The customer journey

What is the customer journey?

The customer or shopping journey is a method that will help you understand the customer experience with your brand through a product or service.

As we saw with the buyer persona, this method consists of reproducing on a template the data gathered through investigation.

The template has a map that describes the steps and interactions experienced by the customer when engaging with an enterprise. 

Download the template here

By systematizing the data like this, you will approach the customer and you will see the products or process from his or her point of view. This way you will see the differences or breaches between the real journey and the ideal one and identify improvement opportunities for the design or redesign of your service or product.

The customer journey is mainly used:

• To tell a story from the people’s point of view.
• To visualize the story relying on data, illustrations, pictures, etc., to make it more solid.
• To identify areas of improvement, especially when analysing the current factors.
• To design a future service analysing the desired experiences. 

This means that mapping the customer journey on your e-commerce will allow you to:

1. Identify customer touchpoints throughout his or her shopping experience (how did he/she reach your brand? What are the critical moments in decision making?)
2. Define a standard, i.e., a desired experience, to answer questions like: how shall we attend to customers?