But why does it happen? The answer lies in understanding customer behavior. That\u2019s where customer journey mapping comes in.<\/strong><\/p>\n Download Now<\/a><\/p>\n While I can\u2019t promise you\u2019ll predict every step perfectly, customer journey mapping is a great way to track the critical milestones every customer reaches. In this post, I\u2019ll walk you through everything you need to know about customer journey mapping \u2014 what it is, how to create one, and best practices to help you get it right.<\/p>\n What You\u2019ll Learn in this Post<\/strong><\/p>\n <\/a> <\/p>\n I’ve noticed a lot of businesses get confused when it comes to understanding the difference between the customer journey and the buyer journey.<\/p>\n Here\u2019s the deal:<\/p>\n At HubSpot, for example, we break our customer journey into three main stages: pre-purchase, onboarding, and ongoing use\/renewal.<\/p>\n At each stage, we have key touchpoints \u2014 like educational blog posts or onboarding tools \u2014 that guide our customers along the way.<\/p>\n Your brand\u2019s customer journey stages might look different, and that\u2019s okay. What matters is starting with a clear plan. Let\u2019s discuss how you can create a customer journey map.<\/p>\n <\/a> <\/p>\n <\/a> <\/p>\n By mapping your customer journey, you can use the information to improve the customer experience, increase conversions, and boost customer retention.<\/p>\n Keep in mind: The customer journey map is not to be confused with a UX journey map \u2014 here\u2019s the difference:<\/p>\n A UX journey map represents how a customer experiences<\/a> their journey toward a specific goal or completing a particular action.<\/p>\n For example, I can use the term \u201cUX journey mapping\u201d interchangeably with the term \u201ccustomer journey mapping\u201d if the goal being tracked is the user\u2019s journey toward purchasing a product or service.<\/p>\n However, UX journey mapping<\/a> can also be used to map the journey (i.e., actions taken) towards other goals, such as using a specific product feature.<\/p>\n I\u2019ve learned that the customer journey isn\u2019t as simple as it looks. It\u2019s easy to think: offer a product \u2192 customer buys. But honestly, it\u2019s way more intricate.<\/p>\n Before a customer even knows about your product, they need to know they have a problem and know that it needs solving. Sometimes you need additional education to get them to that point.<\/p>\n Throughout their journey, they\u2019ll hit different touchpoints. Maybe they\u2019ll see a competitor\u2019s ad, read a review, hop on a sales call, or try out a demo. Each of those interactions shapes how they feel about your brand.<\/p>\n Here\u2019s something I find interesting: 80% of customers<\/a> value their experience with a company just as much as the product itself.<\/p>\n By mapping out the customer journey, I\u2019ve seen how it gives marketing, sales<\/a>, and service teams a clear understanding of each stage. It reduces friction and leads to happier customers. And when we meet customer needs quickly? We see higher brand loyalty.<\/p>\n That\u2019s huge \u2014 so don\u2019t miss out on the power of customers.<\/p>\n <\/a> <\/p>\n When I\u2019m mapping the customer journey, I focus on real data, not assumptions. It takes the form of both solicited data \u2014 when I ask customers for their input \u2014 and unsolicited data that gives insights into their actual behaviors.<\/p>\n As email strategist and customer journey strategist Lindsay Hope<\/a> explains, \u201cYou don\u2019t want just any<\/em> data. You need to dig deep to get to the actionable insights that show you exactly how your audience thinks, feels, and behaves at each stage of their journey. Unfortunately, most businesses get stuck because they think they know what their customers want. But assumptions \u2260 reality. You have to collect the right data, so you\u2019re working with facts, not guesses.\u201d<\/p>\n I find that asking customers directly through surveys or interviews reveals valuable insights into their experiences, pain points, and how they use the product. This is solicited<\/em> data<\/em> because I ask for it specifically.<\/p>\n Tools like Net Promoter Scores (NPS<\/a>) surveys, customer satisfaction (CSAT) scores, and social media polls give me important insights into how customers actually feel about their experiences with us.