Understanding the Customer Journey: Mapping Touchpoints to Conversion

understanding the customer journey

The customer journey maps out the series of interactions a person has with your brand. From the moment they first notice you to the point they make a purchase, and even after that. 

For marketers, every step of this journey can help shape your services to meet different customer needs. And it’s important, because 73% of customers believe that companies should recognize and cater to their individual needs and expectations. 

Today, counting clicks isn’t enough; you need to understand the people you’re reaching out to, along with their feelings and experiences. That’s why we’ll dive into understanding the customer journey, it’s stages, elements, mapping, and all.

What is a Customer Journey?

A customer journey is essentially the complete path a customer takes when interacting with a brand, from first discovering it to making a purchase. 

It’s not just about the sale; it’s about the entire experience, including how customers feel after each interaction with the brand. 

Here’s what a customer journey aims to do:

  • Assess how well a brand is looking after its customers.
  • Identify opportunities to improve and make the customer’s experience even more enjoyable.

It’s important to have great products, an impressive website, and responsive customer service, but they are not enough without the right communication. If customers sense something is lacking, they may turn to a competitor.

Here’s a chart showing higher ROI, shorter sales cycle, and improved customer experience.

Customer Journey

Improving the customer experience at every point of contact is crucial. It means making the customer the main focus of your business. This approach not only builds a loyal customer base but also encourages repeat business. 

Ultimately, what is the customer journey in marketing? it fosters brand loyalty, which means customers prefer your brand over others because of the positive impact it has on their lives.

What are the Steps in Customer Journey? 

The customer journey includes 5 key stages:

Steps in Customer Journey

1. Awareness Stage

The journey begins with the awareness stage, where you introduce your product or service to consumers. It’s all about getting their attention and making sure they know your product or service exists. This stage is the foundation for attracting potential customers. 

You can raise awareness through different methods like online ads, interactive content, sponsored posts, or even through people spreading the word. Without this initial awareness, there would be no leads to nurture through the remaining stages.

2. Interest Stage

Next, as potential customers become aware of your brand, they enter the interest stage, where they start to engage with what you’re offering. Here, it’s your job to provide valuable information and start building a relationship. 

You want to show how your product or service can be beneficial to them, sparking their curiosity and interest. This stage is crucial for establishing a connection with potential customers. 

Without forming a strong bond here, it’s challenging to guide them further along the steps in the customer journey.

3. Evaluation Stage

During the evaluation stage, customers look at what’s available to decide if a product or service is worth their money. Your role as a business owner is to provide the information and support they need to help them make this decision. 

This pivotal point in the customer journey is your opportunity to address any doubts and showcase the value of what you’re offering. If customers don’t get the information they need at this stage, they might decide not to buy. 

It’s crucial to put effort into this stage, using tools like product demonstrations, comparison charts, and customer reviews to guide them through their evaluation.

4. Purchase Stage

When customers decide to buy, they reach the purchase stage. Here, it’s vital to make buying as simple and smooth as possible. This stage is key because it’s the final step before someone becomes a customer. 

By offering a variety of payment methods, providing customer support, and simplifying the checkout process, you can enhance their buying experience. Small improvements here can significantly impact creating a hassle-free and pleasant buying experience.

5. Post-Purchase Stage

The journey doesn’t end after the sale. The post-purchase stage is where customers receive their product or service and share their feedback. To encourage loyalty and repeat business, it’s important to ensure customers are happy even after they’ve made a purchase. 

Excellent service at this stage can help you build lasting relationships, leading to more sales in the future and sparking positive word-of-mouth. Plus, this stage gives you the chance to collect feedback, which can be invaluable in enhancing your offerings. 

Why are the Customer Journey Stages Important?

The customer journey is crucial because it forms the backbone of your business. In it, you are concerned with attracting potential customers, educating them about your products, and persuading them to buy from you. 

Here’s why these stages matter —

  • A smooth customer journey encourages customers to stick with your brand, which can greatly influence your business success.
  • It costs up to five times more to attract a new customer than to keep an existing one.
  • Happy customers often become repeat customers, which means they keep coming back and don’t switch to competitors, boosting your profits.

Businesses aiming to stand out in the market should focus on the entire customer journey, not just the initial attraction phase. Retention and customer advocacy are just as critical. 

Consider these points —

Customer Journey Stages Important

To truly grasp the customer journey, you need to —

  • Understand each stage of the journey.
  • Identify what’s already working well.
  • Find areas for improvement to enhance the overall experience.

By doing this, you’re not just tweaking minor details; you’re upgrading every aspect of your business that counts.

What’s Included in a Customer Journey Map? 

A customer journey map is comprised of the following components —

1. The Purchase Path

To understand how your customers make purchases, gather data from various sources like sales tools, your content management system, and user behavior tracking. Then, outline the customer’s journey from their first interaction to the last.

