How to craft a customer journey

It can be very challenging for companies to get into the minds of their customers. You might wonder why a customer spends too much time browsing a selection and adding products to cart, or what makes them take so many steps to get from point A to B. I once got to analyze data on towing services in Kettering to have an idea of triggers for customer purchasing decision. Whatever the uncertainties might be, the truth is that it can be quite difficult to grasp a clear customer journey for your company.

A customer journey is a process by which a customer interacts with a company to achieve a certain goal. Today, customers continue to change the way they interact with businesses making it difficult to pin down a customer purchase journey. Businesses need to create a customer map, which is ideally a visual representation of the process a customer or prospect goes through to achieve a goal. With the use of a customer journey map, you can sense what motivates a customer to make a certain decision, and thus tailor your marketing efforts to make the most out of customer decisions.

There are a couple of steps you can follow to create a customer journey map.

Set clear objectives for the map

Before you can get into the deeper aspects of creating any map, you must evaluate why you are creating the map in the first place. The first step is to create a buyer persona that defines who your ideal customer is. With a buyer persona, you will be reminded to direct all your efforts on the aspects touching on your customer.

Define persona goals

The next step is to profile your personas and define their goals. This should be done through research to get valuable customer feedback. You will want to get feedback on people who are interested in purchasing your products and services, as well as those who have interacted with your company before.

List all the touchpoints

Touchpoints are the places on your website that customers can interact with you. You should perform the process based on research to list all the touchpoints your prospects and customers are currently using, as well as the ones you believe they should be using. Creating these touchpoints is an important step in creating customer journey maps as it gives you vital insights into what actions your customers are performing. You might be using fewer touchpoints than expected, and that might mean you are turning away customers too early. If you are using more touchpoints than expected, you might be having a complicated website.


You need to list all the actions your customers perform while interacting with your business. It might be happening through Google search on keywords, opening your emails, among others. It is important to have data of all actions and interactions so that you can evaluate if the number of steps needed by a customer to make a purchase is really necessary, or turning customers away.

Finally, you will need to understand all the emotions and motivations. Every action your customer takes is motivated by emotion, and their emotions change depending on which part of the journey they are in. You also need to know all the obstacles and pain points stopping a customer from making the desired action.

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