Customer Journey


Customer Journey Mapping

What is a customer journey map?

A customer journey map is a visual representation of the customer journey (also called the buyer journey or user journey). It helps you tell the story of your customers’ experiences with your product or service brand across all touchpoints. Whether your customers interact with you via social media, email, livechat or other channels, mapping the customer journey out visually helps ensure no customer slips through cracks.


This process also helps B2B business leaders gain insights into common customer pain points which in turn will allow them to better optimise and personalise the customer experience.


Firstly, all the possible customer touchpoints are mapped out, for instance, a website, social channels, interactions with marketing and sales teams.


User journeys are then created across these various touchpoints for each buyer persona. For example, a millennial buyer persona may typically become aware of a product on social, research it on the mobile version of your site, and finally make a purchase on a desktop computer.


The customer experience at each touchpoint should be included in a customer journey map. This can include what action the customer needs to take and how your brand responds.


Why is customer journey mapping important?

Customer journey mapping is important, because it is a strategic approach to better understanding customer expectations and is crucial for optimising the customer experience.

Customer journey mapping is just as important for small and medium-sized enterprises as it is for larger companies. Customer expectations are changing for all businesses, regardless of size – customers demand an omnichannel approach to customer service, marketing and sales.


One of the most important aspects of the customer experience is personalisation. Recent research found that  84% of consumers feel that being treated like a human rather than a number is crucial to winning their business. Customer journey mapping allows SMEs to create personalised experiences across all touchpoints – for every individual, across all channels.


Mapping the customer journey has a host of benefits such as:

  • Allowing you to optimise the customer onboarding process

  • Benchmarking the customer experience desired by your customers against what they actually receive

  • Understanding the differences in buyer personas as they move from prospect to conversion through the buying funnel.

  • Creating a logical order to your buyer journey.


However, the biggest benefit is simply understanding your customers more. The better you understand their expectations, the more you can tailor the customer experience to their needs.


How can you optimise your customer journey map?

Well the first thing you need to do is, yes you guessed it, some research. Starting with grey or desk research combining multiple known data touch points is a good place to start. Google Analytics have some fantastic tools so you can start to see your customer’s on-line journeys.

But what about off-line ?


Again analysing what you believe your customer’s journey is and then mapping it to their real world experience can be useful in highlighting where your customer’s pain points are. Often these are not the ones you think they are.


Abacus Research can help you map your journey. We can work with your digital data and turn it into meaningful relationships and we can also add on further qualitative or quantitative data collection tools via surveys or remote moderated sessions.


The end result is a highly visual tool for you to use internally to galvanise support for personalised customer journeys and ultimately more profitable interactions