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A good customer experience is required for any product to fully unleash its potential. So how do you know if your customer experience is on the right path? Gain a better understanding and deepen the insights on your target users with our collection of Customer Journey Maps (Part 2). Use this essential visualization tool to learn from the good's, identify the bad's, ease user pain points, and continuously improve your offerings.

Slide highlights

A typical customer journey map visualizes what your customer goes through from brand awareness to advocacy. (Slide 1)

The flows and arrows of a journey map can demonstrate how various business components work together to inspire customer decisions. (Slide 7)

In a table form, a customer journey map also monitors the needs, emotions, and barriers that trigger or prevent actions to meet business objectives. (Slide 8)

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Customer journey maps deepen your organization's understanding of how users find and engage with your company. They're used to pinpoint how your customers feel and which actions they take across critical touchpoints.

With a full story of the customer experience, you can improve features across sales, marketing, and product design. Identify pain points and improve the experience at those points. Simplify and clarify communication. Provide additional resources. Or even go as detailed as redesigning the look of a button.



Customer journeys are commonly used nowadays for digital products or features within products. While the examples presented here are focused more on sales and marketing, the journey isn't always just about a purchase. Edit these maps for whatever process you want to improve upon. For instance, you could create a journey map for a customer referral program. How can they feel motivated to start the process? What rewards do they get?

Stages of customer journey

We begin with a simple customer journey map with six stages. Each stage has underlying components that contribute to its success. For example, to create awareness, you can pay for online ads, improve SEO, or earn word-of-mouth recognition. To create advocacy, you can earn referrals through customer reviews, add a share feature, or make recommendations based on previous purchases (Slide 1). Alternatively, plot the key actions on a physical track to show how each activity leads to the next. (Slide 2)

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With this visualization, we focus on Discoverability, Reputation, and Conversion. Below each stage are the actions your business should take. At the bottom is the action the customer takes. For instance, during the Discoverability stage, the customer action is "search." In the middle are resources the customer can use to perform the action. In this example, they can use directories or mobile apps to hear about your business. (Slide 3-4)

This visualization divides the customer journey into stages to "get customers" and stages to "grow customers." Here, retention is the key event that leads to brand loyalty. (Slide 6)

Plot what the customer goes through and what you provide for them across the buy, deploy, advocate stages. The bottom half is the business operation needed to achieve each key step of this customer journey. (Slide 7)

Customer emotions

Feelings and barriers are qualitative measurements common to customer journey maps. This table describes the customer's emotional up's and down's as they go through each step. For example, a complex checkout process can make a customer feel frustrated, impatient, anxious, or indecisive. Negative sentiments like this can be pinpointed and improved upon. (Slide 8-9)

Likewise, a journey map with peaks and valleys is based on the highs and lows of customer emotions. Divide up experiences by "negative" and "positive" to specify product issues that correspond with a customer's negative emotions. For example, a tedious consideration stage with a complicated website can reach a negative low. Separately, a discovery call that enlightens and simplifies the process can bring out a positive high. Customer journey maps can be used to create infinite feedback loops between buy and referral stages. (Slide 11-13)

For more in this collection, check out our Customer Journey Maps.

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