Keep it straightforward by categorizing the stages of a typical purchase journey — awareness, consideration, and decision — and lay them out in order.

2. Feelings

Remember, your customers are trying to solve a problem, which often involves emotions like relief or anxiety.

By noting these feelings on your journey map, you can pinpoint and alleviate any negative emotions and the issues that cause them.

3. Customer Actions

Here, you’ll note down what the customer does at each step of the purchase path. For instance, in the awareness stage, they might download guides or attend informative webinars.

You’re essentially tracking the customer’s behavior and interactions throughout their journey.

4. Customer Research

This part is about understanding what information the customer looks for and where they look for it as they take action.

Customers often use search engines to find solutions in the awareness stage. It’s crucial to know what they’re searching for so you can address their concerns effectively.

5. Improvement Ideas

In this final section, you and your team will come up with ideas to enhance the buying process, aiming to reduce customer difficulties throughout their journey.

Why is It Important to Understand the Customer Journey?

The benefits of understanding the customer journey goes beyond just looking at what happens. It’s about pinpointing the steps that lead to someone making a purchase and understanding their emotions and motivations along the way.

Understand the Customer Journey

Here’s why recognizing the customer journey is so essential:

1. It Deepens Your Insight into the Customer

In the initial phases of the customer journey, companies can gain a valuable understanding of what their potential customers are thinking. This insight is not just about getting to know your customers better but also about answering key questions such as:

  • What are their objectives?
  • What do they value most about your brand?
  • How do they feel when they interact with different parts of your marketing campaign?
  • What are their main concerns?

By keeping these questions in mind and adjusting your marketing approach, you can create a positive experience for your customers, which in turn, is advantageous for your brand.

2. It Leads to an Improved Customer Experience

Documenting customer experiences offers a chance to identify and act on areas needing improvement, leading to an enhanced customer experience. 

When you truly understand your customers, your brand can communicate with them more effectively and compassionately, which helps build their trust in your brand.

3. Spot New Opportunities

By involving your customers in their journey, you’re naturally filling in the gaps that competitors may have overlooked. This approach allows you to uncover new possibilities and add distinctive touches to the customer experience that make your brand stand out.

4. Quickly Address Weaknesses

Every aspect of a business, including its products, can have flaws. However, these weaknesses can become opportunities for growth with the right strategies for improvement. 

Engaging with customers helps you see things from their perspective and promptly tackle areas that need enhancement. This step is often seen as a critical part of analyzing the steps in the customer journey.

5. Cut Down on Unnecessary Spending

Crafting your marketing efforts around the customer journey can lead to more effective campaigns and the creation of meaningful brand experiences. It’s a smart way to save money, allowing you to use your budget more efficiently and reach a broader audience worldwide without overspending.

What are the Four Elements of the Customer Journey?

Understanding the customer journey involves recognizing how customers interact with your brand from start to finish. 

Here are the four key elements that are essential to this process —

Four Elements of the Customer Journey

1. Audience Engagement

Get to know your audience by looking at their age, birthday, gender, location, and how they browse. Use this information to create a personalized experience for them. 

Regularly update your approach to personalization by reflecting on the customer data you collect. This makes the experience seamless and on the customer’s own terms.

2. Converting Leads into Customers

Make it easy for your customers to get in touch and improve their experience across different channels. Utilize tools like chatbots to guide customers toward making a purchase in a way that feels natural to them.

3. Nurturing Customers

Your customers are crucial to your business, so keep both new and existing ones engaged. Connect with them using social media, targeted emails, videos, and personalized promotions like gifts or vouchers related to past purchases. 

This not only improves their experience but also boosts your brand interaction.

4. Meeting Customer Expectations

Customers are looking for something unique and reliable from your brand. Meeting these expectations is critical to encourage them to support and promote your brand to others. 

Satisfied customers often advocate for your brand, so prioritizing their expectations is essential.

What is a Customer Journey Map?

A customer journey map shows how customers interact with your company, through various channels like email, social media, or live chat. 

It’s designed to help you see the entire process from the customer’s viewpoint, ensuring no one is forgotten. This map is particularly valuable for B2B companies to pinpoint where customers might encounter obstacles or become frustrated. 

Recognizing these issues allows a business to enhance and customize the customer experience more effectively.

Why is Customer Journey Mapping Important?

Customer journey mapping helps businesses understand their customers’ expectations and guides improvements to make their experience better. This approach is vital for businesses of all sizes. From customer service to marketing to sales, customers expect a smooth and consistent experience.

The importance of personalization can’t be overstated. Most customers, about 84%, say they want to be seen as individuals with unique preferences and needs, not just as a transaction. 

Why is Customer Journey Mapping Important?

