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How To Create And Use Customer Journey Maps

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Are you looking to improve your customer experience and increase customer loyalty? One powerful way to achieve this is by creating a comprehensive customer journey map. A customer journey map is a visual representation of the entire customer experience, from initial contact to post-purchase follow-up.

By using customer journey mapping examples call out key customer touchpoints and pain points, businesses can better understand their customers’ needs and behaviors. In this article, we’ll guide you through how to create and use effective customer journey maps that will help drive business and customer success together. Read on to find out more about how you can implement proactive service strategies for higher ROI using these valuable tools!


Understanding Customer Journey Maps

Customer journey maps are visual representations of the end-to-end experience a customer has with a brand, highlighting touchpoints and channels during their interactions.

What Is A Customer Journey Map?

Customer journey maps are visual representations that depict the end-to-end customer experience. They show all the touchpoints where customers interact with a business, including online and offline channels. The purpose of customer journey maps is to help businesses understand their customers’ perspective and identify areas for improvement in their overall experience.

The main goal of customer journey mapping is to create empathy towards customers by understanding their needs and behavior throughout each day in the life and buying process. It provides an opportunity for companies to study how potential customers move through each stage of interaction, from awareness to post-purchase activities. By doing so, companies can better align their marketing strategies, messaging, and sales processes with customer expectations.

Moreover, creating a customer journey map offers many benefits beyond just improving customer satisfaction. It can help teams across different departments—from product development to marketing—understand how they impact the entire organization’s customer success, by providing a clear picture of what happens at every step in the buyer’s journey. In turn, this allows teams to work together towards clearly defined business goals based on actual customers’ behaviors rather than assumptions or best guesses.

Benefits Of Using Customer Journey Maps

Customer journey maps provide businesses with numerous benefits, including a deeper understanding of their customers’ needs and behaviors. Mapping out the customer journey can help identify pain points in the process, which allows companies to make necessary changes for a better customer experience. By creating visual representations of the entire customer journey, teams across different departments within an organization can align their efforts toward achieving common goals.

Customer journey maps also facilitate proactive customer service by anticipating potential issues before they arise. This results from identifying touchpoints that may cause frustration or confusion for customers while interacting with a brand. Customer feedback is another critical component in creating effective maps as it provides insight into what works well and where improvements need to be made.

In conclusion, utilizing customer journey maps allows businesses to improve overall customer satisfaction and increase loyalty through providing more personalized experiences. It helps organizations focus on key moments of truth throughout the customer’s buying process, so that they can ensure each interaction positively contributes to generating business growth over time.

How To Map The Customer Journey

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Learn how to map the customer journey step-by-step, from defining your personas and identifying touchpoints to analyzing customer actions and emotions and making improvements that increase customer loyalty. This section provides practical tips, tools, and best practices for effective customer journey mapping. Keep reading to discover how you can future state your customer journey map helps create a better customer experience and inform business decisions with insight into the entire customer journey.

Define Your Customer Personas

Defining customer personas is a crucial step in creating a successful customer journey map. Personas are fictional characters that represent your ideal customers and help you understand their behavior, needs, and expectations. By having a clear understanding of your personas, you can tailor your marketing messages to meet their specific needs and interests.

To start defining your customer personas, conduct market research to gather data on demographics, psychographics, and buying behaviors. Use this information to create profiles that represent the different types of customers who interact with your brand.

Once you have defined your personas and survey customers, it’s important to consider customer actions and how they interact with your business at each stage of the customer journey. This will help you identify pain points and opportunities for improvement that can enhance the overall customer experience. Remember that as consumer behavior changes over time, it’s essential to update these profiles regularly so they remain accurate representations of actual customers.

Identify Touchpoints And Channels

In creating a customer journey map, it is crucial to identify all the touchpoints and channels that customers interact with. Touchpoints refer to any point where customers come into contact with your business, while channels represent the means by which you communicate or deliver products or services. These include social media platforms, email, website interactions, mobile apps, in-store experiences, and phone calls.

