Customer journey mapping is the process of visualizing every interaction a customer has with your brand—from first discovery to post-purchase experience. It helps you understand how people perceive and engage with your business, allowing you to identify friction points and opportunities for improvement.

To create an effective journey map, start by defining a specific persona—a semi-fictional customer type based on real data. Then outline the stages of their journey. Typical stages include:

1. Awareness – The customer becomes aware of a need and discovers your brand
2. Consideration – They compare you to competitors, read reviews, and explore options
3. Decision – They make a purchase or sign up
4. Retention – They use the product/service and consider repeat engagement
5. Advocacy – They recommend your brand to others

At each stage, identify:

• Touchpoints (ads, website, email, support)
• Customer emotions and motivations
• Pain points or drop-off risks
• Opportunities to delight or convert

Journey mapping helps align your marketing, sales, and customer service efforts. It encourages a customer-centric mindset, which is crucial for loyalty and growth.

By walking in your customer’s shoes, you gain valuable insight into how to improve experience, reduce churn, and increase satisfaction—turning one-time buyers into long-term fans.