Customer Journey Map 2018

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In an interview with Google’s, Matt Lawson, and global marketing practice lead, Laura Beaudin at Bain & Company, made it definitive that brands still don’t get it. During the conversation, Beaudin cited Bain’s research, which found that only 13% of direct media budgets are directed toward mobile advertising. A lot what’s used for digital advertising is not designed or even optimized for mobile at all. In many cases, it’s simply repurposed content from other digital programs.

Using a customer journey map can help define and refine your customer experience.

We have built a demo of the stages, steps, touchpoints, and departments which can be outlined. This can help compliment a Marketing Map in your venture to build your own user experience.

The Stages are defined as follows:

  • Awareness
  • Consideration
  • Aquisition
  • Service
  • Loyalty

The Steps go more in-depth. We did an example of a customer who wants to buy shoes. Their journey may consist of the following:

  • Wants to buy shoes
  • Clicks ad to landing page
  • Browses in e-Shop
  • Goes through Checkout
  • Lands on the Thank You page
  • Waiting for the Package
  • Receives the Package
  • Tries on shoes – Do not fit
  • Wants to send the shoes back – But does not understand the process
  • Call hotline
  • Carries out return process
  • Waiting for returns confirmation
  • Waiting for credit
  • Receives newsletter evaluation campaign
  • Gives rating
  • Uses $10 coupon for new purchase

Touchpoints in a customer journey could be made up of the following for the customer buying shoes:

  • Ads
  • e-Shop
  • Blog
  • Banner
  • Newsletter
  • Landing Page
  • Form
  • Product Page
  • App
  • e-Shop
  • Category Page
  • Product Page
  • Shopping Cart
  • Login / Registration
  • Form
  • Paid Service Providers
  • Thank You Page
  • Ordering Service Providers
  • Shipping Updates
  • Login area
  • Packaging
  • Inserts
  • Bill
  • Delivery note
  • Product
  • e-Shop
  • FAQs
  • Terms & Conditions
  • Speech Computer
  • Speech Computer
  • Hotline Employee
  • Packaging
  • Return Address Label

The departments which will be apart of the ride in the customer journey will be as follows:

  • Marketing / Online Marketing
  • Design / Editorial
  • e-Shop Management
  • Customer Management
  • Product Management
  • Accounting
  • Legal
  • Paid Service Providers
  • Logistics Service Providers

If you need help defining your customer journey to build a better marketing campaign, please contact us for help.

  • Stephen Richardson

    Thanks for the insights Judd. You explained it so well.