By identifying these touchpoints and channels in detail, businesses can understand how their customers interact at each stage of their buying journey. This knowledge helps companies optimize interactions for maximum impact on customer satisfaction and retention rates. Remember that even seemingly small touchpoints like team a customer’s shoes or adjusted holiday hours can have an outsized impact on customer experience if not handled properly.

It’s essential to prioritize the most critical customer touchpoints to focus resources effectively. For example: service teams might want to focus more heavily on high complaint areas like pain points than low-volume interactions seen as less impactful. Once critical touch-points are identified and prioritized – analyze actual feedback from existing Customer engagements (taken via surveys etc) rather than relying purely on conjecture when mapping them out visually – this will help business owners accurately reflect “day to day in the life of” scenarios for typical customers via a visual representation of a service blueprint template or other tool.”

Map The Customer Journey

Mapping the customer journey is a critical step in visualizing the entire customer experience. It involves identifying all the stages through which customers interact with your product or service, starting from awareness to advocacy. The first step in mapping a customer’s journey is to define personas, which represent segments of customers with similar characteristics and behavior patterns.

Next, set up stages that capture how each buyer persona and customer interacts with your business. These stages can include awareness, consideration, purchase, delivery, usage/engagement, and advocacy. Once you have defined personas and stages for your map, you need to identify touchpoints or channels where customers interact with your business. This includes email campaigns, social media posts/comments/messages/campaigns/reviews (online), billboards (offline), etc.

By analyzing customer emotions at each stage of their journey – frustration/confusion/angry/happy/excited/delighted/etc., businesses can identify pain points where they may be losing potential patrons/customers due to issues such as bad interface design/wrong marketing strategies/or wrong target audience identification among several others while using an existing product/service or trying out new ones from competitors. Finally improving these maps consistently will guarantee more insights into what works best for different types of clients/personas during every stage of interaction since it’s updated constantly over time based on feedback received by actual users/customers/patrons who react via phone calls/e-mails/surveys/social media feedback/all other kinds of analysis tools available currently.

Overall creating successful customer journey maps requires cross-functional teams involving various departments within the organization ranging from Marketing team members/Customer Support Agents/Sales Team Members/Product Managers/Design Team Members/Business Intelligence Analysts/Data Scientists along with any other relevant parties who can contribute towards better customer journey mapping important of and understanding the customer’s expectations throughout their interactions/businesses’ products/services).

Analyze Customer Emotions

Analyzing customer emotions is a crucial step in creating an effective customer journey map. Customer emotions are not always logical or rational, but they significantly impact their decision-making processes. By analyzing and understanding these emotions, businesses can better cater to their customer needs, and identify opportunities for improvement.

One useful technique for analyzing customer emotions is through empathy mapping. This involves putting oneself in the customer’s shoes and identifying how they feel throughout each stage of the journey. Understanding customers’ pain points, frustrations, and moments of delight can help companies create more targeted marketing campaigns, improve products/services, and ultimately enhance the overall experience.

Additionally, tracking and measuring specific metrics such as Net Promoter Score (NPS) can also provide valuable insights into customer sentiment. NPS measures how likely customers are to recommend a company’s product/service to others; it provides a clear indication of whether they have had a positive or negative experience with the brand.

In conclusion, taking the time to analyze and understand customers’ emotional journeys is essential for creating successful business strategies that meet their needs effectively. In understanding what drives them emotionally – whether it be frustration over poor service delivery or excitement at discovering new promotions – companies stand a better chance of delivering value that resonates with consumers on an emotional level.

Make Improvements

Making improvements is a crucial step in creating effective customer journey maps. After analyzing the emotions and pain points of customers, it’s time to make changes that will improve their overall experience. This can involve anything from streamlining processes to enhancing communication channels.

One way to make improvements is by involving cross-functional teams from different departments within the organization. These teams can work together to brainstorm ideas and implement changes that positively impact customer experience.

