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Customer journey mapping in 2 and 1/2 days

How to create a customer journey map that improves customer success.

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There’s a common saying that you can’t understand someone until you’ve walked a mile in their shoes—and that’s exactly what customer journey maps do: they help you put yourself in different customers’ shoes and understand your business from their point of view.

Why should you do it? How should you do it? Find the answers in this guide, which we wrote after interviewing 10+ customer journey experts who shared methodologies, dos and don’ts, and pro tips with us. 

On this page:

What is a customer journey map?

How to create a customer journey map in 2 and ½ working days

4 benefits of customer journey mapping for your business

In later chapters, we dive deeper into customer journey analytics, workshops, and real-life examples.

Start mapping your customer journey

Hotjar lets you experience the customer journey through their eyes, so you can visualize what’s working and what needs improvement.

A customer journey map (CJM) is a visual representation of how customers interact with and experience your website, products, or business across multiple touchpoints.

By visualizing the actions, thoughts, and emotions your customers experience, a customer journey map helps you better understand them and identify the pain points they encounter. This is essential if you want to implement informed, customer-focused optimizations on your site.

Mapping the customer journey: narrow vs. wide focus

A customer journey map can have a very narrow focus and only look at a few, specific steps of the customer experience or buyer’s journey (for example, a product-to-purchase flow on a website), or it can take into account all the touchpoints, online and offline, someone goes through before and after doing business with you. 

Each type of customer journey map has its advantages:

A CJM with a narrow focus allows you to zero in on an issue and effectively problem-solve 

A CJM with a wide focus gives you a broader, holistic understanding of how customers experience your business

Regardless of their focus, the best customer journey maps have one thing in common: they are created with real customer data that you collect and analyze . The insights are usually organized into a map (hence the name), diagram, or flowchart during a group workshop, which is later shared across the entire business so everyone gets a clear and comprehensive overview of a customer’s journey.

How to create your first customer journey map in 2 and ½ working days

The process of creating a customer journey map can be as long or short as you need. Depending on how many people and stakeholders you involve, how much data you collect and analyze, and how many touchpoints there are across the business, you could be looking at days or even weeks and months of work.

If you’re new to customer journey mapping, start from a narrower scope before moving on to mapping every single customer touchpoint . 

Here’s our beginner customer journey mapping framework to help you create your first complete map in 2 and ½ working days:

Day 1: preliminary customer journey mapping work

Day 2: prep and run your customer journey mapping workshop.

Final ½ day: wrap up and share your results

Download your free customer journey map checklist  (as seen below), to mark off your tasks as you complete them.

On your first day, you have three essential tasks:

Define the goal and scope of your CJM

Collect customer data and insights

Invite your team to a customer journey mapping workshop

Step 1: define the goal and scope of your CJM

Clarifying what part(s) of the journey you're looking at, and why, helps you stay focused throughout the mapping process.

If this is your first map,  start from a known issue or problematic area of your website. Keep the scope small, and focus on anything you can break down into four or five steps. For example:

If you have a high drop-off on a pricing page with five calls-to-action, each of which takes users to a different page, that’s enough for a mappable journey

If your purchase flow is made of five self-contained pages, each of which loses you potential customers, that’s a good candidate for mapping

✅ The output: a one- or two-sentence description of what your map will cover, and why, you can use whenever you need to explain what the process is about. For example: this map looks at the purchase flow on our website, and helps us understand how customers go through each step and the issues or obstacles they encounter. The map starts after users click ‘proceed to checkout’ and ends when they reach the 'Thank You' page .

Step 2: collect customer data and insights

Once you identify your goal and scope, the bulk of your first day should be spent collecting data and insights you’ll analyze as part of your mapping process. Because your map is narrow in focus, don’t get distracted by wide-scale demographics or data points that are interesting and nice to know, but ultimately irrelevant. 

