But, a well-constructed and researched customer journey map can give you the insights to drastically improve your business’s customer experience. Without an essential understanding of your customers and their needs, a customer map will not lead you to success. Research your target audiences to understand how they make decisions, decide to purchase, etc. Your customer journey maps may need to be tailored to your business or product, but the best way to identify and refine these phases is to actually talk to your customers. Your customer journey map should include touchpoints and moments of truth, but also potential customer feelings, such as frustration or confusion, and any actions you want the customer to take.Ĭustomer journey maps are often based on a timeline of events, such as a customer’s first visit on your website and the way they progress towards their first in-product experience, then purchase, onboarding emails, cancellation, etc. These visuals tell a story about how a customer moves through each phase of interaction and experiences each phase. A customer journey map is a visual representation of a customer’s experience with your brand.
