Customer Journey Map in 5 Steps
Posted: Thu Mar 27, 2025 5:45 am
You know the feeling: a customer unexpectedly abandons the purchase process . Despite all the analysis and research, you can't figure it out. What was the reason? What is sometimes not obvious can be visually represented with the help of a customer journey map . To ensure you don't lose any more customers in the future, we'll show you how it all works and how to create your own customer journey map.
What is a customer journey?
The customer journey describes the customer's journey to the final product purchase. amazon data Before making a purchase, they come into contact with the brand, company, or its services. These points of contact are called touchpoints .
The goal of a customer journey map is not only to acquire customers, but also to better understand and get to know potential customers . If an entrepreneur knows the preferences and behavior of their target audience, they can target their marketing or sales accordingly.
The customer journey is therefore an umbrella term for all processes that the customer goes through from the initial consideration to the final purchase of a product.
Ideally, the user becomes a customer and ultimately purchases a product or service. It's important to note that the customer journey doesn't end at this point ; it continues. Ideally, the buyer will then become a repeat customer who will happily return.
Create your own customer journey map
To construct a customer journey map, it's first important to consider where the customer's journey actually begins. These are usually the so-called micro-moments , when the user, guided by an intention or thought on their mobile device, stumbles upon your product or service by chance. This whole process usually happens incidentally and involuntarily . This is precisely when you should be available to this interested party.
To get to know your ideal customer better , a few steps are necessary in advance:
1. The research
To fill your customer journey map with information, you first need a rough idea and a concept of your potential customer. Find out who your target audience is and define them. This is easiest if you know exactly what your product offers. Include internal information in your research.
2. Identify touchpoints and channels
There will be an infinite number of touchpoints between your company and the buyer. By roughly categorizing your customer touchpoints , you can gain some perspective. Consider categories and think about possible touchpoints. Start systematically or chronologically and continue the imaginary journey of your ideal customer. The following questions can be insightful:
What happens before purchase?
How does the customer act during the purchase?
What happens after the purchase?
Before making a purchase, your customer will likely become aware of your company through advertising. Whether this is an online or offline marketing campaign? Whether through emails , events, or a visit to your website: find the first points of contact with your company.
Once the user is ready to purchase your product or service, examine the interfaces . Find out whether the transaction runs smoothly in your online store. To offer your customers the best possible service, you should be available even after the purchase is complete.
3. Sketch a storyboard
You can take the next step in your customer journey map by creating a storyboard . Here, too, you're better off approaching the whole thing visually. Identify a possible starting point and place your goal at the end of the map. Think of it in individual steps and expand on them if possible.
As you sketch out your potential storyboard, you may notice that some of the points you've written down seem counterintuitive . That's exactly what a storyboard is for: What experiences does the person have with your products?
What is a customer journey?
The customer journey describes the customer's journey to the final product purchase. amazon data Before making a purchase, they come into contact with the brand, company, or its services. These points of contact are called touchpoints .
The goal of a customer journey map is not only to acquire customers, but also to better understand and get to know potential customers . If an entrepreneur knows the preferences and behavior of their target audience, they can target their marketing or sales accordingly.
The customer journey is therefore an umbrella term for all processes that the customer goes through from the initial consideration to the final purchase of a product.
Ideally, the user becomes a customer and ultimately purchases a product or service. It's important to note that the customer journey doesn't end at this point ; it continues. Ideally, the buyer will then become a repeat customer who will happily return.
Create your own customer journey map
To construct a customer journey map, it's first important to consider where the customer's journey actually begins. These are usually the so-called micro-moments , when the user, guided by an intention or thought on their mobile device, stumbles upon your product or service by chance. This whole process usually happens incidentally and involuntarily . This is precisely when you should be available to this interested party.
To get to know your ideal customer better , a few steps are necessary in advance:
1. The research
To fill your customer journey map with information, you first need a rough idea and a concept of your potential customer. Find out who your target audience is and define them. This is easiest if you know exactly what your product offers. Include internal information in your research.
2. Identify touchpoints and channels
There will be an infinite number of touchpoints between your company and the buyer. By roughly categorizing your customer touchpoints , you can gain some perspective. Consider categories and think about possible touchpoints. Start systematically or chronologically and continue the imaginary journey of your ideal customer. The following questions can be insightful:
What happens before purchase?
How does the customer act during the purchase?
What happens after the purchase?
Before making a purchase, your customer will likely become aware of your company through advertising. Whether this is an online or offline marketing campaign? Whether through emails , events, or a visit to your website: find the first points of contact with your company.
Once the user is ready to purchase your product or service, examine the interfaces . Find out whether the transaction runs smoothly in your online store. To offer your customers the best possible service, you should be available even after the purchase is complete.
3. Sketch a storyboard
You can take the next step in your customer journey map by creating a storyboard . Here, too, you're better off approaching the whole thing visually. Identify a possible starting point and place your goal at the end of the map. Think of it in individual steps and expand on them if possible.
As you sketch out your potential storyboard, you may notice that some of the points you've written down seem counterintuitive . That's exactly what a storyboard is for: What experiences does the person have with your products?