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A customer journey map is essential for every company that wants to better understand its consumers and provide more useful experiences. This blog post will explain about customer journey mapping & its importance along with how to create a customer journey map. 

Customer journey mapping & its importance:

The purpose of this blog post is to explain customer journey mapping & its importance.


What is customer journey mapping?

A customer journey map is a visual representation that shows how a customer interacts with your business. These illustrations depict how a client progresses (user experience) through and experiences each phase. 

The process of generating customer journey maps is called customer journey mapping. It  is also known as user journey mapping. 

This exercise allows firms to put themselves in their customers’ shoes and see the business from a customer point of view. It allows you to learn about common client complaints and how to address them.

In a user journey map, you can see customer emotions & feelings, touchpoints, issues & actions of your customers. 

Your goal of creating a map is to help understand how customers’ needs and feelings change throughout their journey.

You can better identify possibilities for change and creativity with this shared understanding.

Customer journey mapping is a powerful tool that can help businesses to understand the customer experience and identify areas where improvements can be made.

It can also help in the detection of potential areas of uncertainty that cause customers to give up their purchase or leave completely.

A customer journey mapping system outlines the various stages a customer goes through when purchasing a product or service.

Mainly there are five stages that customers go through in their journey.

Customer journey mapping & its importance


In the awareness stage, potential customers become aware of your brand for the first time in their lives. This awareness can be through an ad or references (word-of-mouth). 


When a customer notices your product, he will search for more information about your brand. He will conduct his research through social media, company websites or references. 


When a customer searches about a brand, he will see customer reviews, blog posts & social media profiles related to your brand. In this stage, customers will compare your products with your competitors. This is the stage companies should highlight their point of differentiation.


After the customer did his research he will decide whether he will purchase or not. 

If the customer is ok with your brand, he will purchase at this stage. If not, the customer will buy from your competitor brands.


The experience stage is the post purchasing stage. If customers are satisfied with your product, they will post positive reviews about your brand.

Elements of a Customer Journey map:

  1. Buying Process- A customer journey map shows major milestones of a customer journey. Start by visualizing the customer journey towards achieving a goal. 

  1. User actions – This part of the customer journey map describes what a customer does at each step of the purchasing process. 
  1. Emotions – Remember that your customers are trying to solve a problem, no matter how big or small the goal is. That they’re probably feeling things, whether it’s comfort, joy, excitement, or fear. If your process is lengthy or complex, they may feel a range of emotions at different stages.

  1. Pain Points- Including pain points in your customer journey map can help you determine which phase your customer is undergoing negative emotions and why.

  1. Solutions- As the final component of your customer journey map, solutions are where you and your team will think up prospective ways to enhance your purchasing process. so that customers experience fewer pain points and have a positive mood while patronizing your business.

Importance of Customer Journey Mapping:

To get an idea of how important customer journey mapping is, read the following benefits.

  1. Provide a uniform view of the customer journey.

A company has different departments like marketing, HR, finance, IT & more. These departments have different information about customers’ interaction with your brand.

Mapping out the customer will eliminate this issue. It will provide a uniform picture of a consumer’s journey with a brand.

It gives sales, marketing, and all other teams involved in the sales process a clear picture of a buyer’s interactions with your company.  It provides them with the same information, allowing them to work together toward the common goal. 

  1. Empathize your customers. 

Using a customer journey map allows you to switch perspectives and see the sales experience through the eyes of the customer. You’ll better understand their perspective and why they chose your product over another.

Consider how you can use this information in the future to improve the customer experience and adjust your sales and marketing strategies as necessary.

  1. Understand consumer behavior.

You can use journey maps to predict consumer behavior throughout the sales funnel. If you know your target audience well, you figure out what you can do to help them.

Use these maps to predict what your customers will need at each stage of the process and then work to provide those solutions.

  1. Enhance Consumer experience.

You can use the map to identify whether customers have a good time interacting with your company. You can see which customer touchpoints seem to enjoy and which you can improve to make their experience better.

These insights can help you improve their journey and make it much easier for them to engage with your brand.

  1. Easy to convey information.

You can use customer journey maps to communicate your current sales processes to stakeholders. Presentations and journey mapping software are easy to use to simplify complex information.

Concepts like the customer’s journey can be much easier to understand when presented on maps. 

