Customer Journey Map

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Customer journey map

What you need to do:

• ‘Walk through’ the end-to-end experience from the customer’s perspective.
• Repeat this process for both the actual and ideal journey and identify major gaps.

Remember to:

• talk to your customers
• consider the different target personas.

Actual/ideal journey: \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

Stages Example stages are provided. Customise for your business | Awareness | Research | Purchase | Usage | Loyalty :---- | :---- | :---- | :---- | :---- | :---- Actions What is the customer doing? Feelings What is the customer’s emotional reaction? Opportunities What works well? What can improve?

Your next step: Document your findings and recommendations in the marketing section of your business plan.

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