How to Create a Customer Journey Map

(example: Customer Journey Map Template, Miro)


A customer journey map is a representation of your customer’s experience with your company. It helps you understand how they are interacting with you from the beginning, as there are many steps and interactions between the moment when the customer first hears about you and the moment the transaction is completed. By creating your customer journey map, you are able to identify potential customers and lead them to the purchase moment. You will also be able to identify what are the pain points in the process that you need to improve, and with these adjustments you will have the opportunity to have higher conversion rates and retain customers. 


The customer journey map usually include:

  1. The buying process: each stage of the buying process can be represented horizontally. This will be the traditional process your customer needs to go through in order to complete its purchase. 
  2. Customer actions: what your customers do in each stage of the buying process in detail. For example, if they research your product or service after identifying the need, if they speak to family and friends, if they benchmark other brands. 
  3. Emotions: making a purchase represents making a decision about a problem or a need they previously identified. Customers will probably feel that emotions about making this decision could be disappointment, relief, happiness, etc. 
  4. Pain points: these are the negative emotions your customer feels. When you add them to your customer journey map, you will identify which stage of the process is generating a negative experience to the customer so you can improve it directly. 
  5. Solutions: these are the ways in which you will improve your customer’s experience. 


So how do you create your customer journey map?

  1. Set your objectives: ask yourself why you are creating it, what are your goals and who is the audience so you can understand their experience. With this you can proceed to the next step. 
  2. Understand your personas: It is very important to identify who your customers are, what they like, what are their needs and what are their main pain points. Once you have researched and profiled your personas, select which one you will be creating the journey map for. 
  3. Establish your touchpoints: these will be all the opportunities and steps in which your customer will interact with you. They could be actions, emotions, motivations, obstacles and pain points. 
  4. Analyze your resources: it’s important to know what resources you have and what are the resources you will need to improve the customer’s experience in its journey. 
  5. Put yourself in the customer’s shoes: after you’ve designed the map, it is important for you to do the process so you can actually see what they’re going through when coming to your business. This is also a great source of insights.