Customer Journey Mapping
Customer Journey Mapping visualises the complete experience a customer has with your brand, from first awareness through purchase and beyond. It maps what the customer does, thinks, and feels at each stage, identifies pain points and moments of delight, and reveals gaps between the experience you intend and the one customers actually have. It's essential for aligning marketing, product, sales, and support around the customer's perspective.
When to use this framework
- →Customers drop off at specific stages and you don't know why
- →Marketing, sales, and support teams are siloed and don't share a view of the customer
- →You're redesigning the customer experience or onboarding flow
- →You want to identify the highest-impact touchpoints for investment
- →You need to present the customer perspective to leadership or stakeholders
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Spotify (consumer music streaming)
1. Awareness Stage
How do customers first learn about you? List all channels and entry points.
What does the customer do at this stage?
What is the customer thinking and feeling? What questions do they have?
What's frustrating or broken at this stage?
How good is the customer experience at this stage?
2. Consideration Stage
Where do customers evaluate you? Website, reviews, demos, comparison sites, sales calls.
What does the customer do?
What are they thinking?
What's frustrating?
How good is the experience?
3. Purchase Stage
Where does the transaction happen?
What does the customer do?
What causes friction?
How smooth is the purchase experience?
4. Retention / Usage Stage
Where do customers interact with you after purchase?
What does the customer do during ongoing usage?
What causes churn or dissatisfaction?
How good is the ongoing experience?
5. Advocacy Stage
Where do customers advocate for you?
What makes customers recommend you? What moments create advocates?
How likely are customers to recommend you?
6. Journey Summary
Average across all stages.
Which stage has the worst experience score? That's your biggest opportunity for improvement.
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