Grab a coffee and read our purpleblog

Tea works too. Or hot choco­late. Or even some­thing stronger! Our arti­cles are based on the most com­mon ques­tions we get from our clients, that’s why they are so inter­est­ing to read, and actu­al­ly utilise. You won’t notice how time flies!

7 min read

Customer Journey Mapping for Enhancing User Experience

Key takeaways

  • Customer journey mapping requires imagination, creativity, and a fair amount of data.
  • Understanding the journeys customers take before purchasing your products or services can expose a range of operational and user experience problems.
  • You can tailor a wide range of strategies to each stage of the customer journey including marketing and customer service.

What is customer journey mapping?

Cus­tomer jour­ney map­ping is a strate­gic approach used by busi­ness­es to visu­alise the path a cus­tomer takes from their ini­tial aware­ness of a brand to their lat­er deci­sion to make a purchase.

It involves cre­at­ing a detailed map that out­lines every inter­ac­tion or touch­point a cus­tomer has with a brand, across var­i­ous chan­nels and plat­forms, at dif­fer­ent stages of their jour­ney. Map­ping out cus­tomer jour­neys can also high­light cus­tomer thoughts, feel­ings, and expe­ri­ences at each point, pro­vid­ing insights into their needs, pref­er­ences, and pain points.

The main pur­pose of cus­tomer jour­ney map­ping is to put busi­ness­es in their cus­tomers’ shoes. By under­stand­ing the cus­tomer’s per­spec­tive, com­pa­nies can iden­ti­fy areas of fric­tion or oppor­tu­ni­ty, stream­line inter­ac­tions, and tai­lor their mar­ket­ing, sales, and sup­port efforts to bet­ter meet cus­tomer needs. This empath­ic approach helps busi­ness­es to cre­ate more seam­less, engag­ing, and per­son­alised cus­tomer experiences.

Cus­tomer jour­ney map­ping also empow­ers busi­ness­es to antic­i­pate cus­tomer needs and proac­tive address them. In this way, cus­tomers can feel greater sat­is­fac­tion and loy­al­ty. Teams inside your busi­ness can be bet­ter aligned by a com­mon under­stand­ing and each touch­point can be exam­ined and optimised.

Keep read­ing to learn how you can map your cus­tomers’ jour­neys and opti­mise their expe­ri­ences. We’ll also delve into how your mar­ket­ing efforts can be tai­lored to each stage of the cus­tomer jour­ney (some­times known as the sales funnel).

How can customer journey mapping enhance user experience?

Cus­tomer jour­ney map­ping can enhance user expe­ri­ence in sev­er­al ways, along with numer­ous oth­er ben­e­fits. These ben­e­fits can be achieved if busi­ness­es are will­ing to metic­u­lous­ly chart each touch­point as this is where insights are gained.

One of the para­mount ben­e­fits of cus­tomer jour­ney map­ping is its abil­i­ty to high­light areas where users might encounter fric­tion or obsta­cles. Iden­ti­fy­ing these pain points is the first step in trans­form­ing poten­tial frus­tra­tions into oppor­tu­ni­ties for enhance­ment. By smooth­ing out these bumps in the road, busi­ness­es can offer a more seam­less and enjoy­able expe­ri­ence, sig­nif­i­cant­ly boost­ing cus­tomer sat­is­fac­tion and loyalty.

Fur­ther­more, jour­ney map­ping facil­i­tates a deep­er under­stand­ing of the cus­tomer’s needs, desires, and expec­ta­tions at var­i­ous stages of their inter­ac­tion with the brand. This under­stand­ing allows for the per­son­al­i­sa­tion of com­mu­ni­ca­tions, offers, and sup­port, mak­ing cus­tomers feel val­ued and under­stood. Per­son­al­i­sa­tion is a key dri­ver of user expe­ri­ence, fos­ter­ing a sense of con­nec­tion between the cus­tomer and the brand.

Addi­tion­al­ly, by align­ing the efforts of dif­fer­ent depart­ments around a shared vision of the cus­tomer jour­ney, busi­ness­es can ensure a con­sis­tent and cohe­sive expe­ri­ence across all touch­points. This con­sis­ten­cy rein­forces trust and reli­a­bil­i­ty in the brand, fur­ther enhanc­ing the user experience.