Here are some specific benefits of customer journey mapping —

  • It helps refine the process of introducing new customers to your business.
  • You can compare the experience you want to give customers with what they actually encounter.
  • It provides insights into how different types of customers make purchases and move through the sales funnel.
  • It helps organize the steps your customers take in a logical sequence.

The greatest advantage, however, is gaining a deeper understanding of your customers. It’s easier to customize their experiences if you know what they expect.

Types of Customer Journey Maps and Examples 

There are four main types of customer journey maps, each serving a distinct purpose. Choose the one that aligns with your goals.

Current State Maps

These are the most common maps, showing what your customers think, feel, and do when they engage with your business now. Use them to keep making the customer experience better.

Day in the Life Maps

These maps go beyond business interactions, illustrating your customers’ daily lives, including their challenges. They’re great for spotting opportunities to meet needs your customers might not even be aware of yet, especially when considering new markets.

Future State Maps

Imagine how your customers will interact with your business in the future. These maps help you see where your business could be and guide you in setting goals to get there.

Service Blueprints

These blueprints start with a simple customer journey map, then show staff actions, company policies, and technology that create the experience. They’re useful for digging into why things are the way they are or planning how to reach an ideal future state.

How to Create a Customer Journey Map Step-by-Step

Understanding the concept and significance of a customer journey map is one thing, but how do you actually create one? Let’s walk through the developing process of fundamental customer journey map stages.  

1. Define Your Goals

Begin by clarifying what you aim to achieve with your customer journey map. Who is it for, and what’s the purpose?

After setting your goals, decide on the key performance indicators (KPIs) that will allow you to track your success. If your focus is on strengthening customer bonds, you might monitor your customer retention rates and the number of referrals each customer makes.

2. Gather Data and Create Buyer Personas

Buyer personas are detailed representations of your typical customers, based on data and research. They help you understand who you’re designing the journey for.

A buyer persona usually includes details like —

  • Age
  • Gender
  • Education
  • Location
  • Income
  • Job role
  • Challenges they face

With a detailed buyer persona, you can tailor your customer journey map to address the specific desires and requirements of your audience.

3. Map Out Customer Interactions

Touchpoints are the various stages where customers come into contact with your brand. Identifying these is crucial for spotting chances to engage customers and leave a positive impact.

Examples of customer touchpoints are —

  • Online advertisements
  • Social media platforms
  • Face-to-face discussions
  • Company-hosted events
  • Feedback and reviews
  • Purchase points
  • Follow-up communication
  • Customer support interactions
  • Billing and receipts

By recognizing these touchpoints, you can find strategic moments to enhance customer interaction and satisfaction.

4. Drafting the Customer Journey Map

With your objectives, customer profiles, and touchpoints in hand, it’s time to sketch the customer journey. Start with a simple hand-drawn outline or use digital tools to create a detailed diagram.

Imagine the journey from the customer’s viewpoint, beginning to end. Incorporate the key touchpoints you’ve pinpointed. At each stage, jot down important information or insights that could influence the customer’s experience.

5. Evaluating and Refining the Journey

After drafting the journey, walk through it as if you were the customer. This firsthand perspective can reveal what’s working and what’s not.

Look for any shortcomings or areas for enhancement. Be ready to adjust the journey continuously and improve the customer experience to increase conversions.

Customer Journey Mapping Examples 

The aim of any business is to guide customers from their initial interest to the final purchase. It’s the business’s role to define the end goal, usually involving a sale. Customers need clear navigation through this process.

To steer your business correctly, consider these real-world examples for your customer journey map.

1. Ecommerce Day-in-the-Life Journey Map

This example map takes a broader view, showing a customer’s daily experiences, not just when they’re buying something.

This tool helps companies identify areas where they can offer solutions, through analyzing how different experiences affect mood.

2. HubSpot’s Templates

HubSpot offers a variety of free templates to help you understand your customer’s experience.

These resources include:

  • A Buyer’s Journey Template to track a customer’s path to purchase.
  • A Current State Template to assess how customers interact with you now.
  • A Lead Nurturing Mapping Template to improve follow-ups.
  • A Future State Template to plan for upcoming customer interactions.
  • A Day in the Customer’s Life Template to see your customer’s daily challenges.
  • A Customer Churn Mapping Template to understand why customers leave.
  • A Customer Support Blueprint Template to enhance service interactions.

Each template is designed to offer insights into customer behavior, aiming to refine your product, marketing, and customer service strategies.

3. B2B Customer Journey Map for Dapper Apps

Dapper Apps has a customer journey map that details five key stages a customer goes through with them, from initial research to after-sales support.

This map is practical as it allows staff to see the customer’s perspective, including their common questions and emotions. Dapper Apps uses this insight to address customer issues effectively with targeted actions at each stage.