  1. Eliminate silos from your company.

Different departments within a company that act independently and don’t share information are organizational silos. 

It prevents departments from having all the information they need to improve customer service. 

You can see how departments work together by creating customer journey maps. Customer journey mapping increases the cross functional effectiveness. 

You can use journey mapping data to collaborate between teams and respond to customer needs with combined knowledge and skills of various departments.

  1. Increase customer engagement. 

A journey map helps you understand the different scenarios customers have faced while dealing with your brand. 

With this knowledge, you can improve the customer experience by providing better customer service. 

It will lead to increased positive customer engagement in the future. Consider using the customer journey map to discover new ways to engage your customers more effectively.

Types of customer journey maps:

There are four types of customer journey maps, each with its own set of advantages. You can select the appropriate map based on the specific purpose you have for it.

Current State- This is the most common type of customer journey map. They represent the current behavior, feelings, and emotions that your customers are experiencing while interacting with your company. They are most effective in continuously improving the customer journey.

Day in the life- These customer journey maps represent customers’ current behavior, feelings, and emotions in all of the activities they engage in on a daily basis, whether or not they include your business. When researching new market development strategies, your company could use this type of customer journey map.

Future Stat- These customer journey maps depict the behavior, feelings, and emotions that your customers will have during future interactions with your business.

You’ll have a clear picture of where your company fits in based on their current experience. They’re best for demonstrating your vision and establishing clear, strategic objectives.

Service Blueprint – A simplified version of one of the above map styles is used to start these customer journey maps. The factors responsible for delivering that experience, such as people, policies, technologies, and processes, are then layered on top.

They’re best for figuring out what’s causing current customer journeys and what steps need to be taken to get to the desired future customer journeys.

How to create a customer journey map:

Following are the steps to create a customer journey map.

  1. Set clear objectives & create buyer personas for your mapping.

It will be difficult to tell whether your customer journey map will impact your customers and your business if you don’t have a goal in mind. 

You’ll almost certainly need to identify current & potential buyers so that you can set goals for each stage of their journey.

You could make a buyer persona based on this. A buyer persona is an imagined customer who represents your average customer.   Well-defined customer personas can help you remember to focus every aspect of your customer journey map on them.

  1. Doing buyer personas research.

The second step is to do some buyer persona research. 

Depending on the maturity of your business, you may only have a few records and reports about the target persona. 

Compile your preliminary findings into a rough draft of the customer journey.

However, you can get the most insightful data from your existing & prospective customers.

  • Gather valuable customer information in one of the following methods:
  • Focus group interviews.
  • Discuss with front-line employees.
  • Send emails to existing customers. 
  • Check the online reviews.

Collecting qualitative and quantitative data throughout your research ensures that your company makes data-driven decisions based on real customer feedback.

  1. Highlight customer touchpoints.

The majority of your customer journey map includes customer touchpoints. Touchpoints are any areas where customers can interact with you.

Based on your research, make a list of all the touchpoints your customers and potential customers are currently using.

It is essential in developing a customer journey map because it allows you to see what actions your customers are taking.

After you’ve identified your touchpoints, you can begin organizing them on your customer journey map.

  1. Identify the resources you have & will need.

Your customer journey map will cover nearly every aspect of your business. It will draw attention to all of the resources that are needed to create the customer experience.

As a result, it’s critical to assess existing resources and those you’ll need to improve the customer journey.

  1. Make essential changes. 

Your map will most likely show gaps in your customer experience and pain points or barriers when you’ve visualized the present state of the customer journey. Then you can make the necessary adjustments.


The purpose of this blog was to explain customer journey mapping & its importance.

Identifying the customer journey phase by phase, setting objectives for each phase & changing the customer touchpoints accordingly is essential if you want to enhance customer experience. 

As a business, you should have a clear idea on customer journey mapping & its importance.

After all, everything you do should be aimed toward helping customers solve problems and achieve long-term accomplishments with your product or service.

So, customer journey mapping is a great practice you should follow regularly. I hope this blog post has provided you with sound knowledge on customer journey mapping & its importance & how to create a customer journey map. 

Visit this link to get amazing customer journey map templates for your business. 

If you need any digital marketing related service our team at DigiFix is more than happy to help you. Contact us by visiting our website.

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    Hi, we are an Australian digital agency doing groundbreaking work to help a business like yours reach its full potential.  My only question is will you qualify for our services?