Chapter 2: Customer Journey Mapping
Chapter 2 of 15
Chapter 2: Customer Journey Mapping
2.1 Journey Analysis
Customer journey mapping visualizes the complete customer experience from awareness to advocacy.
Journey Stages:
- Awareness: Customer discovers your brand
- Consideration: Customer evaluates options
- Purchase: Customer makes a purchase
- Retention: Customer continues relationship
- Advocacy: Customer recommends to others
2.2 Touchpoint Identification
Identify all customer touchpoints across channels:
- Website visits
- Social media interactions
- Email communications
- Customer service interactions
- In-store experiences
- Mobile app usage
2.3 Pain Point Analysis
Identify and address pain points at each stage:
- What frustrates customers?
- Where do they drop off?
- What information do they need?
- How can we improve the experience?