Customer Journey: What it is & Examples [Free Template]

Have you ever thought that all the purchases we make involve a buying process before the time of the transaction?

We call this process the customer journey, which encompasses all the phases a person/buyer persona goes through from the moment they identify their need until they acquire a product or service to satisfy it. 

This process can be as short as a few minutes in the case of low-cost products that we buy impulsively (food in a supermarket, for example). The buying process may also last for months or more than a year (for instance, when acquiring a car or purchasing a customer experience management software).

This article will cover the customer journey, its phases, and how we can define it in our customer experience strategy.

Don’t forget to download the free template: Customer Journey Map, available toward the end of this guide!

What is a Customer Journey?

By book definition, a customer journey is the set of interactions that a customer has with a brand in buying a service or product. Put plainly, It considers the complete interaction roadmap – from brand discovery to purchasing and beyond.

The focus isn’t only on transactions and how the customer feels after every interaction with the brand. In other words, it can be used as a strategy to gain insights on the customer’s experience throughout their buying process.

The objective of a customer journey is, on the one hand, to measure and evaluate how you are taking care of your customers and, on the other, in which way you can enhance and bring further delight to their experience with your brand.

 Excellent products, a praiseworthy website, and an on-call customer service team may seem like the perfect mix to capture prospective clients. However, when customers feel something is off in your communication, they’re more likely to seek competitors.

By improving the customer experience at each touchpoint in the journey, you focus your business on your customers, putting them at the heart of all. This builds a loyal fan base and keeps customers coming back time and again. This builds brand loyalty as a positive outcome, leading to having satisfied customers and an influence over their lives, choosing your brand above others.

The brands that gain the most loyalty are the ones that influence their clients’ lives. is the outcome of so many variables —some of which we can control, and others we cannot—, and understanding how those variables play out in our markets is a crucial first step to understanding what causes brand loyalty.

If you like reading about what customer journey is, you might find it interesting learning about customer journey vs customer experience: the difference.

Customer Journey stages

Now that you know what a customer journey is, it’s time to look more closely at what you can do to commit to your present and potential clients. Various stages make up the complete customer journey. 

These three steps generally make up most journeys: Awareness, Consideration, and Conversion. These stages are most suitable for offline purchases.

With the progress of digital platforms, two critical additions appear in the customer experience: Retention and Advocacy. These new stages explore brand touchpoints with online shoppers.

Customer Journey Stages

1. Awareness

Awareness involves spreading general information about your products and services to your target audience(s). 

During the awareness stage of the journey, consumers search for solutions and encounter multiple brands and products. Hint: This is the time to shine if you want to make a good first impression.

What consumers are doing: During this step, consumers are likely conducting research. This can include searching online for solutions to keyword problems, reading blog posts and news articles, browsing online forums, and first meeting brands.

What brands can do: You might think consumers are doing all the heavy lifting at this stage because they’re asking questions and browsing content.

However, you don’t want to approach brand awareness passively. You have to be there already, where the consumer is looking at alternatives. By “being there,” we mean taking the form of an educational blog post or video, providing the solution or information they want. Bringing valuable resources to the consumer is vital in this initial phase.

Read about the consumer decision journey.

2. Consideration

Brands focus on promotion during the consideration stage of the journey. This is where customers begin to look for alternatives to past purchases. During this phase, your business strives to convince potential buyers to include you on the list of available options.

Your brand will most likely be considered alongside others, so make sure every impression you make counts.

At this point, consumers are directly interacting with your brand, and you want them to stick around for the next step in the customer journey.

What consumers do: Research specific brands and products, compare competitors and evaluate your priorities. This could include looking closely at your product and service specifications and features, examining customer support policies, and turning to direct comparison reviews.

The consideration phase varies because consumer-centric channels can come in many forms.

What brands can do: Value the importance of the user experience (UX). Continuously optimize the UX across all your touchpoints, including e-commerce transaction and description pages.

Little things like making sure the descriptions and processes are clear and that all the buttons work correctly go a long way when someone considers you against a competitor.

For instance, a person becomes aware they’re hungry and could be scouting for a place to eat on an app like Google Maps.

Suppose your business has a strong presence there, i.e, with information about what kind of food you sell, the menu, photos of the place and the food, phone number, and truthful positive customer reviews. In that case, you might make them consider that you could be an excellent alternative to what they’re looking for. 

Learn More: Buyer Journey 

3. Conversion

This stage prompts visitors to take a particular action. Using a dedicated call-to-action (CTA), you encourage customers to make a purchase, subscribe to a mailing list, or sign up for services. You should use this phase to sell your product as the best fit to solve a visitor’s problem.

It is your moment to make or break during the Customer Journey. Once potential customers are satisfied with researching and comparing their options, they will eventually decide.

