Customer Journey Mapping

What is Customer Journey Mapping?

Customer Journey Mapping is the process of visually outlining the complete experience a customer has with your company—from initial awareness through onboarding, adoption, renewal, and expansion. It helps teams understand key touchpoints, customer emotions, and potential friction at each stage.

A journey map creates a customer-centric view that informs proactive engagement strategies and identifies opportunities to reduce churn.

Key Stages of the Customer Journey

• Awareness: Customer discovers your solution
• Evaluation: Research and comparison
• Purchase: Decision and contract signing
• Onboarding: Implementation and initial setup
• Adoption: Learning and using the product
• Value Realization: Achieving desired outcomes
• Expansion: Growing usage and adding products
• Renewal: Continuing the relationship
• Advocacy: Becoming a champion and referrer

Elements of a Journey Map

• Stages: Major phases of the customer lifecycle
• Touchpoints: Interactions at each stage
• Customer Goals: What they're trying to achieve
• Emotions: How they feel at each point
• Pain Points: Friction and frustration areas
• Opportunities: Ways to improve the experience
• Owners: Teams responsible for each stage

Journey Mapping Best Practices

• Involve cross-functional teams (CS, Sales, Product, Marketing)
• Base it on real customer data and feedback
• Create different maps for different segments
• Update regularly as your product and customers evolve