Mapping the Customer Journey

What Is the Customer Journey?

The customer journey is the complete sequence of steps a person takes when interacting with your brand—from the very first moment of awareness to the point when they become a loyal advocate (and beyond). It’s not always a straight line. Customers might loop back, skip steps, or drop out altogether.

Typical Stages of the Customer Journey

1. Awareness: The customer first learns about your brand or product.
2. Consideration: They research, compare, and evaluate their options.
3. Purchase: The decision is made and the transaction takes place.
4. Retention: The customer uses the product or service and receives support.
5. Advocacy: A satisfied customer recommends your brand to others.

Each stage includes multiple touchpoints—moments when the customer interacts with your brand, either directly (like visiting your website) or indirectly (like reading a review).

Why Map the Customer Journey?

1. See Through the Customer’s Eyes
Journey mapping helps you understand the experience from the customer’s perspective, not just your own.

2. Identify Pain Points and Opportunities
It reveals where customers get confused, frustrated, or drop out—and where you can make improvements.

3. Break Down Silos
Teams across marketing, sales, and customer service can collaborate more effectively when they share a clear view of the customer experience.

4. Prioritise Improvements
Journey maps highlight which changes will have the biggest impact on satisfaction and loyalty.

How to Create a Customer Journey Map

Step 1: Define Your Objective and Persona
Start with a clear goal (e.g., improving online sales) and select a specific customer persona to map the journey for.

Step 2: List All Stages and Touchpoints
Identify every stage of the journey and every touchpoint—website, social media, adverts, emails, phone calls, in-store visits, after-sales support, etc.

Step 3: Gather Data and Insights
Use surveys, analytics, interviews, and customer feedback to understand what customers do and feel at each stage.

Step 4: Visualise the Journey
Create a visual map (a flowchart, table, or diagram) showing each stage, touchpoint, customer action, emotion, and potential pain point.

Step 5: Identify Pain Points and Opportunities
Highlight where customers experience frustration, confusion, or delays. Look for “moments of truth”—key interactions that shape the overall impression.

Step 6: Plan Improvements
Brainstorm solutions for pain points and ways to enhance positive moments. Assign actions and responsibilities.

Practical Insight: Journey Mapping in Action

A mid-sized online retailer noticed high website traffic but low sales. By mapping the customer journey, they discovered customers often dropped off at the payment page due to confusing instructions and unexpected fees. The retailer simplified the checkout process, clearly displayed all costs upfront, and added a live chat option. The result? A significant increase in completed purchases and positive reviews.

Common Mistakes or Misunderstandings

• Assuming the journey is linear: Customers may jump between stages or revisit earlier steps.
• Ignoring emotions: How customers feel at each stage often matters as much as what they do.
• Overcomplicating the map: Focus on key stages and moments—don’t get lost in too much detail.
• Failing to update: Customer journeys change as markets, technology, and expectations evolve.

Summary: Key Takeaways

• Customer journey mapping visualises every step and touchpoint in the customer experience.
• It helps identify pain points and opportunities for improvement.
• A well-mapped journey leads to better experiences, increased loyalty, and higher sales.

Mini Reflection Prompt

Where have you experienced frustration in a customer journey, and how could it have been improved?

Think about a brand you love. What makes their customer journey smooth and enjoyable?