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Create a Customer Journey Map*

What is a Customer Journey Map?

A customer journey map is a visual representation of the steps and experiences a customer goes through when interacting with a business, from initial awareness to post-purchase follow-up. It typically includes key touchpoints, emotions, and pain points that customers may encounter throughout their journey.

Benefits of Customer Journey Maps

Customer journey maps can provide several benefits for businesses, including:

  • Improved Customer Understanding: By visualizing the customer journey, businesses can gain a deeper understanding of customer needs, behaviors, and preferences.
  • Enhanced Customer Experience: Customer journey maps can help businesses identify pain points in the customer journey and find opportunities to improve the overall customer experience.
  • Increased Customer Loyalty: By addressing pain points and enhancing the overall customer experience, businesses can build stronger relationships with their customers and increase customer loyalty.
  • Improved Business Performance: Customer journey maps can help businesses identify areas for improvement in their processes and operations, leading to better business performance.

Included in a Customer Journey Map

The specific elements included in a customer journey map can vary depending on the business and the customer journey being mapped. However, some common elements may include:

  1. Customer Personas: A customer journey map may include personas representing the different types of customers a business interacts with.
  2. Key Touchpoints: The map should include the various points at which customers interact with the business, such as website visits, phone calls, or in-store visits.
  3. Emotions and Pain Points: Customer journey maps should include the emotional responses customers may have at different points in the journey, as well as any pain points or frustrations they may experience.
  4. Opportunities for Improvement: Customer journey maps should identify opportunities for businesses to improve the customer experience at different touchpoints in the journey.

How are Customer Journey Maps Best Used?

Customer journey maps can be used in a variety of ways to improve the customer experience and business performance. Some ways they may be used include:

  • Developing Marketing Strategies: Customer journey maps can help businesses better understand their customers and develop marketing strategies that target their specific needs and preferences.
  • Improving Customer Service: By identifying pain points and opportunities for improvement, customer journey maps can help businesses improve their customer service and support.
  • Designing Products and Services: Customer journey maps can help businesses design products and services that meet the specific needs and preferences of their customers.
  • Monitoring Customer Feedback: Customer journey maps can be used as a framework for monitoring customer feedback and identifying areas for improvement in the customer experience.

5 Steps to Creating a Customer Journey Map


Introduce Your Customer and Their Problem

What is the issue your character is having?


Explain Why this Issue is Negatively Impacting Their Life

Remember- an issue isn’t an issue unless it has negative consequences.


Show How Your Product Can Serve as a Solution for Their Issue

What makes your product the best?


How Would Your Customer Come Across Your Product?

Billboard? Pay per click campaign? Cold calls? Show how this customer could become aware of your product as a potential solution for their issue.


Show a Happy Customer Using the Product

Was their original issue solved or did this just create more potential issues for them?

Frequently Asked Questions about Customer Journey Maps

Who typically creates a customer journey map?

Customer journey maps can be created by a variety of people within a business, including marketers, product designers, customer service representatives, and business analysts.

How do you gather information for a customer journey map?

Information for a customer journey map can be gathered through a variety of methods, such as customer surveys, interviews, and data analysis.

How often should customer journey maps be updated?

Customer journey maps should be updated regularly to reflect changes in customer behavior, business processes, and market conditions.

Can customer journey maps be used for both B2C and B2B businesses?

Yes, customer journey maps can be used for both B2C and B2B businesses, as both types of businesses have customers who go through a journey when interacting with them.

Are customer journey maps always linear?

No, customer journey maps do not always have to be linear. Some customer journeys may be more cyclical or iterative, and the map should reflect this.

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