<\/p>\n Specific actions you can take might include:<\/p>\n While I love this type of customer information, it does have limitations. It relies on customers sharing their real opinions \u2014 in interviews, it might skew to the positive even if there were things that could have gone better. And, it typically only reflects a specific touchpoint and may not reflect their entire experience.<\/p>\n Expert tip:<\/strong> Hope shares, \u201dWhen collecting solicited data, ask questions to highlight feelings and friction. (Not just what your customer did but why they made that choice.) For example: Instead of \u2018What features did you like?\u2019 ask \u2018What made you confident this was the right solution?\u2019\u201d<\/p>\n As I mentioned, unsolicited data is more quantitative, based on specific numbers.<\/p>\n By this, I\u2019m referring to data from customers<\/a> they don\u2019t actively provide upon request. The data I find beneficial includes:<\/p>\n If we find that customers are abandoning their carts at the payment stage, we may identify long load times or our payment options as the causes of friction.<\/p>\n While unsolicited data often lacks the context that solicited feedback provides, we typically get more of it because we\u2019re not relying on customer motivation to respond.<\/p>\n When you use the two types of data together, you\u2019ll gain a more comprehensive view of your customer journey as well as any gaps.<\/p>\n My favorite part of combining solicited interviews with unsolicited reviews is the absolute goldmine of voice of customer data \u2014 or the language they use that will resonate with them.<\/p>\n Ivan Venberg<\/a>, Head of Content at Yango Ads, agrees, and offered this recommendation \u201cPay attention to the language people use. I recommend Sarah Winters\u2019 book Content Design, where she discusses how she struggled to attract users to the UK government site due to her use of the term \u2018fracturing.\u2019 By simply talking to users, she discovered that \u201cfracking\u201d was the term they used, which dramatically improved conversions.\u201d<\/p>\n For example, you might get positive feedback from potential customers, but they don\u2019t go through with purchasing and you may learn this happens after they get shipping costs (and deem them too high).<\/p>\n Or, your support transcripts may indicate that people are waiting for a long time and are quite frustrated with the process even though they rate your support team highly for their ability to help.<\/p>\n The bottom line? Both types of data are invaluable in your customer journey map.<\/p>\n Expert tip: <\/strong> Hope shares some valuable advice here. \u201cTreat this as an ongoing process. Your audience\u2019s needs evolve \u2014 and so should your map,\u201d she said.<\/p>\n <\/a> <\/p>\n This process provides insights that help you understand how customers experience their journeys and identify potential bottlenecks.<\/p>\n Note that most customer journeys aren\u2019t linear. Instead, buyers often experience a back-and-forth, cyclical, multi-channel journey with multiple touchpoints.<\/strong><\/p>\n I want to make sure we\u2019re on the same page about what a touchpoint really means in the context of a customer journey map. Touchpoints refer to every instance your business comes in direct contact with a potential or existing customer. It could be online, in-person, through your messaging, website, or app and any number of other circumstances. What you need to know is every time your customer interacts with you, they form an opinion of your business.<\/p>\n <\/a> <\/p>\n Why make a customer journey map from scratch when you can use a template? I saved so much time by downloading HubSpot\u2019s free customer journey map templates<\/a>. They cover everything from a buyer\u2019s journey to a day in your customer\u2019s life and lead nurturing.<\/p>\n These templates helped my team in sales, marketing, and customer support understand our buyer personas better. And honestly, that led to a noticeable improvement in our product and customer experience.<\/p>\n Before you dive into your customer journey map, ask yourself why you\u2019re creating one in the first place.<\/p>\n If you don\u2019t have a buyer persona<\/a> yet, trust me, it\u2019s worth creating one. It\u2019s a fictional profile that reflects all the demographics and psychographics of your typical customer. For me, it really helped keep the journey map focused on the right audience.<\/p>\n At this point, I\u2019d focus on deep research. This is where having customer journey analytics ready is super helpful. If you\u2019re like me and don\u2019t have that set up yet, don\u2019t worry \u2014 HubSpot\u2019s Customer Journey Analytics tool<\/a> is a great starting point.