Chapter 7

Mapping the Customer Journey

In This Chapter

arrow Connecting the marketing funnel to a customer journey map

arrow Following the stages of a customer journey

arrow Visualizing the steps a customer goes through

arrow Quantifying pain points

arrow 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 ...

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