Using customer data and feedback to implement proactive customer service can also help identify areas where improvements are needed. By surveying customers or conducting market research, businesses can gain insight into what aspects of the customer journey need improvement. Making these necessary changes will ultimately lead to higher satisfaction rates, increased loyalty, and better business outcomes.

Involve Cross-Functional Teams

In order to create a comprehensive and accurate customer journey map, it’s important to involve cross-functional teams. This means including members from different departments within the organization who have varying perspectives on the customer’s experience. By engaging people with different expertise and skills, you can ensure that your customer journey map is well-rounded and reflects all aspects of the customer’s interaction with your company.

By involving cross-functional teams in creating a customer journey map, you can also ensure that everyone in the organization has a shared understanding of how customers interact with your company. This alignment is crucial for ensuring consistent messaging across departments and creating a seamless experience for customers no matter where they are interacting with your brand. Additionally, having a diverse group of individuals involved in mapping out the customer journey map allows for more creative problem-solving when identifying pain points or areas for improvement.

Ultimately, involving cross-functional teams helps facilitate better communication between departments and promotes collaboration towards common goals such as improving overall customer satisfaction or increasing retention rates. The insights gained from these team efforts can lead to innovative solutions that drive business success while simultaneously meeting consumer needs and expectations.

Use Customer Data And Feedback

Using customer data and feedback is an essential step in mapping the customer journey. It involves gathering quantitative and qualitative information to better understand customers’ needs, preferences, behaviors and pain points. With this data, businesses can create more accurate personas and identify touchpoints that impact their customers’ interactions with the company.

Quantitative data can include metrics such as website traffic patterns, click-through rates, social media engagement rates etc. which provide insights into how customers interact with your brand and where they may be experiencing friction during their journey. Qualitative data on the other hand includes surveys or feedback forms which allow you to capture rich detail about individual customer experiences.

By incorporating both types of data into your journey maps, you gain a deeper understanding of how each persona customer interacts with your business at every stage of their journey. This knowledge enables teams to develop targeted strategies for improving engagement at specific touchpoints thus enhancing the overall experience offered by your business.

Ultimately using customer data and feedback allows businesses to stay ahead of evolving consumer expectations by continuously refining current processes while also identifying opportunities for innovation within new areas of their operations based on real-world experiences from actual customers.

Keep It Simple And Visual

One of the common mistakes in creating customer journey maps is overcomplicating them. To avoid this, it’s important to keep the basic customer journey map very simple and easy to understand. Use visuals like symbols, colors, and icons to represent different stages of the journey. This makes it easier for everyone in the business, including cross-functional teams, to understand how customers interact with each touchpoint.

Another way to ensure simplicity is by focusing on key touchpoints that matter most to customers. These are moments of truth where customer decisions are made or influenced. Understanding these touchpoints can help businesses identify pain points and create a better overall customer experience. By keeping the map focused on these critical areas, businesses can create actionable insights that drive real results.

Overall, creating visual and straightforward customer journey maps provides a deeper understanding of how customers interact with your business at every stage of their buying process. Through a simplified approach involving various teams across an organization in mapping out their own customer journeys, customer journey mapping important base’s experiences effectively coupled with actual data from survey groups provided by third-party companies such as Nielsen Norman Group or Forrester Research can provide accurate insight into what drives customers’ expectation and behaviors ensuring more effective solutions when addressing any possible needs or issues faced by your target consumers along their buyer’s journey path

Continuously Update And Refine The Maps

Once you’ve created your customer journey maps, it’s important to keep them up-to-date by continuously updating and refining them. This ensures that the maps reflect the current and future state of your customers’ experience and the changes in their behavior, preferences, and expectations. For example, if you launch a new product or service, you need to update the maps accordingly to show how it fits into the basic customer journey map.