<\/p>\n Personally, I find questionnaires and user testing to be invaluable for gathering customer feedback. But I always make sure I\u2019m reaching out to actual customers or prospects \u2014 people who have interacted with the business or plan to. Getting feedback from the right people is key.<\/p>\n Here are some questions I\u2019d ask:<\/p>\n \ud83d\udca1Top tip<\/strong>: Use this buyer persona tool<\/a> to fill in the details you procure from customer feedback.<\/p>\n As CEO and Founder of Keystone Click, Lori Highby<\/a> works primarily with B2B companies and has developed a framework to ask the same five questions at every stage of the buyer journey:<\/p>\n Highby and her team focus on moving prospects through five stages of the buyer journey<\/a>: awareness, consideration, action, experience, and advocacy.<\/p>\n She says that asking the same questions is important \u201cbecause it opens up the opportunity to get a holistic view of the customer experience while identifying trends and opportunities to maximize the overall experience you are providing.\u201d<\/p>\n After getting all that information, I\u2019d narrow my focus to one or two key customer personas.<\/p>\n It\u2019s important to remember that a customer journey map follows the path of a specific customer. If you lump too many personas together, the map won\u2019t capture their unique experiences.<\/p>\n When creating your first map, it\u2019s best to pick your most common customer persona. Also, consider the route they would typically take when engaging with your business for the first time.<\/p>\n I\u2019d also use a marketing dashboard<\/a> to compare different personas and pick the one that fits best. And no pressure \u2014 any personas you leave out can always be mapped later.<\/p>\n I always start by listing the touchpoints where customers interact with the brand.<\/p>\n These moments, no matter how small, are when customers form an opinion, whether it\u2019s great or not-so-great. Think of it this way: If I saw a display ad for your business or ran into a 404 error page, those would be touchpoints that matter.<\/p>\n It\u2019s easy to forget that your brand isn\u2019t just the website. It extends beyond that \u2014 into social media, email campaigns, paid ads, and even customer service interactions. What I\u2019ve found is that mapping out these touchpoints helps spot areas for improvement in the customer journey.<\/p>\n Once you’ve got your list, you\u2019ll start to see patterns. Are customers using fewer touchpoints than expected? That might mean they\u2019re leaving your site too early. Are they interacting more than expected? Maybe your website requires too many steps to get anything done.<\/p>\n Either way, it\u2019s a signal that tells you how smooth or bumpy the journey is.<\/p>\n When I do this, I don\u2019t just stop at the website. I take a broad view \u2014 Google searches, third-party reviews, and mentions on social media. A quick Google search of your brand can show you all the places customers might be finding you.<\/p>\n Then, I back it up with data from Google Analytics to see where the traffic is actually coming from. From there, I narrow down the most important touchpoints, the ones that are really driving action.<\/p>\n At HubSpot, we took this process seriously. We ran workshops where employees from different teams pointed out moments when our product or brand left an impression on customers.<\/p>\n The proof is in the pudding: You can see us literally mapping these touch points out with sticky notes in the image below. Seeing it all laid out helped us notice inconsistencies in how we communicated with customers.<\/p>\n When creating a customer journey map, here are some key touchpoints I always consider:<\/p>\n I track every single action customers take with the brand, whether it\u2019s typing in a search keyword, clicking an email, or scrolling through a product page. You\u2019ll probably end up with a long list, and that\u2019s fine.<\/p>\n I\u2019ve learned that recognizing where customers have to take too many steps is crucial. Reducing the number of steps<\/a> a customer takes in their journey might feel risky, but in my experience, it almost always leads to higher conversions.<\/p>\n All marketing is a result of cause and effect. Likewise, every action your customers take is motivated by emotion. And your customers\u2019 emotions will change depending on which part of their journey they\u2019re at.