How to Create a Customer Journey Map [With Examples]

Clients are unpredictable! They go to on-line shops with their particular person preferences and pathways. However with a buyer journey map, companies can higher align their effort with prospects’ wants. 

A buyer journey map represents a buyer’s full expertise when going by and interacting with a enterprise. The map features as a street map for comprehending the necessities, wishes, and issues of a consumer. So, it begins from a buyer’s pre-purchase consciousness and continues till the post-purchase course of. 

Buyer traits and preferences are consistently altering, and your retailer should deal with them. That’s the reason you’ll want to take a look at what you are promoting and merchandise from a buyer’s viewpoint. Nonetheless, a well-researched buyer journey map can considerably improve buyer expertise.  

On this article, We are going to symbolize how one can create an efficient buyer journey map. Earlier than diving into the principle matter, we are going to talk about the kinds and requirements of a buyer journey map. 

Kinds of Buyer Journey Map

Totally different buyer journey maps replicate numerous buyer actions as a result of every buyer interacts with a enterprise in a different way. Furthermore, customers might work together with a web based store at any time that’s handy for them. 

Buyer journey maps range primarily based on a enterprise’s buyer necessities and aims. For example, a healthcare group might focus on giving sufferers clear and comprehensible info. However, a retail store will give attention to creating a seamless in-store and on-line shopping for expertise. 


Totally different enterprise industries even have totally different buyer sorts and touchpoints. For instance, B2B and B2C corporations have totally different buyer journeys. Furthermore, the service trade additionally consists of totally different buyer journey maps in comparison with the product-based trade. 

Based mostly on the enterprise, trade sort, and buyer way of life, there are 4 buyer journey maps. You may select one relying on what you are promoting sort and goal. 

Present State Buyer Journey Map 

The present state template is a buyer journey map that’s usually utilized by most companies. This map describes the current state of a buyer expertise as it’s being supplied proper now. It visually represents the steps and touchpoints a buyer goes by whereas interacting with a corporation. 

The present state template is right for locating flaws, inconsistencies, and possibilities for person expertise enhancement. For instance, you may create a present state template and monitor your buyer’s journey from once they first be taught in regards to the enterprise till the purpose of buy and the follow-up interval thereafter. 


The present State template can discover out the next touchpoints: 

  • Looking the web site 
  • Going to a bodily retailer location
  • Finishing the acquisition 
  • Interacting with buyer assist 

Future State Buyer Journey Map 

Utilizing the long run state template, you may envision the client expertise at what you are promoting sooner or later. By expertise, we imply the concepts, actions, and emotions that your prospects will encounter.

This template aids in creating the best consumer journey along with your model. It’s essential to first comprehend the current client expertise through analysis. Due to this fact, you should first create the present state map after which design the long run state. First, you should pinpoint the areas of growth and set up particular aims for the long run. 


Moreover, the long run state template binds groups and stakeholders with a standard aim. It helps launch a brand new product resulting in extra environment friendly and efficient decision-making. 

Future State template can discover out the next touchpoints:   

  • Discover Digital channels similar to web sites and cellular apps
  • Bodily places similar to shops and branches
  • Totally different promoting campaigns for the long run
  • Crew member & stakeholder coordination 
  • Enhancing post-purchase experiences 

Day In The Life Buyer Journey Map 

Day within the life buyer journey map visually portrays a buyer’s journey on a typical day with a enterprise. The map emphasizes the prevailing issues within the lives of your present and potential prospects. Because of this, you may uncover contemporary approaches to spur innovation and fulfill prospects’ shifting calls for.


It usually incorporates particulars on prospects’ places, sure services or products utilization, and demographics. Due to this fact, you may tactically adapt your communication technique and have interaction them proper the place they’re. Then you may provide them on the exact time once they’re able to buy. 

Service Blueprint Buyer Journey Map 

Service Blueprint combines the client journey with the business trip and works as extra content material. The target of this map is to see every stage by the eyes of the consumer and suggest modifications to the service when essential.  

The inspiration of this map is predicated on any of the opposite three maps. Afterward, It’s layered to ship an enhanced buyer expertise. This map will help you in forecasting the next facets: 

  • The place your prospects shall be sooner or later
  • The place will they be when it comes to necessities?
  • How will they profit out of your product and repair?

Causes to have a Buyer Journey Map 

In accordance with statistics, 86% of shoppers are ready to pay further for a greater buyer expertise. However an efficient buyer journey map will can help you improve the client expertise massively. 

These days, prospects are involved, choosy, and keen to have a easy relationship with a enterprise. They anticipate that companies will allocate their calls for and bear in mind their actions. To allow them to return to your retailer anytime and proceed procuring from the place they left off. 

