The Power of Moments: How to Create a Customer Journey Map

Companies typically look to their products and services to stand out from competitors. However, today’s expectations tell a different story, with 80% of customers saying that their experience with a brand is as important as its products. For instance, the modern shopper typically researches the product online before making a decision. They may also want some form of customer support in case they need to troubleshoot what they just bought.

Those aspiring to succeed should recognize that they’re not only in the business of delivering products but also customer experiences that meet (and surpass) expectations. To do this, companies must first analyze the customer journey, which entails examining how customers encounter and perceive everything they offer, not just the products they sell. Businesses can do this through a process known as customer journey mapping.

What is a customer journey map?

A customer journey map is a visual representation of a customer’s experience with a product or company, and it’s intended to articulate or surface how they move through stages of the customer journey. The insights gained from this exercise are then used to optimize or enhance customer experience with the aim of increasing conversion and meeting objectives that matter to the business.

Customer journey maps lay out all the touchpoints between the customer and the company based on a typical timeline or progression of events. This usually starts with how they first became aware of your brand, to how they reached out to explore your product and all succeeding actions the customer takes, whether they make the purchase or not. “Cradle-to-grave” journey maps could extend to after-sales support or even the termination of a service. Some journey mapping exercises only focus on specific interactions, such as a website visit or an in-store experience.

While in-depth customer journey maps could detail each and every touchpoint between the customer and the brand, businesses must focus on consequential moments when the interaction draws a reaction from the customer such as frustration, confusion, curiosity or delight. These are powerful moments in the journey — moments you could direct or “hack” to generate a desired action (e.g. scan the QR code or make the purchase) or deter an undesirable one (e.g. skip the ad or postpone the store visit).