Customers today are keen to connect and interact with brands and expect seamless and worthwhile experiences.

A whopping 80% of modern customers consider their experience with a company to be as important as its products or services.

They want businesses to know and remember them and what solutions they are looking for so they can resume where they left off without reiterating or clarifying their needs and challenges.

76% of customers expect more interactions from across departments in a company.

You ought to invest in establishing your company as a recognizable entity with expertise, which ensures that each customer touchpoint is addressed and optimized to salvage customers from their problems.

Jump Directly to

1 . What is a Customer Journey?

2. Customer Journey Mapping

3. 8 Tips to Build Successful Customer Journey Maps

Businesses utilize customer journey maps and develop a flexible strategy to provide unprecedented experiences to their customers across the customer journey.

What is a Customer Journey?

A customer journey is a complete path right from awareness to consideration to purchase to retention. It involves a sequence of steps and experiences that a customer has with a brand, product, or service.

Nearly 87% of business leaders agree that providing exceptional customer experiences is vital for their organization.

In other words, a customer journey traces a complete interaction roadmap from brand discovery to purchasing and beyond. The focus isn’t on transactions but instead on how the customer feels after interactions with the brand. 

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As a marketer, you will agree that it is not advisable to assume that the customer journey ends with the initial transaction because it really doesn’t end there. Stay on top of the minds of your customers by nurturing them following a strategic process.

Interesting Read: Top 5 Practices – Unified Customer Journey is the Key to Digital Conversion

How is the customer journey beneficial in gathering data and usable information? Here are the benefits listed:

  • Clearly describes all consumer contact points.
  • Assesses how the journey proceeds from start to finish.
  • Allows analysis of the behaviors and impressions directing to customer satisfaction based on customer contact points.
  • Generalize the journey of related audiences, thereby enabling you to make optimizations to keep consumers happy.

Customer Journey Mapping

Customer journey maps are a method for visualizing the customer’s experience of engaging with your brand or service. Creating customer journey maps is important because it gives your real insights into what your customers need and also allows you to consider how your customers really view your brand, rather than how you believe they do. 

Moreover, customer journey maps help you recognize any parts of your product, service, or process that aren’t delivering. It is to customer journey maps that connect companies with their customers as it allows match communication strategies with the customer expectations at each stage of the journey.

Almost 69% of customers prefer to interact with a company or brand in real-time.

Additionally, it gives a deeper-level overview of the entire process, helps analyze customer behaviors, and pinpoint critical points of interaction between the customers and companies.  

8 Tips to Build Successful Customer Journey Maps

Create customer journey maps that come up to snuff by following these tips:

1. Set a clear objective for the map

Before you begin creating your customer journey maps, you must first determine why you are doing so in the first place. What are the goals that you aim to achieve with the map? 

Your goals might be as simple as galvanizing sales, which is where building customer journey maps will articulate several different forms of conversion. Defining your goals clearly from the start will help you create buyer personas, set a base to capture every touchpoint throughout a customer journey, and get you strengthened relationships.

2. Define your personas

A buyer identity is a fictitious portrayal of the ideal customer or customers. The elements that define buyer personas are the characteristics complete with names, occupations, hobbies, and needs. By combining all of these details, you can analyze your buyer’s purchasing intent and cater them content appropriately.

Interesting Read: A Walk-through Customer Acquisition and Customer Lifecycle

Your buyer personas will have a lot of the details you’ll use to build a customer journey map. An organization may have several different customer profiles; you must determine if you want your map to represent several different buyer personas in a single segment, or into the most prominent personas, or whether you can create a separate map for each target customer.

3. Highlight your target customers

Once you have described different personas that communicate with your business, you’ll need to focus on identifying your target customers. Remember that customer journey maps trace customers’ experiences who follow a definite route for interacting with your business.

If you segment many personas into a single journey map, then that map might not correctly represent your customers’ experience, which you definitely will like to avoid.

Suppose you’re building your first customer journey map.

In that case, it is best to begin by using your most common customer persona and hypothesize about the path they’d follow if they were interacting with your business for the very first time.

