented a systematic approach to mapping customer journeys. However, dedicating resources to map out your customer journey and firmly establishing this process as an integral part of your company’s DNA can bestow upon you substantial advantages in your fiercely competitive landscape. This strategic move will position your solution as the preferred choice that garners adoration and loyalty from customers, setting you apart from the competition.

Process of Customer Journey Mapping

Customer Journey Mapping involves the meticulous process of crafting a comprehensive customer journey map, which serves as a visual depiction of the entire spectrum of a company’s customer experience. This method amalgamates the various touchpoints and interactions between a customer and a business, skillfully assembling them into a cohesive visual representation.

The primary objective of this meticulous data collection process extends beyond the mere accumulation of data itself. Its true essence lies in extracting valuable insights that enable a profound comprehension of how customers navigate through their journeys, thereby identifying any potential roadblocks or hindrances along the way.

It is worth highlighting that customer journeys seldom unfold in a strictly linear fashion. Instead, buyers often embark on a dynamic, oscillating, multi-channel expedition, characterized by a continuous back-and-forth motion.

Now, let us delve into a detailed exploration of the distinct stages that constitute the intricate tapestry of the customer journey.

The Buying Process

In order to ascertain the buying process of your customers, it is essential to gather data from various pertinent sources (prospecting tools, CMS, behavior analytics tools, etc.) to precisely outline the trajectory of your customers, spanning from the initial contact to the final interaction.

Nevertheless, for the sake of simplicity, you can adopt a straightforward approach by creating overarching categories that align with the conventional stages of the buying journey — awareness, consideration, and decision — and representing them in a horizontal mapping format.

What is the understanding of the Customer Journey Map?
Source: Hubspot


Irrespective of the scale of the objective at hand, it is crucial to bear in mind that your customers are in pursuit of a solution to their problems. Consequently, it is highly likely that they are experiencing a range of emotions, spanning from relief, happiness, and excitement to occasional moments of concern.

By incorporating these emotions into the journey map, you gain the ability to effectively pinpoint and alleviate any negative emotions, as well as identify the precise pain points responsible for triggering them. This invaluable insight empowers you to curate an enhanced customer experience that resonates deeply with their emotional needs and fosters long-term satisfaction.

User Actions

This particular component of the Customer Journey Map provides a comprehensive overview of the actions undertaken by customers at each pivotal stage of the buying process. For instance, in the problem-awareness stage, customers might engage in activities such as downloading informative ebooks or participating in educational webinars.

In essence, this facet of the map allows you to delve deep into the exploration of how your customers navigate through each stage of their journey and examine their behaviors along the way. By gaining a profound understanding of their actions and preferences, you can strategically tailor your approach to effectively cater to their needs and ensure a seamless and gratifying customer experience.

User Research

In a parallel fashion to the preceding section, this particular element provides an in-depth depiction of the specific actions taken by buyers and the platforms they explore when conducting research as part of their proactive engagement.

In all probability, during the awareness stage, buyers are inclined to rely on search engines, such as Google, to seek out potential solutions. However, it is of utmost significance to meticulously observe and analyze the nature of their research inquiries, enabling you to effectively cater to their unique pain points and offer tailored solutions that align with their needs. By attentively addressing their specific research requirements, you can establish a strong foundation for building lasting customer relationships and driving positive outcomes.


Concluding the Customer Journey Map, the element of solutions serves as a platform for you and your team to engage in a collaborative brainstorming process, aiming to ideate and devise innovative approaches to enhance the buying process. The ultimate objective is to streamline the customer journey, ensuring that customers encounter fewer obstacles and pain points as they embark on their transformative expedition. By diligently exploring and implementing these solutions, you can effectively optimize the overall customer experience, foster customer satisfaction, and forge enduring relationships with your valued clientele.

Define the customer touchpoints

What is the understanding of the Customer Journey Map?

Customer touchpoints constitute the predominant components of your Customer Journey Map, encompassing the various interactions and encounters through which customers engage with and perceive your brand. As you delve into the meticulous process of researching and plotting these touchpoints, it is imperative to incorporate comprehensive information that addresses not only the actions taken but also the emotions experienced and potential challenges encountered by customers.