Get your hands on as much of the following information as you can:

Metrics from traditional analytics tools (such as Google Analytics) that give you insight into what’s happening, across the pages and stages your customer journey map covers

Data from analyzing your conversion ‘funnels’ , which record how many visitors end up at each stage of the user journey, so you can optimize those steps for potential customers and increase conversions

Behavior analytics data (from platforms like Hotjar) that show you how people interact with your site. For example, heatmaps give you an aggregate view of how users click, move and scroll on specific pages, and session recordings capture a user’s entire journey as they navigate your site

Quantitative and qualitative answers to on-site surveys relevant to the pages you’re going to investigate, as customer feedback will ultimately guide your roadmap of changes to make to improve the journey

Any demographic information about existing user and customer personas that helps you map the journey from the perspective of a real type of customer, rather than that of any hypothetical visitor, ensuring the journey makes sense for your target audience

Any relevant data from customer service chat logs, emails, or even anecdotal information from support, success, and sales teams about the issues customers usually experience

✅ The output: quantitative and qualitative data about your customers' interactions and their experiences across various touchpoints. For example, you’ll know how many people drop off at each individual stage, which page elements they interact with or ignore, and what stops them from converting.

💡Pro tip: as you read this guide, you may not yet have most of this data, particularly when it comes to heatmaps, recordings, and survey results. That’s ok. 

Unless you’re running your CJM workshop in the next 12 hours, you have enough time to set up Hotjar on your website and start collecting insights right now. The platform helps you:

Learn where and why users drop off with Funnels

Visualize interactions on key pages with Heatmaps

Capture visitor sessions across your website with Recordings

Run on-site polls with Surveys

When the time comes for you to start your customer journey mapping process, this data will be invaluable.

Step 3: invite your team to a customer journey mapping workshop

In our experience, the most effective way to get buy-in is not to try and convince people after things are done—include them in the process from the start. So while you can easily create a customer journey map on your own, it won’t be nearly as powerful as one you create with team members from different areas of expertise .

For example, if you’re looking at the purchase flow, you need to work with:

Someone from the UX team, who knows about the usability of the flow and can advocate for design changes

Someone from dev or engineering, who knows how things work in the back end, and will be able to push forward any changes that result from the map

Someone from success or support, who has first-hand experience talking to customers and resolving any issues they experience

✅ The output: you’ve set a date, booked a meeting space, and invited a group of four to six participants to your customer journey mapping workshop.

💡Pro tip: for your first map, stay small. Keep it limited to four to six people, and no main stakeholders . This may be unpopular advice, especially since many guides out there mention the importance of having stakeholders present from the start.

However, when you’re not yet very familiar with the process, including too many people early on can discourage them from re-investing their time into future CJM tasks. At this stage, it’s more helpful to brainstorm with a small team, get feedback on how to improve, and iterate a few times. Once you have a firm handle on the process, then start looping in your stakeholders.

On workshop day, you’ll spend half your time prepping and the other half running the actual session.

Step 1: prepare all your materials 

To run a smooth workshop, ensure you do the following:

Bring stationery: for an interactive workshop, you’ll need basic materials such as pens, different colored Post-its, masking tape, and large sheets of paper to hang on the wall

Collect and print out the data: use the data you collected on Day 1. It’s good to have digital copies on a laptop or tablet for everybody to access, but print-outs could be the better alternative as people can take notes and scribble on them.

Print out an empathy map canvas for each participant: start the workshop with an empathy mapping exercise (more on this in Step 2). For this, hand each participant an empty empathy map canvas you can recreate from the template below.

Set up a customer journey map template on the wall: use a large sheet of paper to create a grid you'll stick to the wall and fill in as part of the workshop. On the horizontal axis, write the customer journey steps you identified during your Day 1 prep work; on the vertical axis, list the themes you want to analyze for each step. For example:

Actions your customers take

Questions they might have

Happy moments they experience

Pain points they experience

Tech limits they might encounter

Opportunities that arise

Step 2: run the workshop

This is the most interactive (and fun) part of the process. Follow the framework below to go from zero to a completed draft of a map in just under 2 hours .

