Customer Journey Map Example
Creating a customer journey map is an important step for businesses looking to improve their customer experience. It helps visualize the process a customer goes through when interacting with a brand, from the first moment they become aware of a product to the point they become a loyal customer.
What is a Customer Journey Map?
A customer journey map is a visual representation that outlines the steps a customer takes while engaging with a company. It helps identify each touchpoint or interaction between the customer and the brand throughout their experience. This can include researching a product, making a purchase, and following up after the sale.
Example of a Customer Journey Map
Let’s map the journey of a customer purchasing a pair of running shoes online.
1. Awareness
Scenario: Emily, a fitness enthusiast, decides she needs new running shoes to replace her worn-out pair. She notices an Instagram ad for a popular athletic brand and remembers hearing her friends talk about it. Curious, she clicks on the ad and is directed to the brand’s website.
At this stage, Emily’s focus is on exploring options and learning about the brand. She browses through the website’s homepage, reads about the company’s sustainability efforts, and saves a few models she likes.
2. Consideration
Scenario: Emily dives deeper into her search. She compares the brand's shoes with competitors by visiting their websites. She reads product descriptions, checks customer reviews, and watches YouTube videos about the best running shoes of the year. She also uses the brand’s live chat feature to ask about the best shoes for trail running.
The brand provides helpful recommendations and links to blog posts about choosing the right shoes for her needs, making Emily feel confident in her choices.
3. Decision
Scenario: After narrowing down her options, Emily decides to purchase from the original brand because of its positive reviews and user-friendly website. She selects her favorite model, chooses her size, and adds the shoes to her cart.
During checkout, she is offered free shipping and a 10% discount for signing up for the brand’s newsletter. Emily completes the purchase seamlessly, receiving an instant order confirmation email.
4. Purchase
Scenario: Emily eagerly awaits her package. She appreciates the regular email updates on her order status, including tracking details. When the shoes arrive on time, she is impressed by the eco-friendly packaging and the included thank-you note.
5. Post-Purchase Experience
Scenario: After a few runs in her new shoes, Emily receives an email asking for feedback. The brand also sends her links to care tips for maintaining her shoes. When she experiences slight discomfort with the fit, she contacts customer support via email and is promptly assisted with an exchange for a better size.
Emily is satisfied with the support and feels valued as a customer.
6. Advocacy
Scenario: Delighted by her experience, Emily posts a glowing review on the brand’s website and shares a photo of her new shoes on Instagram, tagging the brand. She also recommends the shoes to her running group, increasing the brand’s visibility among her network.
A month later, Emily receives an exclusive loyalty discount and decides to purchase a pair of socks from the same brand, further strengthening her relationship with the company.
Why Use a Customer Journey Map?
Mapping the customer journey allows businesses to identify pain points and areas for improvement. By understanding the customer’s perspective, companies can refine their strategies to enhance satisfaction and loyalty.
Creating a customer journey map can be an eye-opening experience for any business, leading to better service, improved sales, and stronger relationships with customers.
