Customer Journey Experience Map

What the Customer Journey Experience Map Does for You

When you use the Customer Journey Experience Map, you'll...

​

• Visualise the full journey from awareness to advocacy.

• Spot drop-off points where you're losing potential customers.

• Identify bottlenecks and friction that frustrate or confuse people.

• Highlight opportunities to simplify and streamline every interaction.

• Align your team so everyone understands their role in shaping the experience.

• Increase retention and referrals by turning customers into loyal advocates.

​

This tool helps you fix what's broken, enhance what's working, and cut what's wasting time or money.

Why Founders Often Get Stuck Without Understanding The Customer Journey Experience

Founders are often so busy working inside their business that they lose sight of what it feels like to be a customer.

​

This leads to common problems...

​

• Disjointed Efforts - Marketing says one thing, operations deliver another.

• Invisible Gaps - Leads get lost between stages because no one owns the handover.

• Confusing Steps - Customers don't know what to do next, so they drop off.

• Wasted Spend - Money is poured into ads and tools that don't improve the journey.

• Missed Opportunities - Existing customers aren't nurtured, so repeat sales and referrals vanish.

​

Without a clear view of the journey... you're forced to guess where the problems are.

Guessing creates waste... of time, money, and energy - while your competitors move ahead.

How to Use the Customer Journey Experience Map

Follow these steps to create a clear, actionable journey map that drives meaningful improvement.

Step 1: Define the Stages

List out the key stages your customer moves through, such as:...

​

• ​T – Target - When a potential customer first discovers you through marketing, referrals, or word of mouth.

• R – Reflect - When they consider and evaluate whether you are the right solution for their needs.

• A – Act - The pivotal moment when they decide and take action by making a purchase or commitment.

• V – Value - How you deliver value immediately, welcoming and guiding them through onboarding to ensure success.

• E – Engage - Building loyalty and retention by continually engaging and supporting them.

• L – Lead - Inspiring them to become advocates, referring others and actively helping to grow your business.

​

​Many textbooks and experts online will tell you to use... Awareness, Consideration, Purchase, Onboarding, Retention, & Advocacy - However... I prefer to use my TRAVEL naming, as customers travel through the journey.

Step 2: Capture Actions and Touchpoints

For each stage, record...

​

• Your Actions - Emails, ads, calls, service processes.

• Customer Actions - How they respond or move forward.

​

This makes it clear where your business and your customer either connect or disconnect.

Step 3: Identify the Friction Points

Mark the areas where customers are most likely to get frustrated or leave.

Look for...

​

• Confusing instructions.

• Long delays or slow responses.

• Poor communication between stages.

• Extra steps that add no value.

Step 4: Prioritise Fixes

Focus on the changes that will have the biggest impact on improving experience and conversion.

Quick wins often include...

​

• Simplifying processes.

• Reducing handover gaps.

• Streamlining communication.

Step 5: Turn Insights into Action

Convert your findings into a clear action plan so improvements don't get lost in the day-to-day running of your business.

This keeps you accountable and ensures lasting results.