Definition, mapping, examples and template
The customer journey, also called the shopper journey, is the series of steps a customer takes when interacting with a brand, product or business. It starts with the realization of a pain point and ends with a purchase decision. The customer journey refers to the entire experience a customer has from discovery to purchase.
There are a variety of customer journey maps available to peruse online, and many marketing companies offer customer journey mapping workshops. You can also find a sample of a free customer journey map template below, and you can edit the customer journey map as necessary to match your brand’s audience and customer needs.
For example, the journey map can be organised with the five “A’s” at the top, with boxes below for each touchpoint. Different customer personas can be called out in circles and defined at the top, as well. Touchpoints can fall into categories of positive, negative or neutral on the journey map. Feel free to customise your customer journey map to best suit your brand.