Introduction [🕒 5–10 min]

Introduce yourself and your participants to one another

Using the one-two sentence description you defined on Day 1, explain the goal and scope of the workshop and the activities it will involve

Offer a quick summary of the customer persona you’ll be referring to throughout the session

Empathy mapping exercise [🕒 30 min]

Using the personas and data available, have each team member map their observations onto sticky notes and paste them on the relevant section of the empathy mapping canvas

Have all participants take turns presenting their empathy map

Facilitate group discussions where interesting points of agreement or disagreement appear

Customer journey mapping [🕒 60 min]

Using Post-its, ask each participant to fill in parts of the map grid with available information. Start by filling in the first row together, so everybody understands the process, then do each row individually (15–20 min). At the end of the process, you should have something like this:

Looking at the completed map, encourage your team to discuss and align on core observations (and take notes: they’ll come in handy on your final half day). At this point, customer pain points and opportunities should become evident for everybody involved. Having a cross-functional team means people will naturally start discussing what can, or cannot, immediately be done to address them (35–40 min).

Wrap up [🕒 5 min]

Congratulations! Your first customer journey map is complete. Finish the session by thanking your participants and letting them know the next steps.

Final half-day: wrap up and share

Once you’ve gone through the entire customer journey mapping workshop, the number one thing you want to avoid is for all this effort to go to waste. Instead of leaving the map hanging on the wall (or worse: taking it down, folding it, and forgetting about it), the final step is to wrap the process up and communicate the results to the larger team.

Digitize the map so you can easily update and share it with team members: it may be tempting to use dedicated software or invest time into a beautiful design, but for the first few iterations, it’s enough to add the map to your team’s existing workflows (for example, our team digitized our map and added it straight into Jira, where it’s easily accessible)

Offer a quick write-up or a 5-minute video introduction of the activity: re-use the description you came up with on Day 1, including who was involved and the top three outcomes

Clearly state the follow-up actions: if you’ve found obvious issues that need fixing, that’s a likely next step. If you’ve identified opportunities for change and improvement, you may want to validate these findings via customer interviews and usability testing.

4 benefits of customer journey mapping

In 2023, it’s almost a given that great customer experience (CX) provides any business or ecommerce site with a competitive advantage. But just how you’re supposed to deliver on the concept and create wow-worthy experiences is often left unsaid, implied, or glossed over.

Customer journey maps help you find answers to this ‘How?’ question, enabling you to:

Visualize customer pain points, motivations, and drivers

Create cross-team alignment around the business

Remove internal silos and clarify areas of ownership

Make improvements and convert more visitors into customers

We’ve done a lot of customer journey work here at Hotjar, so we know that the above is true—but don’t just take our word for it: all the people we interviewed for this guide confirmed the benefits of journey mapping. Let’s take a look at what they shared.

1. Visualize customer pain points, motivations, and drivers

It’s one thing to present your entire team with charts, graphs, and trends about your customers, and quite another to put the same team in front of ONE map that highlights what customers think, want, and do at each step of their journey.

I did my first customer journey map at MADE.COM within the first three months of joining the company. I was trying to map the journey to understand where the pain points were.

For example, people who want to buy a sofa from us will be coming back to the site 8+ times over several weeks before making a purchase. In that time, they may also visit a showroom. So now I look at that journey, at a customer’s motivation for going to the website versus a physical store, and I need to make sure that the experience in the showroom complements what they're doing on-site, and vice-versa, and that it all kind of comes together.

The map helps in seeing that journey progress right up to the time someone becomes a customer. And it also continues after: we see the next touchpoints and how we're looking to retain them as a customer, so that they come back and purchase again.

A customer journey map is particularly powerful when you incorporate empathy into it, bringing to light specific emotions that customers experience throughout the journey.

2. Create cross-team alignment around the business

The best, most effective customer journey maps are not the solo project of the user experience (UX) or marketing team (though they may originate there).

Customer journey maps are a quick, easy, and powerful way to help everybody in your business get a clearer understanding of how things work from a customers’ perspective and what the customers’ needs are—which is the first step in your quest towards creating a better experience for them.

Our first goal for preparing a customer journey map was to improve understanding customers across the company, so that every employee could understand the entire process our clients go through.

