What is a Customer Journey Map?

Customer Journey Maps are narrative stories of your users that allow you to see how a customer may have a need for your product, how they would come across your product, and how your product can benefit them. Creating these maps lets us realize where we may have flaws or gaps in our marketing strategy or use-case scenarios. Having a real and relatable customer story allows us to come up with the most logical solutions for our problems.

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Why is Journey Mapping Important?

Creating journey maps for your customers is extremely important because it allows you to step into the shoes of your users. When you create step-by-step journey maps of your target customers, you're forced to go through the full-cycle marketing experience of your product. Customer journey mapping helps marketers and product developers identify what problems their product is trying to solve, where and how their target users will search for solutions to their problem, how they will implement your product as a solution, and how their product will benefit the customer's life. By journey mapping this process, it allows you to more efficiently allocate marketing and sales resources and have a better understanding of why your customers will be in need of your product.

How to Start Journey Mapping

1. Create a User Persona

Identify the main character in your journey map and create a persona for this character.

2. Define Your Customer Stages

Decide what the key stages in the customer's journey are and add these stages as titles on your customer journey map to make sure you address them.

3. Build Your Journey Map

Start creating your journey map by taking your user persona and placing them in the first customer stage. Think about how they would react in this stage, then apply the same concept to the rest of the map.


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More Journey Mapping Resources

5 Tips for Effective Customer Journey Mapping
B2B vs. B2C Journey Mapping
Bring Personas to Your Office
Create a Customer Journey Map
Use Storyboards to Help With Processes and Steps!
Customer Journey Map Defined
Customer Journey Mapping
Customer Journey Mapping
Free Design Thinking Workshop
Journey Map Infographics
Part 4: Customer Journey Mapping
Customer Journey Mapping Lesson Plans
Story Mapping for Agile Development
Storyboarding for User Centered Design
User Empathy Mapping
User Experience Mapping


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