Sometimes they find that none of the brands they’ve been considering offer what they’re looking for. If they make a favorable decision, they want to make the process easier by choosing their trusted products.

What consumers are doing: They are considering factors like price vs. value, customer service responsiveness, company values, and policies. When they’re in the decision phase, it’s not just about product specifications or the shopping experience.

Consumers want to support a brand they trust to provide a quality solution to their problems.

What brands can do: To anticipate this step, you must go further. This could include marketing strategies where you offer incentives to potential customers who have already visited your website or engaged with your business.

Ensure your return and refund policies are easy to find and train your customer support team to answer key decision-making questions.

Note about the following two stages: Retention and Advocacy stages were optional in previous business models. Nevertheless, the increase in online purchases makes these stages as significant as the others.

Read about the customer value journey and what it is.

4. Retention

At this point, you already have a new customer – Congratulations! All that planning and asset building is paying off when they get to this phase. The consumer has decided to make their purchase with you, but don’t assume it’s a done deal. 

A loyal customer brings an organization consistent business and costs less than the effort to bring in new customers. A study by Bain & Company discovered that loyal customers are 50% more likely to try new products and spend 31% more than new customers. 

Retention includes keeping customers happy with a relationship management/customer success team to stop them from leaving and take them as many as possible to the next and final stage – make them so loyal to your brand that they want to advocate for your product and/or service.

What consumers are doing: Depending on your business model, customers are taking advantage of this moment to buy your products online, with a physical retailer, or are booking a service they plan to experience soon.

Once they have the product or service, they will start to implement their purchase and if they go through the phase successfully, you will earn their customer loyalty.

What brands can do: Optimize the transaction experience in the Customer Journey. Ensuring the quality of your e-commerce site or physical store and regularly reviewing how your competition optimizes customers’ experience for each customer journey touchpoint.

5. Advocacy

Most organizations acknowledge the benefits of word-of-mouth (WOM). However, few companies commit to a plan for boosting customer advocacy. Encouraging each customer to share reviews or opinions can take time and money. Reaching out to influencers or guest bloggers is an effective alternative to traditional word-of-mouth.

Enthusiastic customers are more likely to recommend your brand and products to a friend, which can be a deal-breaker for many.

When you keep your customers happy and exceed their expectations with innovation and excellent customer service, the customer journey shortens and transaction costs decrease.

What consumers are doing: At this point, customers are using your offerings to address their needs. The better the results and experience they get with your product, the more likely they will buy again and recommend you.

They can also begin to engage with your brand more casually on social media and plan their next purchase.

What brands can do: Take the initiative to contact customers friendly and supportively. A short customer experience survey is an excellent way to let them know you care about their feedback.

Consider starting a loyalty program for referrals and future transactions. This is also an excellent opportunity to keep consumers returning to some relevant assets you create to build brand awareness.

This could include blog content with tips to enrich your product experience, a newsletter with updates, promotions, and occasional opportunities to provide further feedback.

Benefits of understanding the Customer Journey

Identifying customers’ journey allows us to understand better how they buy to meet their needs and expectations and what role a specific business plays in this process. 

Furthermore, being aware of all their interactions (touchpoints) through any channel, such as email or social networks, allows for a better shopping experience while delivering a consistent message across all communication channels.

Next, we will explain the benefits of implementing a customer journey strategy in your business.

Benefits of Customer Journey

A better understanding of customer emotions:

Building a journey framework puts you directly in the mind of the consumer. Understanding why a customer makes a particular choice sets your business up for success. 

Knowing how customers feel encourages you to improve how the organization functions because it allows you to identify the friction points throughout their customer journey, making them easier to fix.

 Analyze the stumbling blocks in products/services:

Mapping the customer journey gives your organization insights into where your customer communications fall short. For instance, if your support staff is undermanned, customers don’t receive help when needed. Your customers become angry because they expect prompt replies. You resolve the issue by hiring another support team member to tackle more customer questions. 

 Creating a customer journey map provides the customers’ viewpoint of a business. The map is a visual representation of the transactions and emotions that leads through each touchpoint with customers that helps to identify weak points in your messaging.

 Improve employee and customer satisfaction:

 As issues are resolved, confidence levels among customers and employees alike increase. Employees are encouraged to continue doing great work, increasing overall customer satisfaction. 

 Create a united team:

 To develop unique customer experiences, the teams in your organization need to be on the same page. Marketing, product development, sales, and customer service must work together to improve processes within the organization. As the teams work together, the efficiency and effectiveness of each team increase.

Make sure to check these 10 customer journey benefits for mapping

Customer Journey Analysis

Understanding the organization from the customer’s point of view brings new ideas and opinions to the table. Customer Journey Analytics does precisely that – it analyzes customer viewpoints about products so that you can make appropriate changes to keep customers loyal to your brand. Use data from customers to implement improved marketing strategies.