You can utilize the marketing dashboard of the platform you use to compare them and decide which one is better for your map. The customers you left out can be covered in the new map, which you can always create tailored to these types of customers.

4. List out touchpoints

Touchpoint occurs when a customer connects with your brand when they visit your business website, see an advertisement, leave an online rating, buy and use your services, or contact customer support.

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Consider brainstorming about each and every way or method your customer uses to communicate with your brand and the acts they take with each one. Make an effort to think outside the box! 

5. Gather data and customer feedback

It would be best if you had a clear understanding of how your customers navigate around your brand at this stage in the process of creating your map. The next step is to determine what your customers think and feel as they transition from one touchpoint to the next touchpoint or stage-to-stage. 

There are several approaches for mapping the customer’s feelings, opinions, and motivations when they engage with your brand. You may create sections from in-person interviews and reviews, as well as statistics from polls and surveys.

You may also use emojis or pictures to relate input from customer tests and ranking systems and color codes to reflect customers’ emotions at each stage.

6. Determine pain points and points of friction

If you’ve mapped the data from customer feedback, it would be easier for you to see any possible points of obstacles or friction your customers might be experiencing.

Where are your customers expressing their difficulties or pain points?

Are there any loopholes in the journey or obstacles for your customers as they move between stages?

Interesting Read: Advantages Of Using Emails To Reduce Customer Churn Rate

Always take note of when your customer pain points appear, what causes them, how your customers respond specifically in the light of those pain points, and what departments of your organization are concerned.

There will undoubtedly be customer pain points throughout your map that you need to track superficially at each stage.

Identify and highlight the most common or troublesome points of friction that, when resolved, would have the greatest effect on the overall customer journey.

7. Identify areas for improvement

The first step in improving your customer’s overall experience is determining which parts of the customer journey need optimization. Come up with ideas or treatments for each pain point or problem.

It’s essential to have a part of your map dedicated to proposed suggestions or possibilities for improvement if you want to get the best out of it. You will need to make necessary changes and improvements, do more testing, and re-evaluate the customer journey until you’ve brainstormed new ways to relieve the customer’s frustrations.

For getting solutions for your customers’ pain points swiftly, create a separate map of an ideal customer journey and equate it to the real customer journey. Furthermore, comparing the maps can reveal what can be done to increase your customers’ perception of your brand.

8. Make Necessary Changes

Having identified the areas of improvement needed within customer journeys, now it is time to act.

Your data analysis should provide you with an idea about various improvements you can undergo to achieve your goals, such as making necessary changes to your website. Perhaps this is done to create more specific call-to-action links. Alternatively, it could be writing longer descriptions under each product to make its purpose more clear.

Changes, no matter how large or small, would be impactful because they are closely connected to what customers identified as their pain points or problem. Rather than make improvements unnecessarily in the expectation that it will boost customer experiences, it would be best to make improvements based on what customers need.

That will get you on the shore. With the assistance of visual customer journey maps, you can ensure that certain needs and pressure points are always addressed.

Customer journey maps demand constant work-in-progress. A monthly or quarterly review will further enable you to determine gaps and ways to streamline your customer journey better. Leverage your data analytics and customer feedback to shoot out any roadblocks or gaps.


To sum up, customer journey mapping is a critical tool for businesses to understand the customer experience and identify areas for improvement.

By following these eight tips – defining customer personas, mapping out the journey, identifying touch-points and channels, gathering data and feedback, collaborating with stakeholders, focusing on emotions as well as actions, making it visual and easy to understand, and continuously updating the map – businesses can create successful customer journey maps that lead to better customer experiences and increased loyalty.

Remember that the customer journey is an ongoing process, so be sure to regularly review and update your map to stay ahead of changing customer needs and expectations.


Sandeep is the Senior Content Writer at Aritic, where he creates content that adjures attention, builds authority, and drives action. He is a Linkedin maven who believes that learning is a lifelong process and has the ongoing curiosity to learn new things.

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