4. Restaurant Retail Journey Map

This comprehensive map of a fictional restaurant customer’s experience covers all touchpoints, from ordering to kitchen prep to invisible interactions. It details every step of the service process, from the customer’s actions to the roles of staff, both customer-facing and behind the scenes.

5. Carnegie Mellon University’s Future B2C Map

Carnegie Mellon’s map is a forward-looking tool that predicts the desired experiences of students, including their thoughts, emotions, and actions.

How to Improve a Customer Journey

Here are some ways to improve your customer experience —

Assess and Act

To upgrade the customer journey, start with a solid plan of what you aim to accomplish and recognize the differences between current experiences and future goals.

Ask yourself —

  • What does the customer journey look like today?
  • What should the customer journey look like tomorrow?

Mapping out the customer journey allows you to identify successful strategies and areas needing improvement. When you understand customer feelings and needs, you can adjust your approach to serve them better and prepare for unexpected challenges, like a sudden demand spike.

Guide the Customer Experience

Creating a customer journey map is just the beginning. You also need to guide the journey, responding in real time to customer actions. This means actively shaping the customer experience, informed by up-to-the-minute customer data.

Improve the Workplace for Employees

Involve your team from across the company to brainstorm ways to refine the customer journey. Improving the work environment for your staff can also enhance the customer’s experience. 

When employees are empowered with the right tools and feel motivated, they’re better equipped to support customers effectively, benefiting everyone involved.

Can Marketing Automation Benefit the Customer Journey?

Automation can play a key role in nurturing customer relationships at every stage of their interaction with your business.

Automation Benefit the Customer Journey

Welcoming New Interests

When a visitor shows interest in your offerings and signs up through a pop-up form, send them a warm welcome email. This is your chance to introduce your brand and set expectations about communication frequency.

Encouraging Purchases

If a potential buyer adds items to their cart but doesn’t complete the purchase, trigger an email to remind them of their unfinished checkout.

Re-engaging Past Visitors

For those who haven’t engaged with your site recently, use retargeting ads and emails to jog their memory about what they liked on your site. A gentle nudge can often reignite their interest and prompt them to take action.

Building Trust Through Personalization

Sending tailored content helps customers feel valued and understood. The more you personalize your messages, the more customers will trust your commitment to quality. 

Use automation to reward loyal customers or big spenders with special offers or discounts, reinforcing a mutually beneficial relationship.

Swordfish AI: Get the Accurate B2B Leads

Before starting a customer journey campaign, you must have the right tools for B2B lead generation and sales prospecting. You can use these tools to find email addresses and phone numbers, including mobile, for key decision-makers.

Swordfish AI is unique in the field of contact information retrieval, offering a unique cell phone number and a proprietary cell phone verification system. This combination makes it an excellent tool for cold calling strategies. With access to over 3.5 billion data profiles, Swordfish AI helps organizations reach their target audiences.

Swordfish AI

Features of Swordfish AI

Swordfish AI offers a suite of features designed to streamline the process of finding and verifying contact information:

Real-Time Email and Phone Validation

Swordfish AI ensures the accuracy of contact data with real-time validation, giving you confidence in the quality of information.

Reverse Search Feature

Reverse Search Feature

You can find detailed contact information starting from just a name or a company using reverse search, making the search process flexible and user-friendly.

Chrome Extension

Chrome Extension

The Swordfish AI Chrome extension allows you to extract contact information directly from web pages, including social media profiles.

Bulk Data Enrichment

The platform allows for the enrichment of bulk data, enabling you to update and expand your contact lists efficiently.

Bombora Intent Data

Bombora Intent Data

By integrating Bombora, Swordfish AI provides you with intent data that can help in identifying prospects who are actively seeking solutions.


Our exploration of understanding the customer journey has shown that it’s more than just making a sale; it’s about nurturing relationships. Every phase, from initial awareness through to after the purchase, is vital for ensuring customer satisfaction and fostering loyalty.

We can improve the overall customer experience by prioritizing customers, mapping interactions, and creating simple visual journey maps. Let your customer journey map lead you to opportunities and strengthen your customer relationships.

That being said, Swordfish AI simplifies engagement, conversion, nurturing, and customer expectations. Take action today and see the difference Swordfish AI can make in your business. 

Frequently Asked Questions

What is the most crucial part of the customer journey?

The most critical part of the customer journey is user onboarding. This early stage lays the groundwork for the customer’s entire experience with your brand.

How can you determine what stage of the customer journey someone is in?

To figure out where a customer is in their journey, you need a good understanding of who your customers are, what they’re looking for, and their behavior. You can learn about your customers through surveys, interviews, website analytics, social media interactions, and customer reviews.

What elements should be included in a customer journey map?

Your customer journey map should outline how customers interact with your brand (touchpoints) and moments of truth (moments of truth). It should also consider possible customer emotions, like frustration or confusion, and the desired actions you hope the customer will take.

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