The specific number and nature of touchpoints depicted on your Customer Journey Map will inherently vary depending on the nature of your business. For instance, the journey of a customer engaging with a XXX company will inherently differ from that of an individual experiencing a visit to a coffee shop. Consequently, it is crucial to deliberately select and include the touchpoints that accurately reflect a customer’s unique journey with your brand, ensuring a faithful representation of their experience.

For instance, a display advertisement, an interpersonal encounter with an employee, a 404 error message, or even a Google review are all notable instances that can be categorized as customer touchpoints.

Once you have meticulously defined and curated your touchpoints, you can seamlessly proceed to arrange them strategically within your comprehensive Customer Journey Map, creating a visually captivating and insightful depiction of the entire customer experience.

Steps for Making a Customer Journey Map

Utilize sample client journey maps

Why go through the hassle of creating a Customer Journey Map from scratch when you have the option to utilize pre-designed templates? Streamline the process and save valuable time by accessing the Internet’s comprehensive collection of free Customer Journey Map templates.

The pre-designed templates assist you in mapping out various aspects of your buyer’s journey. From visualizing a typical day in the life of your customer to nurturing leads and beyond, these templates cater to diverse requirements.

By leveraging these templates, you empower your sales, marketing, and customer support teams to delve deeper into understanding your company’s buyer persona. Armed with this invaluable insight, you can identify areas for enhancement within your product offerings and deliver an exceptional customer experience that aligns seamlessly with their needs and preferences.

Establish definite goals for the map

Prior to immersing yourself in completing your Customer Journey Map, it is crucial to question the underlying purpose driving its creation.

What are the specific objectives that this map aims to achieve? Who is the intended focal point? Upon which experience is it primarily centered?

In light of these considerations, it becomes imperative to construct a well-defined buyer persona. This fictional representation embodies all the pertinent demographics and psychographics that encapsulate the characteristics of your typical customer.

Establishing a distinct persona serves as a constant reminder to align every facet of your Customer Journey Map with their needs and preferences, ensuring a customer-centric approach throughout the process.

Create profiles for and goals for each of your personas

Following that, it is imperative to embark on comprehensive research.

There are various effective methods to obtain valuable customer feedback, such as utilizing questionnaires and conducting user testing. However, it is crucial to ensure that you exclusively engage with genuine customers or potential customers.

It is essential to seek feedback from individuals who are genuinely interested in acquiring your products or services, and who have either interacted with your organization in the past or have expressed intentions to do so in the future.

Good questions to ask are, for instance:

  • How did you find out about our business?
  • What drew you to our website in the first place?
  • What objectives do you hope to accomplish with our business? What issues are you seeking to resolve, in other words?
  • What is your average visit duration to our website?
  • Have you ever bought anything from us? If so, why did you choose that option?
  • Have you ever used our website to make a purchase but then changed your mind? If so, why did you make this choice?
  • How simple is it for you to navigate our website, on a scale of 1 to 10?
  • Have you ever needed customer service? If yes, on a scale of 1 to 10, how useful was it?
  • Can we help you further to ease your process?

Make your target consumer personalities stand out

Once you have familiarized yourself with the customer personas that engage with your business, it is important to narrow your focus to one or two.

Keep in mind that a UX journey map documents the experience of a customer following a specific path with your company. Therefore, if you combine too many personas into a single journey, your map will not accurately represent that experience.

When creating your initial map, it is recommended to select your most prevalent customer persona and consider the path they typically take when interacting with your business for the first time.

A marketing dashboard can be utilized to compare each persona and determine the most suitable fit for your journey map. Do not be concerned about the ones you exclude, as you can always revisit and create a new map specifically tailored to those customer types.

Describe each touchpoint

To initiate the process, compile a comprehensive inventory of the touchpoints available on your website.

Drawing upon your research findings, you should possess a catalog encompassing all the touchpoints that your customers are presently utilizing, as well as those you believe they should utilize, eliminating any potential overlap.

This step is crucial in the development of a user experience (UX) journey map, as it grants you valuable insights into your customers’ interactions and behaviors.