<\/p>\n From what I\u2019ve seen, a pain point or a problem is usually the emotional driver of your customers\u2019 actions. Knowing this will help you provide the right content at the right time to smooth each customer\u2019s emotional journey through your brand.<\/p>\n I always dig into what\u2019s blocking customers from moving forward.<\/p>\n Take shipping costs, for example. If I love your product but find out at the last minute that the shipping fee is too high, I\u2019ll probably abandon my cart.<\/p>\n Sometimes, the obstacles are harder to spot. Dedicated sales software<\/a> is a good idea here. It lets you examine your sales pipelines and pinpoint what might cause prospects to turn away. Identifying these roadblocks lets you address them head-on. One simple fix I\u2019ve used is adding an FAQ page to tackle common concerns, like unexpected shipping fees.<\/p>\n As I work through the customer journey map, I get a clear picture of what we have and what we\u2019re missing. For example, I might notice that our team doesn\u2019t have the tools to follow up effectively with customers. That\u2019s when I\u2019d suggest we invest in some solid customer service tools<\/a> to handle the demand.<\/p>\n Or maybe I spot some customer touchpoints we\u2019ve been underusing, like I mentioned earlier. In that case, I\u2019d recommend looking into a unified marketing software solution<\/a> that helps us track and make the most of those touchpoints.<\/p>\n Including these tools in the map helps me predict their potential impact, making it easier to convince leadership to support the idea.<\/p>\n For me, mapping the customer journey isn\u2019t finished until I\u2019ve walked in the customer\u2019s shoes. By experiencing the journey firsthand, I\u2019ve found that you can uncover subtle pain points or areas of friction that might not be evident in the data.<\/p>\n I like to follow the path for each person \u2014 scrolling through their social media, reading their emails, doing a search \u2014 to really understand where they might get stuck or drop off.<\/p>\n For example, I might:<\/p>\n Each of these items can provide insights that offer additional context to your data. For example, while analytics might show a high bounce rate on a page, manually going through the customer journey might help you realize the page loads slowly or has unclear navigation.<\/p>\n It’s important to understand the customer journey map is just the start. The real value comes from analyzing the results for actionable insights.<\/p>\n I\u2019ll ask questions like:<\/p>\n This process helps me see where we can improve. Analyzing the results will help me pinpoint where customer needs aren\u2019t fully met and make sure we\u2019re delivering a valuable experience.<\/p>\n Keep in mind that you can use the process to test certain assumptions and validate gut feelings. However, it\u2019s important to keep an open mind because it\u2019s almost guaranteed you\u2019ll find something unexpected.<\/p>\n As I dig into my data, I always get a clearer idea of where I want my website to go. From there, I make adjustments, whether it\u2019s adding more specific calls to action or beefing up product descriptions to ensure they\u2019re crystal clear.<\/p>\n Big or small, these changes matter because they directly address my customers\u2019 pain points. With my customer journey map as a guide, I can always make sure I\u2019m tackling those needs.<\/p>\n My map \u2014 as should yours \u2014 is a constant work in progress.<\/p>\n I make a point to review it monthly or quarterly to spot gaps or new opportunities to make the journey smoother. By leveraging data analytics and customer feedback, I can catch any roadblocks early. I also use tools like Google Sheets to keep everyone on the same page, which is super helpful for collaborating with stakeholders.<\/p>\n I\u2019ve found that holding regular meetings to discuss how new products or features are shifting the customer journey is key to staying on top of things.<\/p>\n HubSpot\u2019s free customer journey map template was a game-changer for me. It saved me time and made it so much easier to organize and outline the experience, showing exactly how my website impacts users.<\/p>\n Plus, it\u2019s a fantastic tool for identifying areas in your product, marketing, or support that need some fine-tuning.<\/p>\n Download a free, editable customer journey map template.<\/a><\/p>\n <\/a> <\/p>\n When mapping out a customer\u2019s buying process, I gather data from various sources \u2014 prospecting tools, CMS, behavior analytics, etc. \u2014 to really understand how they move from their first contact to the final purchase.