For example, people from the shipping department didn't know how the process works online; people from marketing didn't know how customers behave after filing a complaint. Everything seems obvious, but when we shared these details, we saw that a lot of people didn't know how the company itself works—this map made us realize that there were still gaps we needed to fill.

If we discover that customers have a pain point in a specific section of the map, different teams can look at the same section from several angles; customer support can communicate why something is not possible, and engineering can explain why it’s going to take X amount of effort to get it done. Especially in cross-functional teams where we all come from really different disciplines, I find these maps to be an incredible way for us all to speak the same language.

3. Remove internal silos and clarify areas of ownership

As a company grows in size and complexity, the lines of ownership occasionally become blurry. Without clarity, a customer might get bounced like a ping pong ball across Sales, Success, and Support departments—not great for the seamless and frictionless customer experience we all want to offer.

A central source of ‘truth’ in the form of a customer journey map that everybody can refer to helps clarify areas of ownership and handover points.

We were growing as a team, and we realized we needed to operationalize a lot of the processes that, before then, had just been manually communicated. We did it through a customer journey map. Our goal was to better understand where these hand-off points were and how to create a more seamless experience for our customers, because they were kind of being punted from team to team, from person to person—and often, it was really hard to keep tabs on exactly where the customer was in that entire journey.

4. Make improvements and convert more visitors into customers

A customer journey map will take your team from 'It appears that 30% of people leave the website at this stage' to 'Wow, people are leaving because the info is incomplete and the links are broken.' Once everyone is aligned on the roadblocks that need to be addressed, changes that have a positive impact on the customer experience and customer satisfaction will happen faster.

The customer journey map brings it all together: it doesn't matter who you've got in the room. If you’re doing a proper journey map, they always get enlightened in terms of ‘Oh, my word. I did not know the customer's actually experiencing this.’ And when I walk out of the session, we have often solved issues in the business. Accountability and responsibilities have been assigned, and I find that it just works well.

Shaheema (right) working on a customer journey map

Collect the right data to create an effective customer journey map

The secret of getting value from customer journey mapping is not just building the map itself: it's taking action on your findings. Having a list of changes to prioritize means you can also measure their effect once implemented, and keep improving your customers' experience. 

This all starts with collecting customer-centric data—the sooner you begin, the more information you’ll have when the time comes to make a decision.

Start mapping your customer journey today

Hotjar lets you experience your customer’s journey through their eyes, so you can visualize what’s working and what needs improvement.

FAQs about customer journey mapping

How do i create a customer journey map.

To create a useful customer journey map, you first need to define your objectives, buyer personas, and the goals of your customers (direct customer feedback and  market research will help you here). Then, identify all the distinct touchpoints the customer has with your product or service in chronological order, and visualize the completion of these steps in a map format.

What are the benefits of customer journey mapping?

Customer journey mapping provides different teams in your company with a simple, easily understandable visualization that captures your customers’ perspective and needs, and the steps they’ll  take to successfully use your  product or service. 

Consider customer journey mapping if you want to accomplish a specific objective (like testing a new product’s purchase flow) or work towards a much broader goal (like increasing overall customer retention or customer loyalty).

What is the difference between a customer journey map and an experience map?

The main difference between an experience map and a customer journey map is that customer journey maps are geared specifically toward business goals and the successful use of a product or service, while experience maps visualize an individual’s journey and experience through the completion of any task or goal that may not be related to business.

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Customer journey report steps and filters

Last updated: March 13, 2024

Available with any of the following subscriptions , except where noted:

When creating a customer journey report , use steps and filters to define the journey a contact or deal must take. The sections below highlight some of the most common steps and filters to use in your customer journey analytics report.

Steps are the individual events that a contact or deal must complete to move on to the next stage in the journey. Multiple steps can be included in a stage.

Ad interactions: the time when a visitor engaged with an ad connected to the HubSpot account. HubSpot can capture ad interactions that occurred from users who haven’t yet converted into a contact in your HubSpot account, this means that this event supports anonymous visitors.