The analysis involves three stages: gathering accurate information, developing customer personas, and analyzing customer interactions.

Here is how customer journey analysis is beneficial in gathering information:

  • Clearly defines all customer interaction points.
  • Evaluates how the journey progresses from beginning to end.
  • Analyzes the impact on customer loyalty and brand shareability according to customer interaction points.
  • Highlights areas that waste a customer’s time to improve efficiency.
  • Generalize the journey of similar audiences to make improvements and keep customers satisfied.

Learn what is Customer Journey Monitoring and the benefits of implementing this systematic activity.


Customer Journey communication channels

Your map is a 360-degree view of customer feedback from each step in their journey. Mapping is a proven model for understanding how, when, and where your customers experience your brand.

To start off, here are some places to measure experience on an ongoing basis:

  • On-site: Capture feedback in the moment customers visit businesses with physical locations. For example, let’s say you run a restaurant. Give diners a short survey to complete along with their bill at the end of their meal.
  • Email: Sending emails is one of the easiest ways to get customer feedback. Set up your sales system to trigger an email after a customer completes a purchase.
  • Call center: After every customer interaction, you can collect feedback via email or phone-based survey.
  • In-App: For app developers, collecting responses without leaving the app is ideal. An in-app survey allows users to continue enjoying the app while still providing you with feedback.
  • Website: Your prospects browse your site to consider becoming customers. Once customers, continue visiting for support and account access. Gathering feedback on your website is essential to a holistic customer experience approach.

If you like reading about what is customer journey, you might find it interesting learning about in-store customer journey: definition, importance and stages.

What is Customer Journey Mapping?

A Customer Journey Map (CJM), tells the story of your customer’s experiences with your brand across every touchpoint – all on the same canvas. or Customer Journey Map (CJM), as a key tool to improve the customer experience. Depending on the objective of the CJM, it can be more or less complex.

The things your customer feels, sees and hears as they interact with your business, builds the foundation for their experience.


Understanding these experiences allows you to accurately map and control the customer journey.

Example of Customer Journey Mapping

Starbucks, for example, masters the concept of customer intimacy to control the experience. The journey is calculated from the moment you step in the door.

Imagine a trip to your local Starbucks. As you walk inside, you smell the aroma of roasted coffee beans. The barista behind the counter greets you with a smile. As the muffled chit-chat disappears into the tranquil background music, you feel the coziness around you. When you receive your coffee, you see your name handwritten by one of the friendly baristas. If you’re a regular, the staff knows you by name and can make your order from memory. 

 The coffee giant doesn’t just sell a product. It sells what people are best at remembering – the experience. The company retains loyal customers by packaging the product with an unforgettable experience. They’re also able to charge up to 10 times more than their competitors. Starbucks clearly understands customer experience and infuses that into the core of its business strategy.

Learn More: Click here if you’d like to review 7 more Customer Journey Examples.


Below you will find a customer journey map template in case you need a reference to create yours. If you’d like to download the template, keep reading! Or scroll down a little bit more ;)

Customer Journey mapping template

Your customer’s journey could take place over a few hours or more than several weeks. The simplest way to start is to create a timeline. Using your customer knowledge, fill in what’s happening with your customer at each stage of your timeline. 

The customer journey mapping framework includes the following alongside the timeline:

Actions: What is your customer doing? What are the key actions a customer takes to move to the next stage? What actions does a person take when they don’t move on?

Motivations: What drives the customer to proceed to the next stage? What is the goal? Are they trying to solve a problem? What are they feeling?

Questions: What are the customer’s uncertainties? Are they looking for something specific? Are they confused? Identify which stage customers have the most questions and quickly address them.

Pain points: What obstacles prevent your customers from moving to the next stage? Is it the process? Price?

Direct customer opinions are the most effective way to get answers. Send surveys or conduct interviews to learn more about your customers and their needs. Input the data you receive to the framework above so you can see your company from your customer’s perspective.

Free eBook: The Hacker’s Guide to Customer Experience – CX= Emotion x Value

Halfway there? Congratulations! Luckily, you’ve learned a bit more about what Customer Journey is and its interconnection with customer experience. If you’d like to take the extra mile and learn more about how customer experience can help you gain more happy, loyal customers and increase your business growth, download our free eBook: The Hacker’s Guide to Customer Experience – CX= Emotion x Value.



Tips for conducting a Customer Journey Mapping

If you’ve made it this far, you would probably agree that knowing your customer’s journey is critical to creating a great customer experience. But how do you make the most out of it?

Let’s take a look at some of the following tips to create an effective Customer Journey Map: 

Tip #1: Building a customer journey map is a team effort

It is not easy to reflect on the Customer Journey Map of all the interactions a customer goes through. The task can be further complicated when the people responsible for interaction cannot be found in the different departments.

