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What is customer journey mapping?

Definition: Customer journey mapping is the process of creating a visual representation of the customer's experience with a company, product, or service, from initial awareness to post-purchase stages. 

Customer journey mapping aims to identify key touchpoints and understand customer needs and pain points at each part of the customer journey.

This allows you to streamline and personalize marketing strategies and enhance the overall customer experience, leading to an increase in sales and customer satisfaction.

Customer journey map example from Lucidchart

How to map customer journey

  • Define your goals: Determine the purpose and scope of your customer journey map. Are you focusing on a specific product or service or the overall brand experience? What do you want to learn from the map?
  • Identify and research your target audience: Define the customer segment or persona for whom you're creating the map. Understand their demographics, behaviors, needs, and preferences.
  • List customer touchpoints: Identify all the points where customers interact with your company, including websites, social media, emails, in-store experiences, customer support, and more.
  • Outline the stages: Break down the customer journey into key stages, such as awareness, consideration, purchase, usage, and post-purchase support.
  • Map customer actions, emotions, and expectations: For each stage, document what customers do, feel, and expect. Identify any pain points or areas where customers might experience frustration or confusion.
  • Visualize the journey: Create a visual representation of the customer journey, using diagrams, flowcharts, or other visual aids. Make sure it's easy to understand and share with your team.

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Article FAQs

What is a customer journey map example?
You can check the customer journey map example in the “What is customer journey mapping” section above.
What are the 5 A's used for building a customer journey map?
According to Philip Kotler, the 5 A’s in the customer journey mapping stand for: Awareness, Appeal, Ask, Act and Advocacy.
What are the 5 stages of the customer journey?
The 5 stages of the customer journey are awareness, consideration, purchase, retention, and advocacy.‍

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