How to map your customer journeys

There is so much to be gained from map­ping cus­tomer jour­neys but where do you start? Let’s dive into a step-by-step out­line to kick­start your project:

1. Understand your objectives

Every suc­cess­ful project begins with under­stand­ing its objec­tives. Start­ing with a clear vision of what you wish to achieve will help keep your efforts focused. Here are some poten­tial objec­tives you may have:

  • Enhance the over­all cus­tomer experience.
  • Increase engage­ment on a spe­cif­ic platform.
  • Reduce cus­tomer com­plaints about a par­tic­u­lar service.
  • Increase sales from new and exist­ing customers.
  • Reduce the num­ber of aban­doned carts.

What­ev­er you’re start­ing with, make sure your objec­tives are spe­cif­ic and mea­sur­able. For exam­ple, do you want to increase sales by 5% or 10%? How much more engage­ment do you want to see from a spe­cif­ic platform?

Defin­ing goals clear­ly means your project will be focused on its efforts and you’ll know if it has been a success.

2. Collect customer data

Next, it’s time to under­stand your cus­tomers’ expe­ri­ences. This means col­lect­ing a sig­nif­i­cant amount of data on their inter­ac­tions with your brand. This involves collecting:

  • Quan­ti­ta­tive data from ana­lyt­ics tools – e.g., web traf­fic, engage­ment rates).
  • Qual­i­ta­tive insights from cus­tomer reviews, sur­veys, and social media comments.

Plus, don’t over­look inter­nal resources like sales teams and cus­tomer ser­vice logs, as they can pro­vide valu­able anec­dotes and insights about cus­tomer sen­ti­ments and com­mon ques­tions or issues.

3. Create your buyer personas

Once you’ve gath­ered your data, it’s time to syn­the­sise it into a few buy­er per­sonas.

These per­sonas should rep­re­sent dif­fer­ent seg­ments of your cus­tomer base, includ­ing demo­graph­ic details (age, gen­der, loca­tion), psy­cho­graph­ic infor­ma­tion (inter­ests, val­ues), and behav­iour­al traits (buy­ing habits, brand interactions).

Each per­sona should have its own goals and pain points (read our arti­cle about buy­er per­sonas for more infor­ma­tion). What chal­lenges does this seg­ment face in under­stand­ing and access­ing your prod­uct or ser­vice? These per­sonas will serve as the foun­da­tion for map­ping out cus­tomised jour­neys for dif­fer­ent seg­ments of your audience.

4. Identify customer touchpoints

Next up, it’s time to under­stand the ways in which leads and cus­tomers inter­act with your brand. These are called touch­points. Start by list­ing all pos­si­ble cus­tomer inter­ac­tions, from the ini­tial dis­cov­ery via an online ad, through nav­i­gat­ing your web­site, to post-pur­chase support.

It’s impor­tant to con­sid­er both direct inter­ac­tions (such as mak­ing a pur­chase or con­tact­ing cus­tomer ser­vice) and indi­rect ones (such as read­ing reviews or see­ing your prod­ucts on social media). Map­ping out these touch­points in rela­tion to your buy­er per­sonas helps you see your brand from the cus­tomer’s perspective.

5. Map the customer journey

With your objec­tives set, data col­lect­ed, per­sonas cre­at­ed, and touch­points iden­ti­fied, you can begin to map out the cus­tomer jour­ney for each persona.

At this point in the process, you need to visu­alise the path a cus­tomer takes with your brand (and by ‘visu­alise’ we mean on a spread­sheet or mind map.) Make sure the map cov­ers each stage of the jour­ney (from Aware­ness, Con­sid­er­a­tion, and Deci­sion). Do this for new cus­tomers and for exist­ing ones.

Doc­u­ment each step in the jour­ney, includ­ing what the cus­tomer is doing, think­ing, and feel­ing. Use a nar­ra­tive or sto­ry­board for­mat to depict the jour­ney, high­light­ing key inter­ac­tions, chan­nels, prob­lems, and emo­tions at each stage.

6. Identify meaningful moments

Once your map has been laid out, you can start to iden­ti­fy key and mean­ing­ful moments in cus­tomer jour­neys. These are piv­otal points that can sig­nif­i­cant­ly shape the cus­tomer’s per­cep­tion and rela­tion­ship with your brand.