To refine the maps, incorporate feedback from actual customers through surveys or other forms of direct communication. Use this information to validate assumptions made during mapping or find new opportunities for improvement. Additionally, involve cross-functional teams such as sales and marketing personnel who interact with customers frequently so they can provide insights on trends they notice among customers.

By continuously updating and refining your customer journey maps, you create a valuable tool that helps everyone in your organization understand how things work from a customer’s perspective. It also ensures that any existing pain points are identified early enough before causing major problems for customers. Remember that these maps should be easy to read at all times; therefore updates must not come across as too cluttered but still accurately reflect all touchpoints along with significant data on existing customer pain points too.


Best Practices For Effective Customer Journey Mapping

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Learn the best practices for creating effective customer journey maps, such as involving multiple departments, focusing on key moments of truth, and incorporating customer feedback. By first customer journey map and implementing these strategies, you can develop targeted marketing strategies, increase customer loyalty, implement proactive customer service, and align your customer journeys maps with real-time business decisions. Read on to discover how to create a successful customer journey map that leads to improved customer experiences and increased satisfaction.

Use Empathy To Understand Customer Needs

Empathy is a critical component of effective customer journey mapping. To create accurate and relevant maps, you need to put yourself in your customers’ shoes and see the world from their perspective. This means understanding their challenges, motivations, preferences, and expectations.

To practice empathy effectively, you can conduct market research to gather insights into customer behavior and feedback. You can also listen actively to what they say on social media channels or during support interactions. By doing this, you will gain deeper insight into their needs and pain points.

Using empathy in your customer journey maps can help improve overall customer experience by identifying areas where customers may struggle or feel frustrated. It can also highlight moments of delight when customers are satisfied with the service or product provided. Incorporating empathy into your customer journey mapping process ensures that all touchpoints along the entire journey reflect an authentic representation of your customers’ experiences.

Involve Multiple Departments

To create an effective customer journey map, it is crucial to involve multiple departments. Customer interactions happen across various touchpoints and channels within a business, and each department has its unique perspective on the customer experience. Collaboration between departments helps ensure that everyone’s needs are considered in improving the basics to create a customer journey map.

For example, involving both marketing and customer service teams can help identify pain points and opportunities for improvement at all stages of the journey. Sales teams can provide valuable insights into buyer personas and their decision-making process. By involving multiple departments, businesses can gain a deeper understanding of what customers need and how they behave.

Additionally, involving employees from different levels in the organization fosters a more profound commitment to improving the customer experience as well as collaboration among cross-functional teams. Each team member brings their expertise to improve overall communication among different areas of your company while keeping up-to-date with market trends & shifts in consumer preferences identified through comprehensive market research- which ultimately leads to better business outcomes.

Focus On Key Moments Of Truth

One of the key elements to consider when creating and using customer journey maps is identifying the key moments of truth. These are specific interactions that customers have with your brand that can make or break their overall experience. By focusing on these moments, you can improve customer satisfaction and loyalty.

To identify the key moments of truth, it’s important to understand which touchpoints have the greatest impact on customers. This could be anything from a first impression to a post-purchase follow-up communication. Once these touchpoints have been identified, they can be prioritized and improved upon.

Focusing on key moments of truth not only improves the overall customer experience but also helps businesses achieve their goals. By ensuring positive experiences at critical points in the customer journey, conversions may increase while negative reviews decrease. It’s important to remember that every interaction counts and should be designed with intentionality so as not to lose out on valuable opportunities for improvement and growth in business performance.

Keep It Simple And Focused

When creating customer journey maps, it’s crucial to keep the information simple and focused. Too much detail can be overwhelming and detract from the overall purpose of the you create a customer journey map helps you. By focusing on key moments of truth, you can better understand where customers are having positive or negative experiences with your brand.

Another important aspect of keeping it simple is to use a visual representation that is easy for everyone in the business to understand. This allows different departments to gain insight into how they fit into the customer journey and their impact on improving it. Using tools such as infographics, illustrations, or diagrams can help simplify complex data.

