Customer journey map

A customer journey map shows the steps and touchpoints on the ‘path-to-purchase’ from when a customer first gains awareness of a product and service through to product comparison, selection and purchase.

They are often used as part of customer persona analysis, in order to summarize the buying process of a persona.

Examples of customer journey maps

Retail example of a non-linear omnichannel purchasing journey

This Boston consulting group example of Selling a dress shows physical store ad digital out-of-store touchpoints.

Financial services

This analysis from McKinsey is an example of a multichannel customer journey map summarizing the behaviour betwee online and offline channels. It shows the importance of digital media in green which are particularly important at the start of the journey. The call-centre and in-store become more important later in the journey.

Car insurance

This financial services customer journey mapping example from research analysts GfK shows the complexity of today’s customer journeys across multiple devices and through time, particularly for high involvement or high-value purchases.

Health insurance journey map

Like other journey maps this has stages from Awareness, through Research, Choice reduction and purchase. This  example is interesting since it is a research-based map with an evaluation of satisfaction with each stage.

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Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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