The Ultimate Guide To Engage More Customers With Journey Mapping

Journey Mapping

The customer journey recognizes decision-making. 

Customers usually stray off the paved path, down unanticipated back roads, and revisit possibilities before making a final decision. 

The marketer’s role then, is to understand this process and guide prospects who stray off the path. 

The customer journey is divided into specific phases. 

If you’re wondering how to create a customer journey map, or the benefits of customer journey mapping, read on…

  1. Customer Journey: A Definition
  2. Customer experience journey stages
  3. 5 tips for conducting customer experience journey mapping
  4. Customer journey analysis
  5. What is the customer journey mapping framework?
  6. 6 best practices to improve your customer experience
  7. 4 benefits of customer journey mapping

“It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos

Customer Journey: A Definition

Customers go through various stages and experiences when they interact with your brand. 

Marketers called this the “customer journey.” 

It makes sense to look at the full set of transactions or experiences in your customer’s journey.

You need to cover the entire process that leads a prospect from the very first touchpoint to the very last in becoming a customer. 

When people decide to buy or use a product or brand, they usually look at it several times before making a decision.

Each such point is called a ‘touchpoint’ in marketing. The customer journey moves on to these touchpoints.

Almost all of the buyer’s journey is now digital. In the “customer journey,” you use existing data to determine how people react to different situations.

Creating a customer journey is pretty straightforward. Think of it as a marketing tool that anyone could make. 

It can help you figure out what your customers want and need. It enables marketers to figure out what customers want and need and plan for the future.

Customer experience journey stages

Seventy-six percent of consumers in the B2B market want material tailored to their customer journey stage. 

There are 5 stages – Identify each stage and understand their journey to deliver the appropriate content at the right moment.

  1. Awareness
  2. Interest
  3. Action
  4. Retention
  5. Advocacy

#1: Awareness

Your audience has noticed a problem and is actively scouting for solutions. 

It’s your job as a marketer to show that you understand the prospect’s situation and provide them with the knowledge and resources to help solve it.

#2: Interest

Prospects compare your product to the competition.

At this stage, your audience is reading reviews, comparing costs, investigating competitors, and learning more about your product or service.

Prospects compare prices for an average of 16 minutes.

#3: Action

The potential buyers have presumably done their essential investigation. 

Customer feedback is critical at this stage. Ninety-seven percent of buyers rely on reviews.

#4: Retention

Current customers are five times easier and cheaper to keep than new ones. 

Follow up; you’ll be surprised to see how a simple thank you can help you retain customers.

#5: Advocacy

Your audience actively promotes your brand. 

Word-of-mouth marketing is a very effective marketing technique. Make this part of your marketing process.

5 tips for conducting customer experience journey mapping

  1. Set a goal
  2. Survey Customers
  3. Identify pain points and vocabulary
  4. Craft the journey maps
  5. Update the journey map
  6. Make the map accessible

#1: Set a goal

Assess your goals – improve buyer experiences or introduce a new product.

A customer journey map can help you avoid stepping stones on significant projects like this.

#2: Survey customers

Ask your consumers (directly) how they feel about doing business with you – get a better picture of their experience.

#3: Pain points and vocabulary

Customers don’t always know what their pain points are.

Convert client pain issues into business terminology that you and your team understand.

#4: Craft journey maps for buyer personas

Customer life cycles, psychographics, and demographics influence how a person interacts with your business.

It’s a good idea to create buyer personas and customer journey maps.

#5: Update journey maps

When your product or service changes, so does the buying process. 

A minor modification, such as adding a field to a lead form, might cause significant issues for clients. 

So, check the customer journey map before and after adjustments.

#6: Make the maps accessible 

Customer journey maps are useless in a vacuum — allow cross-functional teams to share input. 

After that, make sure each team has a copy of the map to keep the consumer in mind.

Customer journey analysis

Analyzing customer journeys will allow your company to see its products or services from the consumer’s perspective. 

This travel can be mapped and then examined. Enabling enterprises to build products and services that help customers reach their goals as efficiently as feasible. Today, customer journey analysis uses Big Data to detect complex patterns in customer experiences.

Customer Journey Analysis can help your company…

  • Recognize your clients’ needs.
  • Distinguish between an organization’s perception and what a consumer receives.
  • Improve the company’s customer relations.
  • Discover circumstances that contribute to a positive or unsatisfactory outcome for a customer.
  • Reduce customer complaints.
  • Define success.
  • Cut costs, cycle times, and time to market.

What is the customer journey mapping framework?

A well-designed journey framework can act as a “lens” for brands to uncover new opportunities and insights—the most critical aspect in determining the framework most fit for your sector and situation. 

SKIM has established four fundamental frameworks effective in leading clients through this cross-functional strategic initiative.

Step one, select an appropriate journey framework. 

This will enable your organization to gain insights. However, as brands evolve, mapping is merely the first step. 

Insight managers and marketers need to acquire a designer attitude to increase their perceptions and knowledge, design consumer experiences and drive behavioral change through design thinking principles.

Adjusting perspective to view the customer journey through the customer’s eyes can act as a catalyst for breaking down organizational silos and leveraging digital transformation to generate exceptional multichannel customers.

6 best practices to improve your customer experience

  1. Empower your staff
  2. Value external ideas
  3. Create new customer experiences
  4. Use an omnichannel approach
  5. Try  open-text feedback
  6. Create customer feedback programs

See how each one works.

#1. Empower your staff

Find out what stops your employees from delighting customers. Use an employee pulse survey to identify day-to-day employee issues.

#2 Value external ideas

Listening to their ideas and opinions is essential to show employees value.

#3 Create new customer experiences

The latest digital technology has sped up insight time and made new levels of personalization/service scalable.

#4 Use an omnichannel approach

Customers interact with brands through various offline and online channels, embracing an omnichannel approach is critical. Shift your business thinking – go hand in hand with prioritizing CX (customer experience).

#5 Try  open-text feedback

By directly hearing from customers – through open-text responses on surveys, you can better understand their motivations and make better CX decisions.

#6 Create customer feedback programs

Creating a program to collect and act on customer feedback will help you better understand their needs, develop better products, and retain customers.

4 benefits of customer journey mapping

  1. Empathize with your audience
  2. Unify the customer journey
  3. Predict behavior
  4. Improve the journey

#1 Empathize with your audience

Understand your customer’s perspective better and collect data. This data can then improve customer experience and sales and marketing strategies.

#2 Unify the customer journey

Every department sees the same path a buyer takes when engaging with your brand, ensuring all departments intelligently work toward predetermined goals.

#3 Predict behavior

You can predict which ones will convert by observing behavior patterns. Then you can help potential customers find the right products and take the proper steps.

#4 Improve the journey

The benefits of customer journey mapping include showing you how buyers interact with your company. These insights help you reduce friction in the customer journey and increase brand engagement.


Employees perform their duties more efficiently when they have a deeper awareness of the company’s goals and policies. 

Customer journey maps enable organizations to engage emotionally with their customers and give them the best possible experience in a proactive manner. 

Think of your target audience as little children who wander off (your sales funnel). It’s your job as a marketer to nurture them and guide them through the stages of the buyer’s journey. 

Now that you know how to create a customer journey map and the benefits of customer journey mapping, you should apply these principles in your marketing strategy.

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