Let’s take a better take a look at the explanations to have a buyer journey map:   

  • Improve Buyer Expertise: At each step of a buyer journey, you’ll perceive your buyer’s necessities. It is going to allow you to improve the client expertise.
  • Gross sales & Income Progress: By addressing and resolving client ache factors, companies can enhance buyer expertise. Thus, your gross sales and income will develop. 
  • Improved Product or Service Design: A buyer journey map can information companies in creating items and companies that higher fulfill the necessities of their goal market. Therefore, prospects will really feel extra happy and grow to be loyal. 
  • Higher Advertising and marketing and Communication: Companies can take extra emphasis on advertising and communication efforts by realizing the consumer journey. Because of this, prospects will grow to be extra engaged, and conversion charges will rise.
  • Stronger Crew Collaboration: Groups from totally different departments, together with advertising, gross sales, and buyer assist, will profit from a buyer journey map. As a result of a staff will get an opportunity to work collectively to grasp the shoppers’ wants higher.
  • Price-Efficient Processes: Companies can enhance their processes and save prices by discovering bottlenecks and inefficiencies within the buyer journey.
  • Smart Determination Making: A buyer journey map can present insightful info guiding decision-making at totally different organizational ranges. 
  • Defending The Future: By utilizing a buyer journey map, companies can plan for and establish shifts available in the market, client preferences, and technological developments. So you may customise what you are promoting and affect the client’s journey.

A profitable buyer journey map provides a transparent perception into what your buyer is on the lookout for at what you are promoting. Additionally, it reveals the development alternatives to your model, merchandise, and companies. 

Making a Buyer Journey Map 

Every buyer journey map will range relying on the method and instruments you utilize. Do not forget that each consumer is totally different, in addition to the client journey map. However we’ll stroll you thru the basics of constructing a buyer journey map to make issues clearer.


#1. Decide The Goal Buyer

This part entails determining your very best consumer and studying about their traits, habits, and issues. Surveying the shoppers and market analysis will be utilized to get this knowledge. 

After getting the information, use it to outline your goal prospects and adapt your buyer journey map. For example, you could make use of buyer segmentation methods. Then you may put customers into teams in response to their demographics, previous buy, or different elements. On this approach, you may meet the actual calls for of your buyer. 

#2. Receive Buyer Information   

On this stage, you collect knowledge on prospects’ interactions with what you are promoting. This knowledge will embody the client’s key touchpoints and their frustration. You may implement surveys, interviews, and customer support logs. You should utilize this knowledge to create a flawless presentation of the client journey.

To get knowledge from totally different teams of shoppers, you may mix the quantitative and qualitative strategies. For that cause, you may implement on-line surveys and buyer interviews.   

#3. Arrange the Gathered Information 

At this stage, you’ll want to put the data you’ve gathered into a visible model utilizing a timeline or flowchart. It is possible for you to to understand the consumer journey in a clearer, extra succinct approach with this illustration. 

Utilizing a flowchart, you may present the totally different phases of the client journey and touchpoints at every stage. 

#4. Pinpoint The Key Touchpoints

The target of this stage is to establish the essential buyer touchpoints, similar to the primary interplay, the decision-making course of, and the post-purchase expertise. These touchpoints are essential for comprehending the client expertise and figuring out enchancment alternatives. 

For example, you could establish the touchpoints the place prospects are probably to have points or lose curiosity. To get this knowledge, you may discover the analytics knowledge and buyer suggestions. 

#5. Evaluation Buyer Actions 

To understand the calls for and ache factors of the consumer, this stage entails looking for patterns and insights within the knowledge. You should utilize this research to pinpoint areas the place the client expertise would possibly want enhancement. 

For instance, to search out the patterns in client habits and feedback, you may make the most of statistical evaluation strategies similar to clustering or issue evaluation. 

#6. Creating Patrons Persona

Utilizing the information you’ve gathered in earlier steps, develop buyer personas at this stage. Your buyer journey map shall be simpler utilizing these personas as a result of you may symbolize numerous client base segments. 


In distinction, you may develop personas for numerous client classes, similar to early adopters or price-sensitive customers. It will help you in higher understanding your buyer’s specific wants and preferences. 

#7. Embody Feelings 

You must add feelings to your buyer journey map to grasp your buyer’s emotions at totally different factors within the journey. Then use this info to make changes that higher serve prospects’ calls for and design a buyer expertise that’s extra sympathetic to their needs. 


For instance, you may make the most of client suggestions and interviews to pinpoint emotions like annoyance, confusion, or satisfaction linked to numerous touchpoints. 

#8. Uncover Areas of Enchancment

This step allows you to use the insights collected from the evaluation and feelings to establish the scopes for enchancment within the buyer journey. Buyer suggestions or analytics knowledge are helpful to establish buyer ache factors at this stage. 