Iden­ti­fy these crit­i­cal inter­ac­tions by look­ing for moments that have the high­est emo­tion­al impact or deci­sion-mak­ing importance.

For exam­ple, the ease of find­ing infor­ma­tion on your web­site or the first inter­ac­tion with cus­tomer ser­vice can be sig­nif­i­cant. Under­stand­ing these allows you to pri­ori­tise improve­ments in areas that will most sig­nif­i­cant­ly enhance the cus­tomer experience.

7. Analyse and identify gaps

With the jour­ney map as your guide, scru­ti­nise each stage of the cus­tomer’s path to iden­ti­fy gaps between the cur­rent cus­tomer expe­ri­ence and the ide­al one out­lined by your objectives.

Look for dis­con­nects in the cus­tomer expe­ri­ence, such as expec­ta­tions not being met, dif­fi­cul­ties in nav­i­gat­ing your web­site, or delays in cus­tomer ser­vice response times. Spot any areas where more mar­ket­ing is need­ed – per­haps cus­tomers aren’t get­ting the oppor­tu­ni­ties to learn about your products.

Anoth­er kind of gap may be an oppor­tu­ni­ty for inno­va­tion or dif­fer­en­ti­a­tion, such as unique ways to enhance the buy­ing process or per­son­alised cus­tomer engage­ment strategies.

8. Develop action plans

For each gap or oppor­tu­ni­ty you iden­ti­fy, for­mu­late detailed action plans that out­line the steps need­ed to address these issues.

This might involve redesign­ing cer­tain touch­points, cre­at­ing an infor­ma­tive blog strat­e­gy, intro­duc­ing new com­mu­ni­ca­tion chan­nels, imple­ment­ing cus­tomer feed­back mech­a­nisms, or craft­ing entire­ly new mar­ket­ing efforts.

Ensure that each action plan is assigned to spe­cif­ic teams or indi­vid­u­als, with clear time­lines and met­rics for suc­cess. This step will take the insights from your jour­ney map­ping and turn them into more con­crete plans for the future.

Marketing at each stage of the customer lifecycle

Stage 1: Awareness

Aware­ness is the ini­tial phase where poten­tial cus­tomers first become aware of your brand, prod­uct, or ser­vice. They might dis­cov­er you through adver­tis­ing, social media, word of mouth, or by search­ing for solu­tions to their prob­lems online. Dur­ing the aware­ness stage, the goal for busi­ness­es is to make a strong first impres­sion, edu­cate the audi­ence about what they offer, and estab­lish them­selves as a poten­tial solu­tion to the cus­tomer’s needs.

In terms of mar­ket­ing at this stage, busi­ness­es should focus on cre­at­ing vis­i­bil­i­ty and intrigue. For a retail brand, for exam­ple, this could involve lever­ag­ing social media adver­tis­ing with visu­al­ly appeal­ing con­tent show­cas­ing their prod­ucts in lifestyle set­tings, aimed at spark­ing inter­est among poten­tial new customers.

Small busi­ness­es might utilise local SEO strate­gies and com­mu­ni­ty engage­ment (e.g., local events spon­sor­ship) to draw atten­tion. In con­trast, larg­er busi­ness­es could deploy broad­er dig­i­tal mar­ket­ing cam­paigns, using influ­encer part­ner­ships and tar­get­ed online ads to reach a wider audience.

The key to suc­cess­ful mar­ket­ing at this stage is craft­ing com­pelling, atten­tion-grab­bing mes­sages that res­onate with the tar­get demo­graph­ic’s inter­ests and needs, encour­ag­ing them to learn more about the brand.

Stage 2: Consideration

At the Con­sid­er­a­tion stage, poten­tial cus­tomers are aware of your busi­ness and are con­sid­er­ing whether your prod­uct or ser­vice is the right solu­tion for their prob­lem. They are com­par­ing their options, look­ing at reviews, and div­ing deep­er into what sets your offer­ing apart from competitors.

The focus for busi­ness­es dur­ing the con­sid­er­a­tion stage is to pro­vide detailed and help­ful infor­ma­tion, show­case val­ue, and address any con­cerns or ques­tions that may arise, help­ing guide the cus­tomer towards mak­ing a pur­chase decision.

