Chapter 4: Mapping the path: What is the journey of your customers?

A simple journey map will help you understand and visualize your customers’ emotional landscape through storytelling. All your “what if” questions will get answered and your customers will always be your number one priority.

Proceed as mentioned below:

  • Break down the journey of each customer into different stages.
  • Identify the touchpoints where the customers would interact with your product.
  • Draw chart labels of each activity of your customers’ experiences.
  • Draw a chronological chart label representing her/his:
    • Attitude
    • Behavior
    • On-stage Experience
    • Back-stage support
  • Map it using shapes, arrows, colors, and labels to show directions, paths, and alternatives.
  • Point out any issues and note where you might need more resources or creative meetings.
  • For better understanding, you can also include supporting characters, such as friends, co-workers, investors, etc.

A case example of customer journey mapping of a movie watcher is shared below:

Additional Tips:

No set forms are needed. Use whatever you think most clearly communicates the story.

Everything about the success of a business is about winning over its customers. The customer is king, and the king is always right. Therefore it is imperative that you map your customer journey in a well-studied manner.

Now that you’ve mapped your customers’ journey, it’s time to do a competitive analysis.

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