Moreover, establish the problems the place prospects are dropping off. Lastly, brainstorm the potential resolution to resolve the issues. 

#9. Develop A Technique For Motion 

Now, it’s time to create an motion plan to handle the areas that may be improved and alter the client journey. This technique wants to incorporate exact actions to be carried out, in addition to deadlines & roles. 

You may, for example, develop a undertaking plan that outlines a schedule for placing modifications into observe. Additionally, the plan ought to specify duties for every staff member and a technique to find out if the modifications have been profitable.

#10. Take a look at And Optimize 

It’s time to place the modifications you’ve made to the client’s journey to the check and get consumer suggestions. The journey will get additional improved and refined as a consequence of this enter. To find out how customers would react to journey modifications, convey A/B testing. 

Furthermore, you may acquire buyer suggestions through surveys or customer support contacts. This manner, you may see how the modifications have an effect on their satisfaction and engagement. When you’ve this suggestions, use it to switch the client journey additional and guarantee it satisfies the client calls for and advances the enterprise aims.

Widespread Errors To Keep away from

The facility of buyer journey mapping ought to be clear so that you can perceive at this level. 

Buyer journey mapping creates an answer that you should use adequately to reinforce buyer expertise and get the specified final result. 

Moreover, adhering to the very best mapping strategies just isn’t sufficient to accumulate success in a undertaking. It’s important to keep away from the frequent errors which may make your undertaking a failure. 

To create a profitable buyer journey mapping, these are the frequent errors to keep away from: 

  • Beginning a buyer journey mapping with out specifying the targets. 
  • Ignoring the entire buyer journey and solely specializing in how prospects are connecting to your services or products.
  • Taking suggestions solely from loyal prospects and avoiding non-loyal ones.
  • Not specializing in the early phases of a buyer’s calls for
  • Overlooking the emotional parts of a buyer’s journey.
  • Not getting totally different departments and stakeholders concerned within the mapping course of.
  • Not updating or reevaluating the journey map 
  • Not placing the map by any type of client validation course of.
  • Failure to make use of a number of knowledge sources to understand the client’s expertise absolutely.
  • Not highlighting areas for enchancment to make the map extra actionable.
  • Forgetting to contemplate the client’s post-purchase expertise 

We strongly advise you to keep away from the pitfalls listed above.

Buyer Journey Mapping Instruments

To ease out your buyer journey mapping course of, you may try the next instruments:

#1. Miro 

Miro is a device that gives a stability of construction & flexibility. You may enhance buyer expertise with correct visualization and staff collaboration. It permits you to give attention to what is crucial and helps you create a easy buyer journey map.  



  • A number of customers can work collectively on the identical buyer journey map concurrently 
  • Customizable buyer journey map templates can be found. 
  • Visually represents the services or products information throughout totally different departments
  • Establish buyer ache factors, domesticate empathy, and  create options with staff effort 
  • Accelerates the staff’s course of by clearly displaying buyer journey, touchpoints, personas, and extra
  • Cloud-based buyer journey mapping device 
  • Sharable buyer journey map info 

#2. UXPressia

UXPressia makes the client journey mapping course of seamless with some superb options. 



  • Actual-time collaboration with staff members, stakeholders, and shoppers.
  • Omni-channel expertise that reveals buyer expertise in several touchpoints.
  • Visualize buyer feelings utilizing expertise graph at totally different steps 
  • Export buyer expertise maps into print-ready and customizable file codecs 
  • Get correct analytics knowledge on the client journey map
  • Get 60+ templates to symbolize buyer journey map 

We’ve listed just a few buyer journey mapping software program, however you may discover extra instruments on-line.


What are the 4 important parts of a buyer journey map?

1. Patrons persona of the client
2. Phases of Buyer’s shopping for journey 
3. Buyer Touchpoints
4. Buyer Feelings 

What knowledge do I must create a buyer journey map?

1. Detailed info on prospects 
2. Clients’ key touchpoint with what you are promoting
3. Data on prospects’ decision-making course of
4. Clients’ Suggestions
5. Different manufacturers and merchandise your prospects are contemplating
6. Clients’ post-purchase actions 

Remaining Ideas 

Clients are dynamic, and their journey is consistently shifting towards new traits. However when you have a buyer journey map, you may maintain monitor of your consumer’s ever-changing calls for. You’re going to get an analytical visible illustration of various prospects in a single spot. Due to this fact, it turns into simpler to take care of a customer-centered perspective. 

Totally different prospects pose a distinct journey map, however the steps are at all times the identical. We’ve tried out finest to help you and inform you of these steps on this article. You simply must undergo these steps and create a journey map your self. It is going to considerably allow you to remove obstacles and develop an enhanced buyer expertise.  

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