Mapping the Customer Journey
In This Chapter
Connecting the marketing funnel to a customer journey map
Following the stages of a customer journey
Visualizing the steps a customer goes through
Quantifying pain points
Identifying customer “touchpoints”
In this chapter, I discuss the importance of mapping out customer journeys and walk you through an example showing how to create one for yourself. A customer journey map is a visualization of the stages customers go through as they become aware of, purchase, and use a product or service. It has clearly defined stages and details customer touchpoints and metrics that quantify each stage.
The goal of a customer journey map is to identify problem areas customers have while engaging a product or service and identify opportunities for improvement. It can also help unify often disparate and competing efforts within the same organization by providing different departments with a single document that maps the customer’s entire experience ...