Your customer journey map is a powerful tool for understanding your customers’ needs, behaviors, and motivations. It’s also used to plan marketing campaigns and segment your audience. But what exactly is a customer journey map? And why should you use one? Here is what you can expect to get out of creating and using one.

The power of the customer journey map

Now that you know how to prioritize the right marketing channels, you can use your customer journey map to improve your marketing campaigns. For example, if your company has an e-commerce site, you can use this information to optimize your advertising budget by focusing on the most cost-efficient channels. This will help to prioritize the right social media platforms for each stage of the customer journey. You can also improve customer satisfaction by providing them with better services at each step of their journey.

The customer journey map explained

The customer journey map is a visual representation of your customer’s experience with your company. It shows the different touchpoints they have with you and how these touchpoints impact their perception of your brand. The customer journey map can be used to identify opportunities for improvement, as well as highlight tactics that are working or not working.

The key component in creating a complete customer journey map is understanding where the pain points are in their experience with you—and then addressing those concerns. You do this by asking questions like:

  • What issues or concerns do your customers have?
  • How does your product solve these problems?
  • How does your messaging position your business against competitors’ offerings at each stage of purchase/trial/usage?

A good way to start assessing whether or not you need one is by looking at the data from people who are already using your product or service. For example, if you notice a lot of new customers dropping off after completing one particular step in their onboarding process, then it might be worth investigating why that step isn’t resonating with them—and making adjustments accordingly.

How to create a customer journey map

To create a customer journey map, you first need to define the problem. You can’t just jump right into solutions without understanding what you’re trying to solve. Next, you must set goals before beginning the process of creating your customer journey map.

You want to make sure that those goals are ambitious but realistic—don’t worry too much about other people’s opinions when setting these goals; they aren’t important in this stage of the process. Some examples of tangible fitness goals are running 5 miles without stopping, squatting 100 pounds for one rep, or completing 10 pull-ups in one set (pull-ups are hard). These kinds of measurable achievements will help motivate you through your journeys toward becoming better versions of yourself.

You need to create a map of your customer journey

A customer journey map is a visual representation of your customer’s path to purchase. It can help you understand how different channels work together to drive conversions, and it gives you a big-picture view of which channels are most effective for each stage in the buyer’s journey.

You must create a customer journey map because it allows you to identify gaps in your marketing strategy, so that you know where additional efforts should be focused. For example, if a sales lead comes from Facebook but there’s no follow-up email or phone call, then the channel isn’t doing its job. A customer journey map will let you see where these gaps are and make adjustments accordingly.

You can also use a customer journey map to prioritize which channels are most effective based on their return on investment (ROI). Once again using Facebook as an example, if Facebook provides more qualified sales leads than other channels combined but doesn’t convert those leads as well as other sources,do like direct mail or email, then maybe investing more resources into those other sources would be better for your business than investing more time in Facebook ads.


The journey map is a powerful tool to help you determine which marketing channels are the most effective for your business. Once you’ve created a customer journey map and identified the various touchpoints along that journey, it will be easier to choose where to focus your marketing efforts.