<\/p>\n You don\u2019t have to get bogged down in the details, though. You can categorize it into broad stages: awareness, consideration, and decision.<\/p>\n Some data points I always check include:<\/p>\n These insights paint a clearer picture of how customers engage with your brand.<\/p>\n No matter the goal, your customers are on a journey to solve a problem, and with that comes emotion. Maybe they feel excitement, relief, or even a bit of worry. Capturing those emotions in your journey map helps identify where things go wrong and how to fix them.<\/p>\n We use emojis on HubSpot\u2019s journey map to represent potential emotions at different customer journey stages.<\/p>\n It might seem strange to ascertain customer emotions with data analysis, but it\u2019s common. Customer sentiment<\/a> can be measured using data from:<\/p>\n Understanding what customers do at each stage is key. Maybe they download an ebook or sign up for a webinar during the awareness phase.<\/p>\n I consider the following data points for customer journey mapping:<\/p>\n The idea is to explore how your customers move through and behave at each stage of their journey.<\/p>\n Like the last section, this element describes what or where the buyer researches before taking action.<\/p>\n In the awareness stage, they\u2019re likely Googling potential solutions. Pay attention to this \u2014 it\u2019s your chance to step in and answer their questions before anyone else does. So you\u2019ll want to analyze things like:<\/p>\n The idea here is to make sure you\u2019re reaching your target audience when they\u2019re actively considering you.<\/p>\n Finally, my team and I brainstorm solutions to make the journey smoother.<\/p>\n The goal here is simple: fewer pain points, more satisfied customers. What can you tweak in the buying process to make it easier for them to achieve their goal? That\u2019s the real question.<\/p>\n Specific tools you might use include:<\/p>\n <\/a> <\/p>\n There are four types of customer journey maps<\/a>, each with unique benefits.<\/p>\n To move your business from point A (deciding to focus on customer journeys) to point B (having a journey map), a key step is choosing which customer mindset to focus on.<\/p>\n This choice will guide you in selecting the right template. Pick the one that makes the most sense for your company.<\/p>\n These customer journey maps are the most widely used type. They visualize the actions, thoughts, and emotions your customers currently experience while interacting with your company. They\u2019re best used for continually improving the customer journey.<\/p>\n Source<\/a><\/em><\/p>\n These customer journey maps visualize the actions, thoughts, and emotions your customers currently experience in their daily activities, whether or not that includes your company.<\/p>\n This type gives a broader lens into your customers\u2019 lives and what their pain points are in real life.<\/p>\n Day-in-the-life maps are best used for addressing unmet customer needs before customers even know they exist. Your company may use this type of customer journey map when exploring new market development strategies<\/a>.<\/p>\n Source<\/a><\/em><\/p>\n These customer journey maps visualize what actions, thoughts, and emotions your customers will experience in future interactions with your company. Based on their current interactions, you\u2019ll have a clear picture of where your business fits in later down the road.<\/p>\n These maps are best for illustrating your vision and setting clear, strategic goals.<\/p>\n Source<\/a><\/em><\/p>\n These customer journey maps begin with a simplified version of one of the above map styles. Then, they layer on the factors responsible for delivering that experience, including people, policies, technologies, and processes.<\/p>\n Service blueprints are best used to identify the root causes of current customer journeys or the steps needed to attain desired future customer journeys.<\/p>\n Source<\/a><\/em><\/p>\n If you want a look at an actual customer journey map that HubSpot has recently used, check out this interview<\/a> we conducted with Sarah Flint, Director of System Operations at HubSpot. We asked her how her team put together their map (below) and what advice she would give to businesses starting from scratch.<\/p>\n Click to enlarge image<\/a><\/p>\n <\/a> <\/p>\n Here are some examples I\u2019ve drawn inspiration from when building a customer journey map:<\/p>\n HubSpot\u2019s free Customer Journey Map Templates provide an outline for companies to understand their customers\u2019 experiences.<\/p>\n The offer includes the following:<\/p>\n Each of these templates helps organizations gain new insights into their customer base and help make improvements to product, marketing, and customer support processes.<\/p>\n Download them today<\/a> to start working on your customer journey map.<\/p>\n This customer journey map clearly outlines the five steps Dapper Apps believes customers go through when interacting with them.<\/p>\n As you can see, it goes beyond the actual purchasing phase by incorporating initial research and post-purchase needs.<\/p>\n![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/12501f7c-8e26-4e3c-9642-7afbe078156a.png\")
