A great customer journey map provides a blueprint for a business to find out how their customers interact with their product or service.

It is designed to help businesses plan and implement strategies that will result in the best customer experience possible.

But what exactly is customer journey mapping and how can you use it effectively?

It is the process of understanding how your customers are interacting with your organisation (both online and offline) throughout the process of both becoming a customer, as well as the process following becoming a customer.

To use it most effectively, ensure that the insights and key outcomes at each stage are able to be actioned and improved, either online (through the use of automation or systems) or offline, through improving standard operating procedures.

Let’s explore what customer journey mapping is in a bit more detail as well as some best practices for using it effectively.

A good customer journey map pinpoints the exact moments that have the highest impact on the desired goal (i.e., converting a prospect into a customer).

What is Customer Journey Mapping?

Customer journey mapping is a process that helps businesses understand how their customers interact with them at each stage of the customer lifecycle.

It typically involves gathering data on customer behavior, identifying potential points where gaps may exist, and then designing solutions to address those gaps.

The goal of customer journey mapping is to create an optimal experience that meets the needs of both customers and the business.

Best Practices for Effective Customer Journey Mapping

When creating a successful customer journey map, there are several key elements to consider.

Firstly, you need to identify who your target audience is and what their goals are when interacting with your product or service. This will help you determine which touchpoints are most important for providing an optimal experience.

The best way to action this first step is to create your ideal customer profile. From here, you will be able to understand their desires, pain points, attributes and key demographics that will assist with creating the initial journey (if you haven’t completed one previously).

If you have previously created a journey map, then your ideal customer profile should serve as a reference point when looking to improve each stage.

Secondly, you should create a timeline of activities that customers take from beginning to end when interacting with your product or service. From there, you can identify any potential gaps in the user experience by looking for areas where users may struggle or get stuck during their journey.

Pay especially close attention to the one or two steps prior to a key engagement (such as booking a meeting or purchasing a product).

These are what are called key moments of truth, that have an especially large influence on achieving your marketing and sales goals.

Thirdly, once you have identified any gaps, you can develop solutions—such as changes in content or design—to improve the user’s experience at each stage of the journey.

Solutions don’t have to be anyhting complex, as long as the change makes the experience easier or better for your customer or staff, without impacting any other stakeholders, you’re on the right track.


Creating an effective customer journey map requires careful planning and analysis; however, this process can yield valuable insights into how customers interact with your product or service—and how those interactions can be improved upon.

By understanding who your target audience is and what they want from your product or service, you can ensure that every touchpoint along their customer journey delivers an optimal experience that meets their needs—and yours!

With an effective customer journey map in place, you can gain greater insight into your audience’s behavior and optimise their experiences accordingly.

Ultimately, this will lead to increased satisfaction from both customers and stakeholders alike!