Customer Journey Mapping


Customer Journey Mapping

Customer journey mapping is generally a series of maps illustrating customers’ actions while dealing with a business, from making online purchases to airing complaints on media platforms. Because websites are an integral part of all businesses, customer journey mapping is essential to ensure a good user experience for your customers.

User journeys refer to a user’s systematic steps to finish a task successfully. The user will often move from one stage to the next across various web pages and checkpoints during this interesting process. A user’s current path toward achieving a goal is mapped and figured out using the user journey. Then, this route is rebuilt to provide a successful user journey without obstacles. 

Traditionally, the output is various diagrams that show each webpage and decisions to accomplish across the process. Let’s discuss customer journey mapping in this blog.

Customer Journey Mapping 

Customer Journey Mapping must be grounded in statistical research and visually depict the various phases customers encounter depending on multiple factors, including customer experience and objectives, to develop successful graphical maps representing customers’ travels through these channels.

A customer journey visualisation can give important insights into your consumers’ thinking. The foundation for important modifications to your website’s service or product or the general customer satisfaction, marketing, and company strategy can then be laid as a result.

A customer journey map broadens that empathy to truly grasp their perspective and be helpful in your organisation’s customer experience improvement plans. By employing this strategy, you can use your customers’ viewpoints as a springboard to address any issues they could encounter when working with your business and navigating your website.

While addressing the process of customer journey mapping, some of the problems that can occur are:

  1. Lack of Involvement of Required Staff 
  2. Lack of Updates in Customer Journey Maps
  3. Inadequate Data

Lack of Involvement of Required Staff 

Companies must incorporate a variety of positions and departments, especially those that interact with customers, while developing a customer journey map. Therefore, when creating a customer journey map, businesses should solicit input from their staff. 

They should then share the maps and train the customer experience, website, marketing, and sales teams on how to use them to sell to attract the target audience and improve customer experience.

Lack of Updates in Customer Journey Maps

Companies should regularly update user journey maps for their websites to account for changes in customers, markets, and products. Customer travel maps could become outdated or erroneous without regular updates.

Inadequate Data

It is challenging to construct customer journey maps without using data to identify the behaviours, desired interactions, and customer satisfaction levels at each trip stage. Initiatives, surveys, and social media monitoring are all ways that businesses can collect customer data.

Components of Customer Journey Mapping

Some of the components that should become a part of customer journey mapping are as follows: 

  • The primary data source for a useful map is qualitative research with small sample sizes. Quantitative data, however, can enhance the credibility of the results and can offer further insights. The net promoter score and other customer satisfaction measures ensure that your map can assess how well you’re doing with Customer Experience (CX) improvements.
  • You can leverage the data collected when deciding where to make CX enhancements and which ones would yield the best and fastest returns. Additionally, it will enable you to track the development of any ongoing initiatives and pinpoint regions needing additional funding.
  • A map must have a distinct purpose and offer actionable information to be useful. Include all of your findings, favourable or negative, and then look for any connections between them and your customer’s behaviour, objectives, and expectations.
  • A customer journey map must start with the client experience. Generally, the most effective strategies will target a certain consumer category and be founded on facts rather than conjecture. These facts include information about how or where customers connect with your business and how they think about those encounters.
  • A customer journey map already provides a visual representation of the customer experience. Still, you might want to go a step further to make it more useful by arranging it both attractively for viewers and in a way that will allow you to add more data as you collect it. You might even consider making numerous versions for different persons based on their unique duties.

What is a Customer Journey?

It’s critical to plan and foresee how a consumer will behave at every stage of the buying process, given the ongoing advances in technology and the various ways people make purchases online.

Understanding your users’ behaviour while using your website and what you can do to make their experience better, so they return are all parts of the customer journey. For example, an organisation can better understand how its customers go through the full sales process and how they feel by employing a customer journey map to analyse user behaviour.

Why is Customer Journey Mapping important?

Below are some points that will make you understand why the customer journey is important.

  • Businesses have the opportunity to gain pertinent data into the target audience’s thinking at an early point of the customer journey. Not only does it help you to get to know the consumer well and answers the most important questions about what they need, what they want to accomplish, and what they like about your goods or services.
  • By documenting your interactions with customers, you have the opportunity to highlight areas for improvement and ultimately improve the customer experience.


The company will communicate with the customers with greater empathy if it truly understands them, ultimately increasing the customers’ faith in the brand.

  • You also are filling the voids left by our rivals by involving your clients in the process. It will aid in your exploration of potential and provide distinctive customer experience subtleties that will help you stand out from the competition.
  • As shortly as you start interacting with clients, you will recognise their viewpoints and take action on the areas that need improvement. According to experts, one of the most important aspects of the customer journey procedure to examine is this.
  • You can boost the campaign performance and be given the ability to develop a memorable brand experience by basing your marketing plan and campaign on the consumer journey. It enables you to cut prices, make the best possible use of your budget, and reach a larger global audience without incurring excessive charges and costs.

