Customer Journey Mapping visually shows how a customer interacts with your business or product in order to diagnose how to select the best marketing channels and opportunities. For example, if you’re selling a car and you know that your users feel overwhelmed comparing vehicles, you could create an article or special comparison feature on your website or use comparison messaging in your ads for those users. Customer Journey Mapping is a crucial way to build a complete marketing plan to target specific customers.

When Should you use a Customer Journey Map?

Typically, you’d build a customer journey map when you have multiple touchpoints across different business units or departments or channels. When the problem is unclear and you’re not sure what marketing is best, journey mapping helps add clarity and diagnoses where the problem is. Journey mapping is your first step to understanding how to get users to convert and move down the funnel.

What can I use Journey Maps For?

Journey maps are customized to the touchpoints that you’re trying to add light to and the behavior you’re trying to encourage. Journey maps can be created for campaigns, websites, functions or features within websites, entire customer lifecycles, product/sales lifecycles, or event lifecycles. So they’re pretty flexible and useful for really understanding the correct work to perform.

Journey Maps help you understand customers’ overarching attitudes towards your company, where their pain points are, and what they do as they interact with you.