Incorporating customer feedback throughout the process also helps keep things simple and focused by ensuring that you’re addressing their needs in a clear and concise way. This approach not only creates a better customer experience but also aligns customer success with business goals and objectives. Keep in mind that every interaction counts towards building loyalty with customers, so making improvements based on their feedback is vital to maintaining satisfaction and retention rates over time.

Incorporate Customer Feedback

Incorporating customer feedback is crucial when creating and using customer journey maps. Customers are the backbone of any business, and their opinions matter. Feedback provides insights into what customers like or dislike about your products or services, allowing you to make necessary improvements to enhance their overall experience.

Through surveys or social media platforms, businesses can collect data on customer experiences at different touchpoints along the buyer’s journey. This information helps create a more comprehensive view of the entire customer journey while gathering useful feedback from actual customers themselves.

Analyzing this data also allows for better decision-making in terms of marketing strategies and product development. Ultimately, incorporating customer feedback into your business strategy leads to increased loyalty and satisfaction among consumers.

Overall, incorporating customer feedback is essential in creating effective customer journey maps that accurately reflect the end-to-end experience of buyers. It provides valuable insights enabling businesses to improve their products/services for existing clients while attracting new ones by delivering an exceptional experience at every stage of the buying process through all channels possible.


Strategies For Using Customer Journey Maps Effectively

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Learn how to most customer journey maps to identify pain points, develop targeted marketing strategies, increase customer loyalty, and align the benefits of customer journey maps with feedback in order to improve your business’s bottom line. Discover the best practices for using customer journey maps effectively by reading on!

Identify Pain Points

Identifying customer pain points is a crucial step in the customer journey mapping process. – Pain point these points are the areas where customers experience dissatisfaction or frustration during their interaction with your company. Pinpointing these issues can help businesses improve and enhance customer satisfaction. There are several ways to identify pain points, including analyzing customer feedback, conducting surveys, and monitoring social media channels.

One useful tool for identifying customer pain points, is a service blueprint template. This template maps out all of the touchpoints that customers interact with during their journey, as well as the actions taken by employees behind the scenes. By examining these touchpoints closely, businesses can gain insight into common customer complaints and frustrations.

Once you have identified your pain points, it’s essential to address them promptly. Failing to do so may lead to lost customers or decreased satisfaction levels. Some approaches for addressing pain points include improving training for employees who interact with customers or redesigning processes that cause delays or confusion in the buying process. Ultimately, successfully addressing pain points can significantly impact business goals like customer retention rates and revenue growth.[IMPORTANT FACTS: 9-10]

Create A Better Customer Experience

Creating a better customer experience is crucial in retaining loyal customers and increasing revenue. One way to achieve this is by using customer journey maps to identify pain points and opportunities for improvement. By understanding the customer’s emotions, behaviors, and motivations at each touchpoint, businesses can address their needs more comprehensively.

Customer feedback should also be integrated into the map to enhance the overall experience continuously. For example, it could include surveys or reviews on various platforms such as social media or email. Additionally, cross-functional teams should collaborate closely to ensure a seamless experience from start to finish.

Finally, personalization plays an essential role in creating a better customer experience. Businesses can use data insights to offer tailored solutions and recommendations that align with the customers’ preferences and expectations. Ultimately, creating a personalized approach helps build trust among customers while fostering long-term relationships that drive growth for your business.[Writing Instruction]

Develop Targeted Marketing Strategies

Developing targeted marketing strategies is one of the most significant benefits of customer journey maps. Once you have mapped out a customer’s journey, you can identify touchpoints where marketing messages could be most effective. By targeting specific pain points and stages in the buyer’s very first to create a customer journey map, you can create tailored messaging that resonates with your potential customers.

Another way to use customer journey maps for marketing purposes is by defining your target customer audience more clearly. You can refine your own buyer persona or personas by gathering data on how actual customers interact with your brand across channels and at each stage of the buying process. This information will enable you to develop segmented messaging that speaks directly to different buyer personas, increasing engagement levels and conversion rates.