Learn more about using ads in HubSpot .

Calls started: the time when the start of a call with a contact began. Use Calls started to measure whether a rep placed a call with a contact. This event captures a call whether or not it is outbound (i.e., began on the contact record or in the conversations inbox) or inbound (i.e., the user called in and the call was logged to their CRM record).

Calls ended: the time of the end of a call with a contact. This event captures a call whether or not it is outbound (i.e., began on the contact record or in the conversations inbox) or inbound (i.e., the user called in and the call was logged to their CRM record).

Learn more about using calling in HubSpot .

Campaign ID: populates the campaign that the interaction is associated with.

CTA views: the time when a visitor or contact viewed a CTA. HubSpot can track CTA views regardless of whether or not the person is a contact in your HubSpot account, this means that this event supports anonymous visitors.

CTA clicks: the time when a visitor or contact clicked a CTA. HubSpot can track CTA clicks regardless of whether or not the person is a contact in your HubSpot account, this means that this event supports anonymous visitors.

Deal stage: populates deal stage data from any of your pipelines.

Contacts finished viewing documents: the time when a contact in your account finished viewing a document.

Contacts viewed documents: the time when a contact in your account began viewing a document.

Documents shared with contacts: the time when a HubSpot user shared a document with a contact. This event is tracked when a document is sent to a contact through an email or sequence where the user's inbox is connected to HubSpot.

Learn more about using documents in HubSpot .

Form view: the time when someone’s browser loaded a form on their screen, meaning the user had scrolled to the point that they could view the form. HubSpot can capture form views that happened from users who haven’t yet converted into a contact in your HubSpot account.

Form interaction: the time when someone began filling out a form. This event is captured when someone has clicked into the form and/or has begun to fill out the form. HubSpot is able to capture form interactions that happened from users who haven’t yet converted into a contact in your HubSpot account.

Form pop up view: the time when someone’s browser loaded a pop up form on their screen. This is specific to pop up forms and happens when the HubSpot tracking code registers that the user’s browser loaded the form. HubSpot can capture pop up form views that happened from users who haven’t yet converted into a contact in your HubSpot account.

Form submission: the time when someone successfully submitted a form. Form submissions require a user to provide their email address. Therefore, this event does not need to have the ‘include anonymous visitors’ option checked to see all form submissions in a journey report.

Learn more about using forms in HubSpot .

Marketing emails

Clicked links in email: the time when a contact clicked a link in a marketing email.

Emails bounced: the time when an email sent to a contact bounced.

Emails delivered: the time when an email sent to a contact was delivered successfully.

Opened emails: the time when a contact opened a marketing email.

Reported spam: the time when a contact marked an email as spam.

Updated email subscription status: the time when a contact updated their email subscription status.

Marketing events

Attended marketing event: the date and time when a contact attended a marketing event.

Canceled marketing event: the time when a contact canceled their registration for a marketing event invitation.

Registered for marketing event: the time when a contact registered to attend an upcoming marketing event.

Learn more about marketing events in HubSpot .

Media played: the time when a contact played a media file stored in your HubSpot account.

Meetings booked: the time when a contact scheduled to attend a meeting. This can either happen when a contact books through a HubSpot meeting link or a HubSpot user schedules a meeting with a contact directly from the record. 

Meeting outcome changes: tracks when a contact’s meeting outcome was changed or set. On the contact record, HubSpot users can set the meeting outcome. For example, the meeting outcome could be Scheduled , Completed , No show , etc. This event tracks when this value has been set.

Outbound message deliveries: the time when a WhatsApp message was delivered to a contact. Outbound message failures: the time when a WhatsApp message failed to deliver to a contact. Outbound message opens: the time when a contact opened a WhatsApp message. Outbound message sends: the time when a WhatsApp message was sent to a contact.

Learn more about using WhatsApp in HubSpot .

Payment failed: the t ime when a contact’s recurring card or bank transfer payment failed to process.

Payment initiated: the t ime when a contact’s bank transfer payment was initiated.

Payment refund failed: the t ime when a contact’s payment refund failed to complete.