If their usage of touchpoints is fewer than anticipated, could it imply that they are swiftly being deterred and exiting your site prematurely?

Conversely, if they are employing a greater number of touchpoints than anticipated, could it signify that your website is intricate, necessitating numerous steps to achieve the desired outcome?

Regardless of the scenario, comprehending the intricacies of touchpoints aids in assessing the ease or challenges encountered along the customer journey.

You should consider how your customer might find you online in addition to your website. These could consist of:

  • Social networks
  • Paid advertisements
  • Email advertising
  • Independent review sites or references

Conduct a rapid Google search of your brand to compile a comprehensive list of all the web pages referencing your brand. Verify these results by cross-referencing them with your Google Analytics data to determine the sources of your incoming traffic.

Refine your list to include only the touchpoints that are most prevalent and have a higher probability of generating associated actions. Keep the following touchpoints in mind as you embark on creating your UX journey map.

Customer Actions

Enumerate the various actions undertaken by your customers during their engagement with your brand. These actions can range from conducting a Google search using specific keywords to clicking on promotional emails.

As you compile this list, it is natural for it to expand considerably, and that is perfectly acceptable. You will have the opportunity to streamline and organize this information at a later stage.

It is crucial to identify instances where customers are required to perform an excessive number of actions to accomplish their objectives. While reducing the steps customers need to take may seem daunting, it ultimately yields higher conversion rates and proves to be advantageous.

Customer Motives & Feelings

Every facet of marketing unfolds as a consequence of cause and effect. Similarly, each action undertaken by your esteemed customers is intricately intertwined with their emotional state. It’s crucial to recognize that these emotions undergo a transformation as they progress through various stages of their journey.

Typically, a poignant pain point or an unresolved issue forms the emotional impetus behind your customers’ behaviors. Acquiring this awareness empowers you to curate and deliver precise content precisely when it is needed, ensuring a seamless emotional voyage for your customers as they traverse the intricacies of your brand.

Obstacles and Pain Points for Customers

Take the time to familiarize yourself with the hurdles that impede your customers from embarking on their intended course of action.

Among the prevailing obstacles, cost often emerges as a recurring challenge. Consider a scenario where a devoted customer expresses adoration for your product, only to forsake their shopping cart upon encountering exorbitant shipping charges.

By shedding light on these potential roadblocks within your customer journey, you gain the opportunity to address and alleviate them effectively. For instance, an invaluable approach could involve offering a comprehensive FAQ page that meticulously addresses frequently asked questions surrounding shipping costs, thus instilling confidence and resolving uncertainties.

Analyze your current and future resource needs

Your Customer Journey Map extends its reach across nearly every facet of your business, shedding light on the multitude of resources dedicated to crafting the customer experience.

Therefore, conducting an inventory of your existing resources, as well as identifying the ones that require enhancement for an improved customer journey, becomes paramount.

For instance, your map may unveil a deficiency in the tools available to your team for effective customer follow-up. Armed with this insight, you can advocate for management to invest in customer service tools that empower your team to meet customer demands seamlessly.

By incorporating these new tools into your map, you gain the ability to accurately project their impact on your business and the substantial value they can deliver. This, in turn, simplifies the task of persuading gatekeepers and decision-makers to embrace your proposals and make the necessary investments.

Consider your own customer journey

Simply creating your map doesn’t mark the end of your work. In fact, this is where the most crucial phase begins: analyzing the outcomes.

How many visitors land on your website but leave without completing a purchase? How can you enhance customer support? These are some of the inquiries that your completed map should be able to address.

Analyzing the results allows you to identify areas where customer needs are not being fulfilled.

By taking this approach, you can ensure the delivery of a valuable experience and make it evident that your company is equipped to provide solutions to customers’ problems. The entire exercise of mapping the customer journey remains hypothetical until you put it into action yourself.

For each of your personas, embark on their journey by observing their social media interactions, studying their emails, and conducting online searches.