Incorporating feedback from existing customers into your targeted marketing strategies is also essential. Customer feedback provides invaluable insight into what they expect from brands in terms of tone, content, and delivery methods. Use this feedback to adjust messaging as necessary, ensuring it matches their preferences while still aligning with business goals. With these tactics in mind, developing targeted marketing strategies based on customer journey mapping can enhance overall customer satisfaction levels while increasing revenue through higher conversions rates and sales numbers.

Increase Customer Loyalty

One of the most significant benefits of creating customer journey maps is increasing customer loyalty. By understanding the journey your customers take when interacting with your business, you can identify pain points and opportunities to improve their experience. This helps to build trust and foster a long-term relationship with your customers.

To increase customer loyalty, you need to create a positive experience at every touchpoint along their journey. This means ensuring that your website is user-friendly, providing excellent customer service, and delivering on promises made in marketing materials. Creating a personalized experience for each individual customer can also go a long way towards improving brand loyalty.

It’s important to note that building customer loyalty takes time and effort. Consistently meeting or exceeding expectations will help establish a strong connection between your customers and brand. By using data collected from customer feedback, surveys conduct research, and interactions at various stages of the journey map, businesses can continue refining their efforts to inspire greater brand advocacy among their clientele.

Align The Maps With Customer Feedback

Aligning customer journey maps with feedback from customers is essential to improving the overall customer experience. By incorporating feedback, businesses can identify pain points and make necessary improvements to enhance the entire customer journey. Customer feedback can provide valuable insights into what aspects of the experience are working well for customers and where improvements could be made.

Customer feedback can also help businesses identify common themes or patterns in customer behavior that may not have been apparent before. This information can then be used to create targeted marketing strategies or develop proactive customer service initiatives that address specific customer needs or pain points somewhere along the journey. Overall, aligning your maps with customer feedback allows you to gain a deeper understanding of your customers’ needs and preferences, which ultimately leads to higher levels of satisfaction and loyalty.

One way to gather customer feedback is through surveys or focus groups conducted at different stages of the journey. These methods provide an opportunity for customers to share their thoughts on specific touchpoints and interactions they had throughout their experience. Businesses should also consider leveraging data from social media platforms or online review sites, as these channels offer additional insights into how actual customers feel about their experiences.

By taking a collaborative approach that involves both employees across departments and actual customers themselves, businesses can accurately reflect all touchpoints in their maps while also gaining valuable input on ways to improve the overall experience. Through this process of aligning maps with customer feedback, businesses will gain a stronger understanding of expectations, behaviors, emotions, triggers as well as opportunities for improvement along each stage of the journey.

Use The Maps To Inform Business Decisions

One of the most significant benefits of creating customer journey maps is that they not only help improve the overall customer experience but also provide insights for businesses to make informed decisions. The data collected from these maps can be used to identify pain points, gauge customer satisfaction levels, and track progress over time. Companies can leverage this information to inform and adjust their business strategies accordingly.

By understanding each touchpoint in the customer’s journey, businesses can develop a more targeted approach to marketing and sales initiatives. Leveraging this data can enable companies to optimize their efforts towards high impact areas identified through the map analysis. This approach results in increased customer engagement, conversion rates, revenue growth, thereby boosting profits.

In summary, creating a visual representation of a customer’s journey allows business leaders to understand key moments affecting customers’ experience with their brand. These deepens knowledge positively influences how they assess tactics that attract new customers while retaining existing ones by using analytics or feedback received via surveys. Ultimately this improves decision-making at every level throughout an organization enhancing long-term stability as your company pivots strategy towards becoming more responsive toward meeting your customers’ changing needs.


Tools And Examples

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This section of the article will showcase some popular tools for creating customer journey maps, including Miro, Lucidchart and Canva, as well as real-life customer and future state journey map and mapping examples, to inspire your own future state journey mapping efforts.