<\/a><\/p>\n![\"customer](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/02\/customer-journey-mapping-1-20241120-7905585.webp\" "\\"\\"")
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Customer Journey vs. Buyer Journey<\/strong><\/h3>\n
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<\/p>\nWhat is a customer journey map?<\/h2>\n
What is UX journey mapping?<\/strong><\/h3>\n
Why is customer journey mapping important?<\/strong><\/h3>\n
What data is necessary for customer journey mapping?<\/h2>\n
Customer Surveys and Interviews<\/h3>\n
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Unsolicited Data<\/h3>\n
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The Importance of Both Data Types<\/h3>\n
What is a touchpoint in a customer journey map?<\/h3>\n
1. Use customer journey map templates.<\/strong><\/h3>\n
2. Set clear objectives for the map.<\/strong><\/h3>\n
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3. Profile your personas and define their goals.<\/strong><\/h3>\n
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The B2B Angle<\/h4>\n
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4. Highlight your target customer personas.<\/strong><\/h3>\n
5. List out all touchpoints.<\/strong><\/h3>\n
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<\/p>\nCustomer Actions<\/strong><\/h4>\n
Customer Emotions & Motivations<\/strong><\/h4>\n
Customer Obstacles & Pain Points<\/strong><\/h4>\n
6. Determine the resources you have and the ones you\u2019ll need.<\/strong><\/h3>\n
7. Take the customer journey yourself.<\/strong><\/h3>\n
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8. Analyze your results.<\/strong><\/h3>\n
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9. Update your map over time.<\/strong><\/h3>\n
How often should you update your customer journey map?<\/strong><\/h4>\n
Featured Resource:<\/strong> Customer Journey Map Template<\/a><\/strong><\/h4>\n
![\"customer](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/02\/customer-journey-maps-3-20250207-874442.webp\" "\\"\\"")
<\/a><\/p>\n1. The Buying Process<\/strong><\/h3>\n
![\"customer](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/02\/customer-journey-maps-4-20250207-5482256.webp\" "\\"\\"")
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2. Emotions<\/strong><\/h3>\n
![\"customer](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/02\/customer-journey-maps-5-20250207-2053151.webp\" "\\"\\"")
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3. User Actions<\/strong><\/h3>\n
![\"customer](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/02\/customer-journey-maps-6-20250207-2823234.webp\" "\\"\\"")
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4. User Research<\/strong><\/h3>\n
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5. Solutions<\/strong><\/h3>\n
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Types of Customer Journey Maps and Examples<\/strong><\/h2>\n
1. Current State Customer Journey Map<\/strong><\/h3>\n
![\"customer](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/02\/customer-journey-maps-9-20250207-1473231.webp\" "\\"\\"")
<\/p>\n2. Day in the Life Customer Journey Map<\/strong><\/h3>\n
![\"customer](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/02\/customer-journey-maps-10-20250207-6197886.webp\" "\\"\\"")
<\/p>\n3. Future State Customer Journey Map<\/strong><\/h3>\n
![\"customer](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/02\/customer-journey-maps-11-20250207-2083321.webp\" "\\"\\"")
<\/p>\n4. Service Blueprint Customer Journey Map<\/strong><\/h3>\n
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<\/p>\nCustomer Journey Mapping Examples and Templates<\/strong><\/h2>\n
1. HubSpot\u2019s Customer Journey Map Templates<\/strong><\/h3>\n
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<\/a><\/p>\n2. B2B Customer Journey Map Example<\/strong><\/h3>\n
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