Make the appropriate adjustments

Once you’ve conducted your data analysis, you’ll gain a clear vision of how you want your website to evolve. Subsequently, you can implement modifications that align with these objectives. This might involve incorporating more targeted call-to-action links or providing comprehensive descriptions for each product to enhance the clarity of purpose.

Irrespective of the scale of the adjustments, they will prove effective since they directly address the pain points identified by your customers. Instead of making changes blindly, hoping for an improvement in customer experiences, you can have full confidence in their efficacy.

Furthermore, armed with your visually represented Customer Journey Map, you can consistently ensure that those needs and pain points are thoroughly attended to, fostering a truly satisfying customer experience.

How often should your client journey map be updated?

Your map should continuously evolve and adapt. By conducting monthly or quarterly reviews, you can pinpoint areas of improvement and uncover opportunities to streamline your customer journey further. Utilize your data analytics and gather customer feedback to identify any obstacles.

Ensure that all stakeholders remain engaged throughout this process. Consider visualizing your maps using collaborative tools like Google Sheets, fostering collaboration and shared understanding.

Moreover, schedule regular meetings to analyze the impact of new products or offerings on the customer journey, ensuring that your map stays up-to-date and aligned with the evolving needs of your customers.

Types of Customer Journey Maps

There exist 4 distinct Customer Journey Maps, each offering its own set of advantages. Depending on the particular objective of the map, you can select the appropriate one accordingly.

Current State

These Customer Journey Maps are highly popular and extensively utilized. They visually represent the actions, thoughts, and emotions that your customers presently go through when engaging with your organization. They serve as an effective tool for the ongoing enhancement of the customer journey, allowing you to optimize the overall experience.

What is the understanding of the Customer Journey Map?

Day in the Life

These Customer Journey Maps provide a visual representation of the actions, thoughts, and emotions that encompass your customers’ everyday experiences, irrespective of their involvement with your company.

This particular type of map offers a wider perspective into the lives of your customers and sheds light on their real-life pain points. By delving into the day-to-day aspects of their lives, these maps become invaluable tools for identifying and addressing unmet customer needs even before they become apparent to the customers themselves.

When your company ventures into new market development strategies, this type of Customer Journey Map proves indispensable in gaining insights and devising effective approaches to cater to evolving customer demands.

Future State

These Customer Journey Maps provide a visual representation of the forthcoming actions, thoughts, and emotions that your customers are anticipated to encounter in their interactions with your company.

Drawing from their existing experiences, these maps enable you to gain a comprehensive understanding of the role your business plays in their journey.

Employing these maps proves most effective when it comes to vividly illustrating your vision and establishing well-defined strategic objectives that guide your company’s growth and success.

Service Blueprint

These Customer Journey Maps kick-start with a streamlined rendition of one of the previously mentioned map styles. Subsequently, they intricately incorporate the multitude of elements that contribute to shaping that encompassing customer experience, encompassing individuals, policies, technologies, and processes.

Service blueprints prove to be the optimal choice when it comes to identifying the underlying reasons behind existing customer journeys or delineating the necessary steps to achieve the envisioned future customer journeys. By delving into these blueprints, you gain valuable insights into the intricate workings and interdependencies of various factors that influence the customer experience.

Source: Wikipedia

6 Best Practices for Customer Journey Mapping

Give the map a purpose

Determine your primary objective, whether it is enhancing the buying experience or introducing a new product. Understanding the specific insights you seek from the UX journey map can effectively safeguard against scope creep when dealing with a substantial project of this nature. By clearly defining the purpose of the map, you can ensure that it remains focused and aligned with your goals, thereby preventing any unnecessary expansion or deviation from the intended scope.

To better understand the buying process, interview clients

The perception you hold of the customer experience may differ significantly from their actual experience. Engage in direct conversations with your customers to gain an authentic and precise understanding of their journey. By directly engaging with them, you can capture an accurate and up-to-date snapshot of their experiences, allowing you to bridge the gap between assumptions and reality.

Ask the customer support representatives what inquiries they get the most

Occasionally, customers may not possess a clear understanding of their precise pain points, and this is where your customer service representatives play a vital role.

They possess the ability to bridge the information gaps and convert customer pain points into actionable insights that both you and your team can comprehend and effectively address.

