Customer journey

Customer journey definition: Importance, construction and more

What is the customer journey?

The customer journey, also known as the buyer journey, is the complete experience a person has with your business from initial awareness to post-purchase. It helps you understand and optimise the entire customer experience to build satisfaction and loyalty through marketing and customer retention strategies.

Why is a customer journey map important?

Mapping a customer journey is vital for your business as it helps you achieve the following outcomes:

Benefits of customer journey mapping

  1. Reveals customer needs and issues
  2. Improves the customer experience
  3. Helps you target marketing efforts
  4. Boosts customer loyalty and advocacy
  5. Guides data-driven decisions
  6. Promotes continuous improvement

How do you create a customer journey map?

Here are nine simple steps to creating an effective customer journey map 👇

1 - Set objectives

Define the goals of creating the map. This could include improving customer satisfaction, increasing conversions or enhancing customer loyalty.

2 - Define customer personas

Create buyer personas of your typical and potential customers to understand who the journey is for. This could include demographics, behaviours, needs and pain points.

3 - Gather data

Collect data to gather insights into customer expectations and behaviour. This can be from surveys, social media, website analytics and customer support interactions.

4 - Map touchpoints and actions

Outline the stages of the customer journey map, from initial awareness to post-purchase. This involves identifying interactions customers have with your brand at each touchpoint.

5 - Note emotions

Capture the emotions, thoughts and feelings customers may experience during their journey. This humanises the map and helps identify emotional triggers.

6 - Identify pain points and opportunities

Locate where customers face challenges and identify opportunities to improve their experience.

7 - Construct the map

Create a visual map using diagrams, charts or specialised software. Include stages, customer touchpoints, actions, emotions and relevant data in the map.

8 - Confirm with stakeholders

Share the customer journey map with relevant teams, such as marketing, sales and customer service teams to gather additional insights.

9 - Monitor and update

Collect customer feedback and track metrics to gauge the effectiveness of improvements. Regularly revisit the map to adapt to changing customer needs and market trends.

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