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Understanding Customer Journey Mapping

See the journey through the eyes of the customer!

With the hundreds of trending marketing terms around, people often get confused when defining “Buyer Persona” and “Customer Journey Map”. Let’s clear it up.

A buyer persona gives you a workable depiction of your average customer. A customer journey map, however, visualizes the experience a customer has across various stages of the buying process.

Customer journeys provide a look at the big picture, while buyer personas offer a snapshot. No concept is better than the other, however, and both should be used by businesses to understand their customers more in-depth.

infographic customer journey


What is Customer Journey Mapping?

An effective customer journey map should highlight your customers’ needs, as well as their touch-points and pain-points across various purchase phases.

“Touch-points” are the channels through which a customer interacts with a business, while “pain-points” are the underlying motivators that prompt customers to engage with a business. For example, a potential buyer with a dusty home is more likely

As customer journey mapping must always consider the emotions and the actions of a customer, the process of customer journey mapping should involve your business’ various internal and external stakeholders. Doing so assures that all customer variables are accounted for.

With well-researched customer journey maps, businesses can identify all touch-points and pain-points that customers are experiencing within their business’ funnel.


Benefits of Customer Journey Mapping

  • Clarification on the current state of the customer journey helps to pinpoint how the business currently gains and retains its customers.

  • Identification of gaps and pain-points in the overall business strategy helps to smooth out any possible negative customer experiences, improving efficiency and reducing buyer friction.

  • Improvement of customer targeting and personalization helps your customers believe you are an informed and empathetic business, listening to their needs at every step.

  • Unification of the customer data with the business helps to align the organization’s vision more closely to the consumer’s goals.


Creating a Customer Journey Map

Creating an effective and truly representative customer journey map can be an extensive process. Take a look at our example below to get an idea of how to accurately customer-map your business.

  1. Involve all stakeholders from departments that handle customer touch-points to offer their take on how the customer moves through their purchasing journey.

  2. Divide the customer journey into clear steps or stages. Remember to consider the customers’ perspective, not only your business’ funnel.

  3. After understanding your customers’ stages, list the possible touch- and pain-points that a customer could experience during these stages.

  4. List the emotions customers may be feeling at various stages. If you need deeper insight, ask your customers for feedback, or consult your departments that maintain high-touch with customers, such as customer support.

  5. After gathering your information, find a meaningful, visual way -- infographics, video, or presentation -- to communicate your discoveries to your employees.

Have your customer journey all figured out? All right then! Get selling.