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How to Create an Effective Customer Journey Map

  • November 26, 2021

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A customer journey map is a  detailed visual representation of the customer journey (also known as buyer or user journey). It illustrates the steps that your clients take and go through when they’re engaging with your company.

More and more customers are considering their experience with a company to be as important as its products in recent years. For that reason, businesses have to adapt to their expectations and let them feel connected to the companies that they’re buying from. 

With that said, a customer journey map helps to tell a story of the experiences that your customers have with the brand. Whether the interactions are happening on social media, live chats, emails, or other channels, mapping their journey allows them to gain insight into the common issues they face, which allows the business owners to better optimize and personalize the whole customer experience.

Set Targets

If you’re looking to create a customer journey map, then you know that you need to start by having a goal in mind. What do you want to learn? Why do you want to map your customer journey? Whatever your reason is, make sure that it’s clear, specific, and measurable. 

Let’s say that you want to find out more about your customers’ motivations. You can have a goal of mapping out where they engage with your brand so that you can better personalize their experience. You can also try to determine how much motivation they have to complete the next step in the journey, which would most cases be making a purchase.

Use Social Media Analytics

Another way that you can get new insight into your customer journey is by using social media analytics. For many businesses, social media is an opportunity to connect with their target audiences and get feedback. You can better understand who your audience is and how they’re engaging with your brand on different social media channels through social media analytics. 

One of the best ways to use social media analytics is by using web tracking tools like Weave, which offers plenty of tools you might need to make every interaction count. In addition, you can also use social media analytics for measuring sentiments towards your brand or products and services. There are a few social media analytics tools that can help you evaluate posts in real-time based on the emotions behind them.

Get Ideas from Your Customers

Another way you can also begin creating your customer journey map is by interviewing customers. You can start by asking them what products or services they use when they consider buying something and find out where they get information about the products or services that they buy. Then, ask them who else provides them with information or recommendations about what to buy. Keep getting ideas from your customers until you have enough information to make meaningful insights about the customer journey. 

You can also take advantage of the data that you already have. When it comes to creating impactful customer journey maps, understanding your existing data is just as important as getting new data from interviews. By taking advantage of this data, you’ll be able to quickly identify patterns and trends regarding how your customers interact with your company and its products and services. 

Visualizing Your Customer Journey 

Now that you’ve gathered information from your customers and existing data, it’s time to put it all together into a visual representation of the customer journey. There are a few ways that you can create a visual representation of the customer journey. The first way is by using online tools that allow you to build and cooperate on charts and diagrams.

Another way that you can create visuals for your customer journey is by using existing templates. For example, there are templates for websites, apps, hotels, airlines, restaurants, travel agencies, etc. The templates are often created using Microsoft PowerPoint so that they’re easily editable, and you can customize them based on your needs. 

Once you have the visuals created for your customer journey map completed, it’s time to decide where you want to display them. You can choose any platform that helps you tell your story effectively based on where you want your audience to interact with it. For example, if you’re creating visuals for Facebook, it would be best to create one image per page, but when it comes to Instagram, you can feel free to create a collection of cohesive images that the user will slide through.


Mapping your customer journey is an excellent way for you to get even more insight into the experience that your customers have with your brand. This information will help you better understand what motivates them, how they interact with your company, and how they feel about your products and services. From there, you can take action by personalizing your marketing messages, designing products that better fit their needs, and making sure that they have a positive experience with your brand.