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 of 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 complement a Marketing Map in your venture to build your own user experience.

Stages in a Customer Journey

What are the stages in a customer journey? There are 5 stages outlined in the Customer Journey map we have outlined. These stages are important to understand and outline because they will allow you to set up your onboarding process and improve your conversion, retention, and churn rate along with the overall happiness of your customer.

The Stages are defined as follows:

  • Awareness
  • Consideration
  • Acquisition
  • 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 a 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 the return process
  • Waiting for returns confirmation
  • Waiting for credit
  • Receives newsletter evaluation campaign
  • Gives rating
  • Uses $10 coupon for a new purchase

Touchpoints in a Customer Journey

Touchpoints are very important to understand because statistically speaking. You need to touch a customer a certain amount of times to achieve a conversion. A touchpoint can be defined as how many times a user and or customer comes in contact with your brand before, during, and after a purchase for offline as well as online shopping. In most cases, there will never be only one touchpoint in one channel. This is what retargeting advertisements are one of the most efficient ways to your digital budget.

Here are some examples we have outlined in the customer journey diagram:

  • 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

Departments in a Customer Journey

As your company gets bigger so do the departments. The departments in a customer journey make up the various areas of your company that interact with your customer. Marketing may be the first touch to acquire a customer where logistics may be the last. So in the process, we start with Sales/Marketing to Customer service. Promotional, instructional, and survey materials may be sent to the customer throughout the process to ensure overall sanctification and the high impact on converting them to loyal customers.

  • 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.

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