Payment refund initiated: the t ime when a contact’s payment refund began.

Payment refund succeeded: the t ime when a contact’s payment refund was completed.

Payment succeeded: the t ime when a contact’s payment was successfully processed.

Learn more about using payments in HubSpot .

Sales email

Sales email clicks: the time when a contact clicked a link in a one-to-one email.

Sales email opens: the time when a contact opened a one-to-one email.

Sales email replies: the time when a contact replied to a one-to-one email.

Sales email sends: the time when an one-to-one email was sent to a contact.

Learn more about sending one-to-one email in HubSpot .

Contacts booked meetings through a sequence: the time when a contact booked a meeting through a sequence.

Contacts enrolled in a sequence: the time when a HubSpot user enrolled a CRM into a sequence.

Contacts unenrolled in a sequence: the time when a contact is no longer enrolled in a sequence. This could happen because the contact booked a meeting through the sequence, replied to an email in the sequence, unsubscribed from the sequence, or the sequence came to an end.

Contacts unenrolled manually from sequence: the time when a HubSpot user manually unenrolled a contact from a sequence.

Contacts unsubscribed from sequence email: the time when a contact unsubscribed from a one-to-one email while enrolled in a sequence.

Sequence emails bounced: the time when an email sent to a contact bounced.

Sequence steps executed: the time when a step was executed in a sequence.

Sequences errored: the time when an error occurred in a sequence.

Sequences finished: the time when a contact reached the final step of a sequence.

Learn more about using sequences in HubSpot .

Link in short messages clicked: tracks when a contact clicked a message in an SMS message. Short messages delivered: tracks when an SMS message was delivered to a contact. Short messages dropped: tracks when an SMS message was delivered to a contact but was dropped. Short messages failed: tracks when an SMS message failed to deliver to a contact. Short message sent: tracks when an SMS message was sent to a contact.

Learn more about using SMS messaging in HubSpot .

Pages visited: the time when a visitor viewed a page that was tracked by the HubSpot tracking code . HubSpot is able to capture page visits and interactions that happened from users who haven’t yet converted into a contact in your HubSpot.

After adding your steps you can use the below filters to further refine your report:

Ad campaign ID: populates the ad campaign that the ad interaction is associated with.

Ad network: populates the name of the network where the interaction occurred. (i.e. Facebook, Google, and LinkedIn.) Learn more about ad tracking in HubSpot .

Interaction type: populates which type of interaction occurred. An interaction can include either a site visit or a form submission..

Network placement: populates the different methods of publishing ads. For example, Facebook Messenger or Google Display Network.

Call owner: the user who initiated the call.

Call country: the country where the call recipient received the call.

Content ID: populates the content pages where the CTA is. For example, the name of a specific blog post or a specific landing page where a CTA is embedded will display in the dropdown menu.

CTA guid: populates the specific name of a CTA. 

Content ID: populates the content pages where the form is placed. For example, the name of a specific blog post or a specific landing page where a form is embedded will display in the dropdown menu.

Form ID: populates the specific name of a form.

Business units: filter by any of the business units you’ve set up in your account. Learn more about business units .

Email content ID: filter by the unique name of the marketing email.

Original URL:  the specific URL a contact clicked in your email. 

Event name: filter by the specific name of a webinar. This allows you to view which specific marketing events are generating the most interest, indicating which types of content you should be creating more of.

Origin: filter by two options; Online or in-person.

Learn more about using marketing events .

Content page: populates the specific content pages where media has been embedded. For example, you could analyze a specific landing page where a video is embedded.

Meetings booked: measures when a contact books a meeting that is logged in your HubSpot account. This can occur through a meeting link or when a meeting is logged on a contact record.

Meeting outcome (only available when using meeting outcome changes step): allows you to take the journey a step further and specify the result of the meeting in the journey. You can see multiple meeting outcomes in a single stage by using branching.

Form ID: if a meeting link is connected to a form, you can filter to only include meetings that are tied to a specific number of forms.

