Your Customer is On a Journey. Are You Mapping It?

With more than 80% of companies competing primarily on customer experience (CX) today, businesses that fail to grasp the intricacies of their customers’ interactions risk falling behind. By gaining a deep understanding of the customer journey, businesses can optimize their marketing strategies, improve customer satisfaction, and ultimately drive growth.

Customer journey mapping is the process of creating a visual representation of every step a customer takes from their first interaction with a brand to becoming a loyal advocate. This map provides a comprehensive view of the CX, including all touchpoints, channels, and emotions involved. It is a powerful tool that helps businesses empathize with their customers, identify pain points, and uncover opportunities for improvement that are specifically tailored to the exact mindset their customer or prospect is currently in.

Journey mapping reveals a deeper insight into consumer behavior, identifying key touchpoints, and improving the customer experience.

The Stages of the Customer Journey

The customer journey consists of five major stages: awareness, consideration, decision, retention, and advocacy. First, the target is made aware of a product or service. They then evaluate their options, and in the decision stage, they complete the transaction. In the retention stage, they are encouraged to continue using the product or service, and in the advocacy stage, they recommend it to others.

1. Awareness

In the initial phase of the customer journey, potential customers first learn about a brand through various touchpoints, including:

  • Advertising
  • Social media
  • Blog posts
  • Search engine results
  • Word-of-mouth referrals

These channels serve as entry points for potential customers to discover and learn about the brand and establish it as a trustworthy authority in the industry. This stage captures the attention of the target audience and builds trust by providing valuable information and answering their questions. 

2. Consideration

Next, potential customers actively evaluate and compare different solutions to their problems. The goal in this stage is to position the brand as the best alternative to capture the customer’s interest. Consideration touchpoints include:

  • Websites
  • Product pages
  • Customer reviews
  • Comparison articles

To stand out, businesses should focus on highlighting their unique value proposition and differentiating themselves from competitors. This can be achieved through detailed product descriptions, case studies, testimonials, and comparative content that showcases the brand’s strengths.

3. Decision

Once a prospect becomes aware of the brand solution and finishes evaluating it, they move into the decision stage, the pivotal moment when leads are ready to make a purchase. Hence, this stage directly impacts revenue and customer acquisition. Customers interact with the brand through its:

  • Website
  • Product pages
  • Shopping cart
  • Customer support
  • Live chat
  • In-store experiences

To convince customers to make a purchase, businesses must focus on creating a seamless and user-friendly buying experience. This includes optimizing the website for conversions, offering clear calls-to-action, providing transparent pricing and shipping information, and streamlining the checkout process. Personalized recommendations and limited-time offers can also encourage customers to complete their purchases.

4. Retention

The post-purchase stages, starting with retention, focus on nurturing relationships with existing customers to drive repeat business and loyalty. Retaining customers is virtually always more cost-effective than acquiring new ones, making this stage crucial for long-term growth and profitability. In the retention stage, customers interact with brands through channels such as:

  • Email
  • Loyalty programs
  • Personalized recommendations
  • Customer support

Social media and community forums can also play a role in fostering ongoing engagement with tailored and relevant content based on the customer’s preferences and purchase history.

5. Advocacy

The advocacy stage represents the ultimate goal of the customer journey, where satisfied customers actively promote the brand to others, generating earned media. These loyal customers become powerful brand ambassadors, driving organic growth through word-of-mouth referrals and positive reviews. Advocacy touchpoints include:

  • Social media shares
  • Customer reviews
  • Testimonials
  • Referral programs

Customers may also advocate for the brand through online communities, forums, and in-person interactions with friends and family. Businesses should focus on creating emotional connections with customers and providing opportunities for them to share their positive experiences. This can involve implementing referral incentives, showcasing customer stories, and actively engaging with and sharing user-generated content on social media platforms.

Integrating customer journey maps with marketing automation creates dynamic marketing paths that adapt to individual customer experiences.

Customizing a Journey Map

Before creating a customer journey map, it is essential to set clear objectives that align with the brand’s goals. These objectives may include improving the buying experience, launching a new product, or identifying and addressing pain points in the customer journey. With that information in hand, firms can begin creating buyer personas, identifying touchpoints, mapping customer experiences, collecting data, and visualizing the map they built.

1. Create Buyer Personas

Buyer personas are fictional representations of a brand’s ideal customer based on real data and market research. A comprehensive buyer persona should include demographic information (age, gender, location, income), psychographic details (interests, values, lifestyle), behavioral data (purchasing habits, brand interactions), and key motivators and challenges. It should also outline the persona’s goals, preferred channels, and decision-making process.

2. Identify Touchpoints at Each Stage

Online touchpoints are the digital interactions a customer has with a brand throughout their journey. These may include the company website, social media profiles, email communications, online ads, product reviews, and live chat support. Offline touchpoints are the physical interactions a customer has with a brand, such as in-store experiences, events, print advertisements, direct mail, and face-to-face customer support.

3. Map the CX at Each Touchpoint

For each touchpoint, the journey map should detail the customer’s actions, emotions, motivations, and pain points. This includes what the customer is doing, how they are feeling, what drives their behavior, and any frustrations or obstacles they encounter. In response to each, the journey map should outline the brand’s solutions and strategies. This may involve addressing pain points, providing relevant information, offering personalized recommendations, or streamlining processes to improve the overall CX.

4. Solicit Feedback

To gather insights for the journey map, brands can conduct surveys and interviews with current and potential customers. These methods allow businesses to directly ask about customer experiences, preferences, and challenges, providing valuable qualitative data for mapping the journey. Brands can also leverage unsolicited data sources to inform their journey maps by analyzing purchase histories, website analytics (page views, bounce rates, click-through rates), customer support transcripts, and social media interactions.

Using Customer Journey Maps in Marketing Strategies

Integrating customer journey maps with marketing automation tools helps marketers create personalized, dynamic marketing paths that adapt to individual customer experiences. To maximize the impact of customer journey mapping, businesses should regularly update their maps based on customer feedback and make them accessible cross-functionally.

Getting a deeper insight into consumer behavior, identifying key touchpoints, and improving the customer experience are the only path to increased engagement, conversions, and brand loyalty — and customer journey mapping makes it all possible.


Hanlon helps growing brands better understand their customers and optimize their outreach with advanced journey mapping. Contact us today to learn more.