Miro is a collaborative online whiteboard platform which can be used to create customer journey maps. It provides customizable templates for different industries, including retail, healthcare, and finance. With Miro, users can easily create and share visual representations of the entire customer journey.

One of the benefits of using Miro is its real-time collaboration feature. Multiple team members can work on the same map simultaneously from different locations or devices. This makes it easier to involve cross-functional teams in creating and implementing improvements to the customer experience.

Miro also offers integrations with other tools such as Slack and Microsoft Teams, making it easy for teams to communicate and stay updated on changes in real-time. Overall, Miro is an excellent tool for creating effective customer journey maps that can help improve overall business performance by providing insights into customers’ experiences from their shoes.


Lucidchart is a fantastic tool for creating customer journey maps. With its user-friendly interface and drag-and-drop functionality, anyone can create stunning visuals that accurately reflect the customer’s experience. The platform offers numerous templates tailored to various business models and industries, making it easy to get started.

One of the most significant advantages of using Lucidchart is its seamless integration with other software tools such as Salesforce, Confluence, and Jira. This feature allows you to import data from these platforms directly into your customer journey map templates or export your customer journey map templates seamlessly into those software programs for better collaboration among team members.

Overall, Lucidchart provides an efficient way for businesses to create comprehensive visual representations of their customers’ end-to-end experiences. Its intuitive design makes it accessible even to those who lack graphic design skills, while its integration capabilities make it ideal for teams working on collaborative projects across different departments.


Canva is a user-friendly and free graphic design platform suitable for designing customer journey maps. It offers hundreds of templates, images, graphics, fonts, and other design elements to make the process easy and fun. Besides, it has a drag-and-drop interface that simplifies the creation of professional-looking maps even for non-designers.

Using Canva allows you to customize your maps with your brand colors, logo, and information to make them more distinct. Also, you can collaborate with team members in real-time while creating or editing the same customer journey map, – this feature makes it easier for cross-functional teams to participate in creating customer journey maps.

Canva’s versatility extends beyond designing customer journey maps; you can also use it for creating social media posts, email newsletters, and infographics among others. Whether on desktop or mobile platforms (iOS or Android), Canva provides an excellent option for those looking to create visually engaging assets at zero cost.

Real-Life Examples

Real-life examples of customer journey maps in action can be found across various industries. One example is the luxury automotive company, Lexus. The brand used a customer journey map to identify key customer touchpoints and channels in the car-buying process. This allowed them to optimize these channels by providing personalized experiences, leading to an increase in customer satisfaction and loyalty.

Another real-life example is from the hospitality industry. Marriott International created a customer journey map that highlighted different touchpoints throughout the hotel guest experience. They were able to use this information to create personalized experiences for guests based on their preferences, leading to an increase in positive reviews and repeat business.

A final real-life example comes from the financial services sector. American Express utilized a customer journey map to understand client interactions with their website and mobile applications better. By identifying pain points and areas for improvement, they were able to streamline processes, reduce wait times, and improve overall user experience.

Overall these examples illustrate how creating effective customer journey maps can help businesses identify opportunities for improvement while also improving the overall experience for customers resulting in increased satisfaction and loyalty.


Common Mistakes To Avoid

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The article also highlights the common mistakes to avoid when creating and using existing customer journey’ maps, such as neglecting updates or only focusing on the happy path. Take a look at these pitfalls and ensure you’re maximizing the full potential of your existing customer journey maps!

Neglecting To Update The Maps

One common mistake that businesses make when creating customer journey maps is neglecting to update them regularly. These maps are not static but rather dynamic, reflecting changes in customer behavior over time. Failing to keep the maps updated can result in a misrepresentation of the actual customer experience and lead to missed opportunities for improvement.

