How to Create a Customer Journey Map

What is a Customer Journey Map?

A customer journey map is a visual representation of the interactions a customer has with a company or organization. It usually consists of a series of steps or stages that a customer goes through, beginning with initial awareness or consideration of a product or service and continuing through purchase and post-purchase stages such as customer service and retention. The map may also include touchpoints where the customer interacts with the company, such as a website or physical store, as well as the customer’s emotions and needs at each stage. A customer journey map is created to gain a deeper understanding of the customer experience, which can then be used to inform business decisions and improve the customer experience.

Advantages of Customer Journey Mapping of customer journey mapping

In the mid-2000s, digital marketers’ understanding of the consumer purchasing process was heavily based on the traditional, linear customer funnel – which is now out of date. Marketers now recognize that the path to purchase is not as straight as the funnel model would have us believe.

Buyers and browsers have more ways than ever before to interact with businesses, and the emphasis has shifted from getting people into your funnel to providing an exceptional customer experience.


  • Improved customer understanding: Businesses can gain a better understanding of their customers’ needs, pain points, and behaviors by mapping out the various stages and touchpoints of the customer journey. This enables them to better tailor their products, services, and marketing efforts to those needs.

  • Customer satisfaction: Businesses can improve the overall customer experience by identifying and addressing pain points in the customer journey, leading to increased satisfaction and loyalty.

  • Enhanced sales and revenue: Businesses can increase customer retention and attract new customers by improving the customer experience, resulting in increased sales and revenue.

  • Improved productivity: By identifying bottlenecks and inefficiencies in the customer journey, businesses can improve efficiency and reduce costs by optimizing their processes and systems.

  • Better teamwork and collaboration: Businesses can foster better teamwork and collaboration across the organization by involving different teams and departments in the customer journey mapping process.

  • Elevated ability to identify trends: Businesses can identify trends and patterns in customer behavior by tracking and analyzing customer journey data, which can then be used to inform marketing and business strategies.

 Types of Customer Journey Maps

  1. Service blueprint is a detailed map that depicts the various touchpoints and interactions that a customer has with a company throughout their journey. It assists businesses in identifying areas where they can improve service delivery.


  2. Flowchart is a visual representation of the steps a customer takes during their journey. It helps in understanding the customer’s path to purchase and identifying bottlenecks or roadblocks along the way.


  1. An experience map is a visual representation of the customer’s thoughts, feelings, and actions as they travel that emphasizes the emotional and psychological aspects of the experience. It assists businesses in understanding their customers’ emotions and needs throughout their journey and understanding the customer’s point of view and identifying areas for improvement.

Steps to create Customer Journey Map journey map

Designing a customer journey map is a continuous process because businesses must constantly monitor customer interactions and make changes as needed. It is an efficient method for understanding customer perception, identifying opportunities for improvement, and designing a customer-centric business strategy.

1. Understand your buyer’s goals 
Identify your target audience, understand who your customers are and what their needs, wants, and pain points are. Define your customer journey stages Break down the customer journey into different stages, such as awareness, consideration, and purchase. Set clear and measurable goals and determine what you want to achieve with your customer journey map, such as increasing customer satisfaction, reducing churn, or boosting sales.

Identify key metrics, Choose metrics that will help you measure your progress and success, such as conversion rate, customer retention, or net promoter score. Create a plan of action to develop a plan to achieve your goals and track your progress regularly. Use data and customer feedback to make adjustments as needed.

To communicate and collaborate, share your customer journey map and goals with your team and stakeholders to ensure everyone is on the same page and working towards the same objectives. Continue to optimize and regularly review and update your customer journey map based on customer feedback and new data to ensure it remains relevant and effective.

2. Identify your buyer persona

Determine what specific information you want to gather about your target audience through persona research. This could include demographics, behavior patterns, pain points, and goals. Define the specific group of people you want to research. This could include age, gender, income level, education, and job title. Use a variety of methods to collect data, including surveys, interviews, focus groups, and online research. Be sure to gather both quantitative and qualitative data.

Identify patterns and trends in the information you’ve gathered. Use this information to create detailed personas that represent different segments of your target audience. Share your personas with a representative sample of your target audience to validate your findings and make sure they are accurate. Once your personas are complete, use them to guide your marketing and product development decisions. Keep them updated as your understanding of your target audience evolves.

3. Determine buyer touchpoints
The buyer first becomes aware of the product or service through various marketing and advertising channels, such as social media, search engines, and traditional advertising. The buyer conducts research on the product or service, comparing it to similar offerings from competitors and evaluating its features, benefits, and pricing. A buyer reaches out to the company, either through a website form, email, or phone call, to ask questions and request more information.

 The company provides a demonstration of the product or service, either in-person or online, to show the buyer how it works and address any remaining questions or concerns. It also provides a formal proposal and pricing information, and the buyer negotiates terms and conditions before making a purchase. The buyer completes the purchase and becomes a customer.

The company provides onboarding and training to help the buyer fully utilize the product or service and get the most value from it. It also provides ongoing support and maintenance to the buyer, addressing any issues or concerns that may arise and helping the buyer achieve their desired outcomes. The buyer may renew their contract or purchase additional products or services and he may refer the product or service to others, providing valuable word-of-mouth marketing for the company.

4. Map current and future states

Gather data on the demographics, psychographics, and behavior patterns of your current customers and compare them to your ideal customer profile. This information can be gathered using tools such as surveys, focus groups, and customer interviews. Once you have a firm grasp on the current state of your buyer persona, you can use that knowledge to inform your marketing and sales strategy.

After you’ve visualized the current state of the customer journey, your map will most likely show some gaps in your customer experience, information overlap, poor transitions between stages, and significant pain points or obstacles for customers 


Present your findings to the entire company to bring everyone up to speed on the areas that need to be improved, along with a clear roadmap for expected change and how their roles will contribute to improving the customer journey.


Don’t let the potential of a poor customer experience keep you awake at night. Understand the current state of the customer journey with Vispan Solutions and make the necessary changes to attract and retain customers.