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A customer journey is the process a customer undergoes when they find your products when they purchase. Your customers go through a number of experiences while interacting with your brand. View it as meeting a new colleague.

At first, you know nothing about them. You know a little about them when they introduce themselves. From there on, you build up your knowledge of them and you learn their characteristics. When you hear a mention of their name, their attributes flood your mind. 

The journey of the customer is similar to this, only that it involves your product and the customer. How the customer gets to know your product, what decisions they make to acquire it and how well it serves them in the long run.


What are the 7 steps to map the customer journey?

Learning how to create a journey map for the customer is important. Use the following steps to map the journey:

Set aims, targets and goals for the customer journey

Questions that you should ask yourself include:

  • What is customer journey mapping?


  • What do I want to achieve with a journey map?


  • Do I know how to analyze the journey for best results?

 Identify your current customers and those you are targeting. Set goals that include their experiences with your brand.

Research and create buyer personas

Engage your customers to get the information you need at this stage. Research their behavior, in terms of age group, social media prominence, preference and needs. The journey map is built from the buyer personas.

Versatile information about the customers and potential customers will help to create a detailed journey map of the customer.

Identify motivations and pain points of the customer journey

You can use interviews, surveys, information from your employees’ interaction with customers, customer reviews, and social media talks about your brand.

Define your touch points

Define where customers interact with your brand. It can be via email, your website, social media etc. It goes together with the experience they get. What are their actions, challenges, and emotions?

Map out the current customer journey

Involve all the concerned individuals in your organization. With them, study the existing journey and discuss areas needing improvements. Set your terms of evaluation and measurements to ensure you can gauge the achievements of goals.

Map the future customer journey

With the customer personas in perspective, map what you want to achieve.

Find your moments of truth

 Study the identified problem and challenges they experience. Discuss how to solve them and make your brand better. Analyze the journey map to find out how to earn the trust of people as a brand.

Revise and edit

To polish the outcome, revise and edit to eliminate errors and add any information left out.


  What is the point of a customer journey?

The journey mapping helps you to understand customer behavior. With this knowledge, you can predict customer behaviors. You understand the situations that suit them best in relation to the services you provide. You are able to meet their needs as they occur.

The journey enables you to recognize recurrent problematic areas for customers. Solve customer issues to smoothen their experiences.

Ultimately, the above insights will help you to:

  • Improve your brand.


  • Venture into existing niches in your area of production


  • Understanding the customer to tailor your services for them, according to Forbes 83% of companies that improve customer satisfaction results to increase in revenue


  • Targeting marketing campaigns to be relevant for specific buyer personas


 What are the stages of customer journey?

The following are stages of customer journey drawn from the AIDA principle:


The customer becomes aware of your products through various strategies including social media, paid ads or referrals.


Your potential customers have options who are your competition in the market. They can compare your product with you competitor’s for factors such as pricing and delivery by reading reviews. Potential clients  consider whether it would be wise to get your product by weighing benefits.


Your brand prominence can boost your chances of getting a purchase from them after consideration. When they make a purchase, it is an opportunity for you to persuade them to make a repurchase, and to refer other people. You achieve this by offering quality services.


Ensure the customer has the best customer experience and satisfaction throughout the journey. Customers stay where their needs are addressed promptly. Communicate with them to build a strong loyalty base


Satisfied customers have high chances of advocating for your brand. They are more willing to give testimonials of their experience too.


What is customer journey mapping?

Customer journey mapping is using a diagram that presents the experiences of customers in a visual way. It is a resource for your company as it outlines buyer experiences from which you draw their motivations, wants, preferences, and challenges.

You can implement the use of Excel spreadsheets outlining prominent events relating to customers. It can be the motivations of customers, the challenges, and the good experiences.

Combining all the information to connect how they relate, determine the causes and effects is what content mapping is all about. It helps you to visualize the experiences customers encounter with your brand.

 How to create a customer journey map?

The effective approach on how to create a customer journey map is one governed by set objectives. You will need to have a set of goals you look back when you are carrying out the following:

  • profiling the buyer personas
  • determining target customers
  • identifying what needs inclusion in the map
  • making changes to the journey map,

Use methods that bring forth a lot of information to create buyer personas, for example, questionnaires. Depending on the kind of journey map you want to create, you will need to focus on the specific customer personas.

Have a list that covers all areas of interaction between you and the target customer personas. Then note the kinds of actions they perform on the touch point areas.

 Learn the emotions and motivations that accompany customer interactions. Decide the factors you want to see in your journey map. These can be the current state of the customer journey, daily basis map, or future state map.

  How to analyze the customer journey

The first step to take to analyze the process is to put yourself in their shoes. The best way to fit in their position is to have an effective current customer journey map where you can assess the customer journey.

Observe all the gaps that surface upon completion of the journey map. Identify areas where customer expectations went unmet

Identify unnecessary customer touch points. Are there touchdowns where customers are always leaving without completing the transactions? Which points of interaction pose challenges to users more than they are useful? These are factors to eliminate to improve user experience.

Check for obstacles that push visitors to exit your company website within a few seconds of logging in, and eliminate them.

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