This takes for granted the phases or interactions the client goes through with the company. What’s worse, it sometimes leads to mapping a Customer Journey Map that has more emphasis on departmental silos than the overall customer journey.

Remember, your team cannot forget the goal. It seeks to map the Customer Experience from its perspective. This is most effectively achieved when different company profiles are brought together. Only in this way will the final result reflect the knowledge that each one has of the client.

The idea is to dedicate a workspace with the different professionals, with and without client contact. If this is impossible, performing at least one validation with each department is vital. This will allow turning your Customer Journey Map into a shared responsibility tool.

Tip #2: Know your customer thoroughly

Understanding your customers at each intersection or checkpoint in their journey is critical. This allows you to develop content, products, and services that meet their needs. Rather than gathering occasional data from customers, employ continuous surveys to collect information. 

You’ll enjoy the ability to adjust your marketing or product development in real-time to meet customer needs as the market changes.

Tip #3: Obtain a comprehensive view

The customer journey starts before potential customers purchase or signs up for services. Prospects begin their journey as they learn about offerings on your website, online review sites, or advertisements. After the awareness and discovery stages, consumers enter the purchase process. When a purchase is made, customers experience your products and services and then form opinions.

You must know how customers feel about your business and products throughout these stages. For example, do you know what factors cause customers to choose you over the competition? How do customers perceive your sales staff? What do customers like about your products? Is your support team answering customer questions with accuracy?

How to create a Customer Journey Map?

There are six main steps to creating a customer journey map:

  1. Understand the target buyer’s persona: An organization must define its ideal buyer’s persona before customer journey mapping.
  2. Acknowledge the target audience’s intent: What does a buyer hope to achieve by interacting with a brand? What are their expectations?

Answer these questions by:

Then develop action plans using the results of your research to meet buyer expectations.

  1. Note the touchpoints: Map all interaction touchpoints every time new customers visit your website or contact a sales team member. Include interactions before, during, and after purchase in your map.

Your organization should understand:

  1. Where customers obtain information about your website – Google search, social media, or Google ads.
  2. Which pages do most customers visit? What’s the average time spent on each?
  3. Did the customers enjoy shopping with the organization? Did they face any difficulties, and how helpful was the customer service team?
  1. Ask crucial questions: It’s essential to ask questions such as:
  • Does my organization satisfy all the requirements of my target audience?
  • In which stages do customers face common problems?
  • Which website pages have higher bounce rates than what is acceptable?

If you interact directly with customers, be sure to ask them:

  • How did you know about our organization?
  • What were your expectations from our organization’s website?
  • Were your expectations satisfied?
  • What prompted you to purchase from our organization?
  1. Make a list of priorities: You can optimize customer journey mapping by identifying the areas that need immediate attention. Once you know common problems, you can take steps to limit their impact on customer loyalty.
  2. Put all ideas to paper: Most marketers prefer drawing the entire map on a whiteboard or using customer journey mapping tools to create a digital customer journey. Refer to your copy when you need to make decisions to improve customer experience.

Learn: What is the buyer’s journey and what is its difference with customer journey?

Free Customer Journey Map Template

At QuestionPro, we know that all this information can be overwhelming and starting to create your Customer Journey without help can be intimidating.

That is why we have created a Customer Journey Map Template that we hope can help you start sketching the stages, UX and overall satisfaction of your customers with your brand.


How to use Customer Journey to improve your customer experience?

Customers expect every exchange with a brand to be seamless from the start. Understanding the interactions at each touchpoint helps you satisfy customer needs and improves your business’s efficiency.

“Customer-centric companies are 60% more profitable than those not focused on the customer.” – Deloitte and Touche


To accurately map the journey, consider each stage of buying a product. At each stage, write down what a customer feels and the actions they must take to move forward.

ecommerce customer journey example

Examine the emotions at each touchpoint and rate the experiences. Is it positive or negative?

Begin to connect the dots and identify which gaps are falling short of your customer’s expectations. This exercise will help you formulate and decipher where you can have the most significant impact on improving the experience.

Learn more about the Customer Journey Canva


Collect customer satisfaction feedback for more accurate results

Include your customer satisfaction scores as you map out your customer journey template. This additional information helps validate gaps or assumptions you make from mapping.

For example, your customer rates a CSAT score of 3 at their point of purchase and gives a score of 8 post-purchase. You immediately know that your point of sale requires attention.

Look at multiple customer satisfaction scores to find the most crucial pain points. If there is a touchpoint that ranks poorly for most customers, start your improvements there.

Start following your customer’s journey. QuestionPro offers some of the most advanced customer experience tools available. Gain valuable insights into your customers’ thoughts and emotions using QuestionPro CX today.