Customer Experience

Consider the customer experience while addressing the customer journey by getting to know them, interacting with them, and then determining the best course for creating their journey.

The four components that describe the critical steps in the customer journey are as follows:

  • Converting leads into customers
  • Audience participation
  • Taking care of the clients
  • Fulfilling the expectations of the customer

Customer Journey Stages

The customer journey stages include the following. 

  1. The Awareness Stage
  2. The Consideration Stage 
  3. The Purchasing Stage
  4. The Retention Stage
  5. The Advocacy Stage

The Awareness Stage 

The consumer learns about the brand through various strategies, such as advertising and social media. Increased client awareness depends on knowing who your target audience is and being able to connect with them on the appropriate channel and at the appropriate time. The key to optimising this is conducting research. Consumer research, social media outreach, and analytics are available options.

Analytics platform development has been amazing. These platforms can offer a multitude of data, such as dwell time, location, age, gender, preferred device, and conversion rate. Developing ways to raise awareness can be greatly aided by knowing precisely who your consumers are and how they find and engage with your company.

The Consideration Stage 

The consumer actively examines whether or not to purchase the goods or services offered after realising they have a requirement that has to be filled. As a result, consumers are losing faith in corporate marketing and advertising messages more and more. Instead, while making purchases, they rely on the advice and judgement of their close ones.

Prominently displaying testimonials on your various channels can easily get your business into the consideration dialogue. In addition, incorporating your own opinion on how your company has benefited clients can give customers a better understanding of the company’s culture and help them perceive it as a legitimate company run by actual people.

The Purchasing Stage 

This phase is also known as the decision phase. The customer has completed their decision-making process, compared your brand to the rivals or alternatives, and is prepared to buy. At this point, being as open and honest about prices is beneficial.

The Retention Stage 

Customers desire it to be as simple as possible to contact your company after purchasing if they need help or guidance. You’ll have all the bases covered if you offer and promote digital, social media, telephone, and in-person engagement. Your front-line staff’s decision-making speed is also beneficial. Customers will quickly grow irate if your customer support personnel lacks access to the information they require and cannot assist.

The Advocacy Stage 

Approaches for advocacy must include proactive responses to criticism and ways to highlight success. Keeping a careful eye on your business’s social media profiles is also crucial because it’s becoming increasingly popular for customers to air their grievances. 

During these stages, certain obstacles might block your way. They can be as follows:

Customer Experience

Customers are demanding more and more that their experience be properly tailored to meet their unique demands. That offers a variety of shopping choices and consistently more practical customer service.

When choosing a product or service, customers are increasingly inclined to consult recommendations from family and close friends. For this reason, your company must enjoy a good reputation among these groups. Due to this, advocacy platforms have developed, and it is impossible to overstate their impact on consumer behaviour.


Being authentic does not require your company’s goods to be handmade or made entirely of natural ingredients. Instead, it means that clients want businesses that understand them, have empathy for them and care about assisting them in resolving their issues. 

A customer expects to be connected on a conscious level. Customers are quick to recognise businesses who approach this as a checkbox task.

Complex Technology

Customers are rapidly integrating technology into their buying processes, going through increasingly complicated buying journeys, and frequently using numerous channels and devices to accomplish a single purchase.

Customers’ demand to be able to utilise their chosen ways or channels at every stage and at any time makes it more difficult for marketers to contact them, even though it may appear at first glance that doing so would increase their chances of doing so. 

Wrapping Up

To map out the customer journey it is necessary to understand the customer’s experience while visiting your website. You can create a better encounter for customers once you see how visitors engage with your business.


How can the process of customer journey be used in marketing?

This is a technique marketers and developers can use to understand better the related experiences consumers want and require. Whether executing the desired activity or moving through the entire customer lifecycle from prospect to devoted supporter.

What should be the components of a journey map?

The structure of many of these journey maps is the same. At the top comes the user, scenarios and circumstances and creating outlines of the objectives. Then comes the phases comprising the user’s actions, opinions, and emotional responses. The last component comprises opportunities, perspectives, and intrinsic ownership.

What do you mean by customer touchpoints?

Customer touchpoints refer to the different occasions when a customer interacts with your brand via direct or indirect means. The customer journey comprises these touchpoints, which are crucial for affecting the customer experience.

Learn more about e-Commerce

Understanding a customer’s journey is an integral part of e-Commerce. If you want to learn more about building a website, then try our free 5 Day Coding Challenge (register through the form below). If you want to become a qualified software developer with a specialisation in e-Commerce, then have a look at our full-stack software development programme, which offers a specialisation in e-Commerce.

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