6 Steps to Create a Customer Journey Map

customer journey

To ensure business success this is the question you should ask, “How can I help my customers achieve their goal with my website/business while still achieving mine?” There are 7 key questions you have to ask yourself. These questions can not only help you solve problems, but also help to streamline your customer’s buying process. What can help you keep your customer’s experience a pleasant one? A comprehensive and helpful customer journey map. If your customer’s experience is a good one they will be coming back for more. And in the long run, this ensures that your customers and you stay happy.

7 Key Questions for Problem Solving:

  1. Who
  2. What
  3. Why
  4. When
  5. Where
  6. How
  7. How Much

By continuously asking these questions while creating the journey map you can identify problem areas and accordingly find solutions. Therefore, creating a kick-ass diagram to help ensure your customer has the best time of their life when dealing with your business.

How to build a customer journey map in 5 steps

Step 1: Identify and list all customer touchpoints

Create a list of all the places your customers interact with your business. No journey map is the same, because no business model is the same. What your business has to offer customers and how they get there determines how they interact with your business. Do you have an online shop? Do you have a physical storefront?

Here is an example of the type of list you can make:


  • Website
  • Social Media


  • Print, flyers
  • Digital


  • Sales
  • Customer Service

Step 2: Choose your Customer Persona

Knowing who your customers are, where they come from, age, gender, etc, can simplify this process a lot. If you don’t have demographic information you can create a persona based on their purchase behavior. If you have a digital business Google Analytics is a great tool for this step, and the next one. Google Analytics gives you detailed information about who your customers are and how they interact on your website.

By having a customer persona you can step into your customer’s shoes. This is important when identifying problems and creating solutions.

Step 3: Map out the customer’s flow of interactions

As mentioned in the previous step, Google Analytics not only can you give you detailed demographics. It can show you a flow of how your customers interact on your website and how they landed on your website and more. The two reports you should be looking at is the:

  1. Behaviour Flow Report
  2. Goal Flow Report

See below an example of each one:

customer journey

Behaviour Flow Chart


customer journey

Goal Flow Chart

With this tool, you are already one step ahead by having information that you don’t have to thumb suck. If your business is not on the digital side you can still do this with a flow diagram with how they interact with your business. Have a look at this simple diagram by Vengage:

customer journey

Step 4: Determine if your customers achieve their goals

Now you can take the data you’ve collected and measure it against how easily your customer is achieving their goal. With this step and the data you have, you can easily identify possible problem areas and places where customers are not following through to achieve their goals.

Step 5: Recommend Changes

Prioritize which areas and touchpoints need to be addressed first. Take each specific problem area or touchpoint and recommend solutions to make the process more streamlined for your customers.

Step 6: Revisit, re-evaluate and update your customer journey map when needed

As you streamline your customer journey by implementing improvements you might see changes in your customer’s interactions. People change as well as their purchase behavior. Therefore, it is important to revisit and re-evaluate your customer’s journey as often as needed depending on your business success and customer service.

If you need any assistance contact us and we would gladly help you.