Regular updates also allow businesses to track progress towards their goals and identify areas that need more attention. For instance, if a company’s goal is to improve its customers’ satisfaction score, then it needs to evaluate each stage of the journey frequently and adjust its strategy accordingly.

Customer feedback is an excellent source of information for updating these maps. Gathering feedback allows companies to understand how customers interact with their brand across different touchpoints, including social media platforms, online reviews, and surveys. This information helps organizations tailor their approach to meet customers’ evolving needs and preferences.

In conclusion, regular updates are crucial for maintaining accurate and effective customer journey maps. By staying up-to-date on changes in consumer behavior, businesses can stay ahead of the competition by providing top-of-the-line experiences that meet or exceed their customers’ expectations.

Only Focusing On The Happy Path

One common mistake that businesses make when creating customer journey maps is only focusing on the happy path. This means they only consider the positive experiences and ignore any negative ones. While it’s important to highlight the strengths of your business, ignoring pain points or issues can lead to a skewed view of the customer experience.

Focusing solely on the happy path also prevents businesses from identifying opportunities for improvement. By acknowledging and addressing pain points in the customer journey, you can improve overall satisfaction and loyalty with target customers. It’s essential to understand what frustrates customers so you can work towards finding solutions.

To avoid this mistake, it’s crucial to gather feedback from actual customers at all stages of their journey. Surveys and other forms of research can help identify areas where customers are struggling or experiencing frustration. Including these insights in your map will give you a more accurate representation of future state of the entire customer experience, beyond just what went well.

Failing To Incorporate Employee Feedback

One of the most common mistakes that businesses make when creating customer journey maps is neglecting to incorporate employee feedback. This can be a crucial misstep in customer journeys too, as employees often have valuable insights into how customers behave and what their pain points are. Neglecting this feedback can result in inaccurate or incomplete customer journeys maps that don’t accurately reflect the customer’s experience.

Incorporating employee feedback can help provide a more complete picture of the customer journey, from start to finish. Employees who interact with customers on a regular basis may have insights into areas where improvements could be made, as well as opportunities for upselling or cross-selling. By taking these insights into account when designing your customer journey map, you’ll be able to create a more effective and accurate tool for improving your business operations.

Another key benefit of incorporating employee feedback into your customer journey mapping process is that it helps ensure buy-in from all stakeholders within the entire organization throughout. When employees feel like they’ve been included in the process and their opinions are valued, they’re much more likely to support any changes that come out of it. In turn, this increases overall adoption rates and provides greater value across all departments within the organization.[/Writing Instruction]

Overcomplicating The Maps

One common mistake that businesses make when creating customer journey maps is overcomplicating them. While it’s essential to capture all the necessary information, making the maps too complex can lead to confusion and lack of usability. Customer journey maps should be simple and easy to understand, even for someone outside your organization.

Creating a straightforward visual representation of the customer’s experience will provide insight into their emotions, behaviors, pain points, and motivations. Overcomplicating maps with unnecessary elements or jargon can make stakeholders lose sight of the primary goal – improving customer experiences.

To avoid this mistake, start by involving cross-functional teams in the mapping process. Collect feedback from different departments like marketing or sales about how customers engage at each touchpoint. Ensure that everyone has access to relevant data on customer behavior throughout their entire journey so they can suggest improvements based on actual insights rather than assumptions. Keeping things simple and focused is key to an effective and usable map that drives action towards enhancing your customers’ experience.



Creating and using customer journey maps is a game-changer for any business looking to improve its customer experience. By visualizing the end-to-end benefits of customer journey together, you can identify pain points, opportunities for improvement, and develop targeted marketing strategies.

Remember to keep it simple, focus on key moments of truth, involve multiple departments, and continuously update and refine your most customer journey maps based on feedback. The benefits of using customer journey maps are endless – increased loyalty, customer retention rate, rates, and satisfaction levels – just to name a few! Don’t wait any longer; start mapping your customers’ journeys now. For more great articles on all things conversion rate optimization, check out our blog today!



Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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