Customer Journey Map

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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.

Looking for more customer journey map examples? See one of our latest post: How to Build a Customer Journey Map with Example PDFs

If you’re trying to outline your Customer Journey for your eCommerce store, try eCommerce Customer Journey Map: How to Create Top Customer Experiences.

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.