What is a Customer Journey Map?

Creating a customer journey map is the best way to ensure that you are providing your customers with the best possible experience when interacting with your business. By mapping out the customer’s experience step by step, you can track their progress through every stage of the process and make sure that they have a positive experience every step of the way. The most intelligent way to oversee a customer’s experience with your business is to utilize a customer journey map template.

The customer persona

Before jumping into the customer journey itself, it’s important to clearly define the customer persona. The next section includes tasks to help you create that persona.

Add basic customer details

The first step of creating a customer persona is giving them a name, among other basic details, such as an emailwebsite, and location.

Include their demographic

Demographic research is a process that is used by businesses in order to better understand their target market. By understanding things like the age, gender, income, and education of their target demographic, businesses can better focus their marketing efforts and create campaigns that are more likely to be successful.

Apply a line of work

When defining your customer base, it’s important to consider not only their demographic characteristics, but also their job sector and job title. This will help you to target your marketing efforts more effectively and attract customers who are a good match for your business.

Note down their goals

By understanding what your customers want and what motivates them, you can create a product or service that meets their needs and satisfies them. Additionally, understanding your customers’ goals can help you target them more effectively and create a marketing strategy that resonates with them. Ultimately, this can help you increase sales and grow your business.

The customer’s journey

Now that the customer persona has been clearly defined, it’s time to dive into the customer journey itself. It begins at initial acknowledgment, and moves through the whole process until the end – the post-adoption stage.

Consider your customer’s initial thoughts

Now you have created a persona for your target customer, you will be able to put yourself in their shoes and understand their initial thoughts and reactions. This will help you to create a marketing strategy that appeals to them and that meets their needs.

  • What are their initial thoughts after seeing your product or service for the first time?
  • Will they think their goals could be met with it?
  • Would they think of other competitors first?
  • Thoughts during acknowledgment

Contemplate their next steps

The persona you’ve created will take steps after acknowledging your product or service. The steps could be as simple as pressing the ‘back’ button off your website, or finding your contact page to start a conversation. 

Formulate ideas for customer service interaction

Seeing as the customer isn’t yet a consumer in this phase, the options are slightly limited. Think of non-intrusive ways that the customer service team could trigger interest. For instance, would a real-time chat widget on your website be a useful form of engagement? 


Engagement is when the customer starts playing an active role in the process. They’re consciously interested enough in the product or service to start interacting with the brand themselves.

Think of this persona’s thoughts

The customer persona is interested. They’re debating their choices and thinking of their options. Think about what’s going through their mind during this stage.

Gauge the persona’s following actions

They’re engaging with your brand, product, or service, but within this engagement, there’s a myriad of actions. They could be conducting online information searches, or visiting your billing section, for example.

Plan direct interaction from the customer service team

Make the most of the persona’s interest by interacting with them – this is where the customer service team comes in. Think about the best way to communicate and attract this type of persona either with emails, phone calls, video calls, IMs, DMs, or letters.


The persona has now adopted the product or service, making it a new part of their work or personal life. This isn’t the final step, however: adoption does not mean retention.

Outline customer’s thoughts

Adoption merely means the product or service is being used – it doesn’t mean it’ll be used by the persona forever. Think of the thoughts that may be running through the persona’s head at this point in their journey.

Assume customer’s next actions

During adoption, the persona will be using your service or testing your product, ensuring that it’s a good fit for their field of work. Assume specific actions that this persona will carry out, then note those actions in the text field.Actions during adoption

Create action plan(s) for customer service interaction

Customer service interaction can help the customer on their journey. During this stage, the team can help alleviate any pain points, and bolster the positives. Create a plan of action(s) for the service team; a list of statements or questions, and when to say or ask them.


The post-adoption phase is also known as the consumption phase: the time in which the persona is heavily interacting with the business, maybe even on a daily basis.

To keep a customer a customer (as opposed to a past user) the persona needs to be assisted, supported, and engaged with. Therefore, the next tasks focus on retention.

Consider ways to help customer post-adoption

The post-adoption stage is as crucial as all the stages before it. By considering ways your business and customer service team can help the customer pre-emptively, the more likely the customer in question will bond with the business. 

Plan post-adoption interaction

There’s a fine line between spamming the customer and ignoring them. Plan a post-adoption interaction schedule for the customer so that the customer persona feels appreciated, rather than feeling bogged down incessant interaction. While noting down the schedule, also mention the mediums in which the interaction will take place, e.g. email.Interaction during post-adoption

Customer overview

After careful consideration of who the customer is, what they want, why they think the way they do, and how they would go about product/service adoption, you’ve constructed a clear portrait of the persona. You’ve also established actionable steps for your company to attract and retain the customer.

Take the journey yourself

The best way to ensure the journey map concept is solid is by taking the journey yourself. Retrace your steps and look at the initial answers you gave. Do they fit? Do the actions make sense? Think from the persona’s point of view.

Joff Crabtree

Joff Crabtree

Joff is a digital innovation specialist guiding data-driven decision making to transform business potential.

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