Customer journey mapping visualises every interaction a customer has with your brand from awareness to advocacy. It helps identify pain points, opportunities, and moments that matter.
Journey Map Components
View Map Elements
Stages: Awareness, Consideration, Purchase, Retention, Advocacy
Touchpoints: Every interaction (ads, website, email, store, support)
Actions: What customers do at each stage
Emotions: How customers feel
Pain Points: Friction and frustration
Opportunities: Where to improve
Benefits of Journey Mapping
- See experience from customer perspective
- Identify gaps and pain points
- Prioritise improvements
- Align teams around customer needs
- Inform content and messaging
Creating a Journey Map
- Define the persona being mapped
- List all touchpoints and channels
- Document actions, thoughts, emotions
- Identify pain points and moments of truth
- Highlight opportunities
- Prioritise improvements
Using Journey Maps
Journey maps are living documents, not one-time exercises. Review and update as you make changes. Use them to guide strategy, content creation, and experience design.