For each buyer persona, take into account UX journey mapping

It’s tempting to assume that all customers behave in a similar manner, but this assumption is far from accurate.

Factors such as demographics, psychographics, and even the length of time someone has been a customer can significantly influence how individuals engage with your business and make buying choices.

By categorizing common patterns into buyer personas and developing a UX journey map for each, you can gain deeper insights into the diverse customer experiences.

After each significant product release, review and update each map

Whenever your product or service undergoes modifications, the customer’s purchasing process also undergoes changes. Even minor adjustments, such as introducing an additional field to a form, can potentially create significant obstacles.

Therefore, it is crucial to review the Customer Journey Map both before and after implementing any changes.

Make cross-functional teams able to see the Customer Journey Map

Customer Journey Maps have limited value when kept in isolation. However, developing a journey map serves as a convenient means for cross-functional teams to offer their insights.

Subsequently, ensure that each team has access to a copy of the map, enabling them to consistently prioritize the customer in their endeavors.

Customer Journey Map Examples

Example of a B2B Customer Journey Map

5 14
Source: Dapper

This comprehensive Customer Journey Map provides a clear depiction of the five stages that Dapper Apps identifies as crucial in customers’ interactions with their brand. As illustrated, it extends beyond the mere transactional aspect, encompassing the initial research phase and post-purchase requirements.

The effectiveness of this map lies in its ability to enable employees to gain deep insights into customers’ perspectives, comprehend their common queries, and empathize with their emotions.

Within this framework, Dapper Apps can implement incremental measures and address the questions and sentiments expressed, thus resolving any existing customer challenges in a holistic manner.

Example of a Customer Journey Map in E-commerce

What is the understanding of the Customer Journey Map?
Source: YouNet Media

This Customer Journey Map showcasing a comprehensive depiction of the customer’s typical E-commerce experiences.

In contrast to solely highlighting the customer’s interactions and emotions within the context of the company, this map encompasses a broader spectrum, capturing all the actions and touchpoint the customer encounters throughout their e-commerce experiences.

For a company seeking to gain insight into their target customers’ touch point, this map proves invaluable. It provides a holistic understanding of the customer’s journey and aids in pinpointing areas where interventions may be necessary.

Example of a B2C Customer Journey Map

What is the understanding of the Customer Journey Map?
Source: Slidemodel

Businesses create this journey map with the purpose of addressing any user experience issue that may arise at various stages of the journey. B2C (Business to Consumer) sales refer to the direct selling of products or services from businesses to consumers, without involving intermediaries or retailers. For example, in e-commerce, individuals purchase products directly from business platforms.

The B2C customer journey map is developed based on user personas to enhance touchpoints and ensure a seamless customer experience. Moreover, professionals can also utilize journey maps to identify and resolve reported or identified issues for improvement.

Example of a Retail Customer Journey Map

What is the understanding of the Customer Journey Map?
Source: eqvn.net

This Customer Journey Map provides a meticulous depiction of a customer’s immersive experience while engaging with a fictional restaurant.

It becomes evident that this particular style of map surpasses the others in its level of comprehensiveness. It delves into the intricacies of both front-of-stage (direct) and back-of-stage (non-direct or invisible) interactions that transpire between the customer and the establishment, encompassing the multifaceted support processes that underpin the entire customer journey.

This comprehensive map unveils an intricate web of actions encompassing not only the customers themselves but also the dedicated employees serving patrons directly, as well as the diligent staff toiling behind the scenes.

By meticulously analyzing and dissecting the interplay of these diverse factors throughout the customer journey, a company can discern the root causes of any missteps or challenges and proactively devise effective solutions to enhance the overall experience. Such insightful analysis empowers organizations to navigate potential hurdles and chart a course toward consistently delivering exceptional customer satisfaction.


By gaining a comprehensive understanding of your customer’s interactions with your business, you can consistently delight them throughout their entire purchasing journey. Utilizing a Customer Journey Map is the ultimate method to visually represent this data, whether you are optimizing the customer journey or uncovering unmet customer needs for a new business venture.

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