For a SaaS com­pa­ny, for exam­ple, this might involve cre­at­ing detailed com­par­i­son guides, host­ing webi­na­rs that demon­strate prod­uct fea­tures, and offer­ing free tri­als or demos to allow prospects to expe­ri­ence the ser­vice first-hand.

A small SaaS com­pa­ny could focus on per­son­alised out­reach, such as engag­ing direct­ly with poten­tial cus­tomers through email sequences that high­light use cas­es rel­e­vant to the prospec­t’s indus­try. Larg­er com­pa­nies, on the oth­er hand, might invest in com­pre­hen­sive con­tent mar­ket­ing strate­gies, includ­ing SEO-opti­mised arti­cles, case stud­ies, and cus­tomer tes­ti­mo­ni­als to build cred­i­bil­i­ty and author­i­ty at scale.

The objec­tive is to pro­vide enough infor­ma­tion and con­fi­dence-build­ing expe­ri­ences to move prospects clos­er to mak­ing a purchase.

Stage 3: Decision

When leads reach the Deci­sion phase, they’ve researched their options, con­sid­ered the alter­na­tives, and have made a deci­sion about which prod­uct or ser­vice is best for their needs.

To ensure that the deci­sion is your offer­ing, your mar­ket­ing at this stage must close the deal. This means per­sua­sive CTAs and incen­tives. Make sure your email mar­ket­ing is set up to reach out to aban­doned carts, as these leads can be per­suad­ed. Your aban­doned cart emails will be made more com­pelling if they con­tain lim­it­ed-time dis­count codes.

Small busi­ness­es might adopt a more hands-on approach to mar­ket­ing at this stage, such as per­son­al con­sul­ta­tions or live chat sup­port to answer any last-minute ques­tions and build a rap­port that nudges the prospect over the line. Larg­er busi­ness­es, lever­ag­ing their resources, could imple­ment dynam­ic retar­get­ing ads that remind prospects of the prod­ucts they viewed, along with spe­cial offers or ben­e­fits like free ship­ping or a gift with pur­chase to clinch the deal.

The goal at this stage is to remove any remain­ing obsta­cles to pur­chase, mak­ing it as easy and attrac­tive as pos­si­ble for the cus­tomer to make a purchase.

Stage 4: Repeat

Once cus­tomers have bought with you once, it’s much eas­i­er to nur­ture them again. While you have a 5–20% chance of sell­ing to new cus­tomers, you have a 60–70% chance with exist­ing cus­tomers. So, it’s worth invest­ing mar­ket­ing spend into reten­tion and restart­ing the cus­tomer life­cy­cle all over again.

To repeat the cus­tomer jour­ney, your mar­ket­ing must focus on loy­al­ty, sup­port, and per­son­al­i­sa­tion. Approach­es like offer­ing per­son­alised rec­om­men­da­tions, rewards, or loy­al­ty pro­grams can be very effec­tive. You might like to go the extra mile and offer dis­counts on a cus­tomer’s birth­day.

Auto­mat­ed email mar­ket­ing cam­paigns that re-engage cus­tomers are essen­tial – high­light­ing new arrivals, best­sellers, or end-of-sea­son sales.

Final thoughts

Map­ping the jour­neys your cus­tomers take will reveal sev­er­al things. It will expose oper­a­tional and cus­tomer ser­vice prob­lems, but it will show you many oppor­tu­ni­ties for improve­ment. By being imag­i­na­tive, metic­u­lous with your analy­sis, and keep­ing your busi­ness goals in mind, you can dis­cov­er sev­er­al ways to enhance your cus­tomers’ experiences.

If you want a fresh new approach to build strong and last­ing rela­tion­ships with cus­tomers, fos­ter brand loy­al­ty, and dri­ve repeat busi­ness, cus­tomer jour­ney map­ping is the per­fect option.

Free Consultation
Please let us know your project requirements, and we’ll get in touch as soon as we can.

    We are pleased to welcome you on the purpleplanet!
    To order the service package you’ve chosen, please fill in the form and we’ll get in touch with you soon.

      We are pleased to welcome you on the purpleplanet!
      To order the service package you’ve chosen, please fill in the form and we’ll get in touch with you soon.