Meeting owner: filter by a specific meeting owner. This is useful if you want to view how prospects and customers are flowing through specific reps, which can provide opportunities to see if a particular group of reps are yielding better results.

Meeting type: filter by Round Robin , Personal , or Group to view if one meeting type creates a higher conversion rate.

User ID: populates the name of the different users in your HubSpot account who are emailing prospects. Unlike sequence enrollment, a HubSpot user does not need to enroll a prospect into a sequence for this to count in the journey report, they only need the HubSpot sales extension to be installed in their email. This property allows you to see if a specific sales rep is driving higher engagement than others, allowing you to analyze what the rep may be doing differently.

Enrolled by user: populates the different users in your HubSpot account who are using the sequences tool to engage prospects.

Sequence ID: populates the unique sequences in your HubSpot account that reps can use to nurture prospects. A unique Sequence ID is generated each time a user enrolls a prospect into a new sequence.

Template ID: populates the name of templates that you have set up in your HubSpot account for users to nurture prospects.

Content ID: allows for a like-for-like comparison between any blog posts, landing pages, and more. You can analyze if a certain piece of content is resonating more with web visitors.

Advanced tracking code properties

Many properties are unique to your HubSpot account and require you to manually input the values. This is especially true for interactions that rely on the HubSpot tracking code.

Some of the most popular properties that require you to manually input values are listed below. 

• Browser: allows you to filter based on a specific browser, like Chrome, Safari, Firefox, etc. You can view this data in the Traffic Analytics tool .
• Content type: allows you to choose a specific type of your website. For example, you can choose between blog posts, landing pages, website pages, and knowledge base articles. Learn more here .
• Country: allows you to filter on a specific country as defined by the International Organization for Standardization. For example, ‘US’ would filter to web traffic from the United States, while ‘DE’ would filter to web traffic from Germany. For a full list of country codes, reference the Alpha 2 column .
• Device type: allows you to filter on what type of device was being used when a visitor engaged with your brand. For example, you can use ‘desktop’ or ‘mobile’. Learn more about device types .
• Region: allows you to filter on a specific subdivision (e.g. a province or state) of a country as defined by the International Organization for Standardization. For example, ‘TN’ would filter to web traffic from the American state of Tennessee while ‘75C’ would filter to web traffic from the French metropolitan of Paris. View the full list of region codes from the United Nations Economic Commision for Europe .

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The complete guide to customer journey stages.

12 min read If you want to turn a potential customer into a lifetime one, you’ll need to get to know every step of the entire customer journey. Here’s why the secret to customer retention lies in knowing how to fine-tune your sales funnel…

What is the customer journey?

What do we actually mean when we talk about the customer journey? Well, the simplest way to think about it is by comparing it to any other journey: a destination in mind, a starting point, and steps to take along the way.

In this case, the destination is not only to make a purchase but to have a great experience with your product or service – sometimes by interacting with aftersale customer support channels – and become a loyal customer who buys again.

And, just like how you can’t arrive at your vacation resort before you’ve done you’ve found out about it, the customer journey starts with steps to do with discovery, research, understanding, and comparison, before moving on to the buying process.

“Maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also lift revenue up by 15% while lowering the cost of serving customers by as much as 20%”

– McKinsey, The Three Cs of Customer Satisfaction

In short, the customer journey is the path taken by your target audience toward becoming loyal customers. So it’s really important to understand – both in terms of what each step entails and how you can improve each one to provide a maximally impressive and enjoyable experience.

Every customer journey will be different, after all, so getting to grips with the nuances of each customer journey stage is key to removing obstacles from in front of your potential and existing customers’ feet.

Free Course: Customer Journey Management & Improvement

What are the essential customer journey stages?

While many companies will put their own spin on the exact naming of the customer journey stages, the most widely-recognized naming convention is as follows:

• Consideration

These steps are often then sub-categorized into three parts:

• Sale/Purchase

It’s important to understand every part of the puzzle, so let’s look at each sub-category and stage in turn, from the awareness and consideration stage, right through to advocacy:

Customer journey: Pre-sale

In the pre-sale phase, potential customers learn about products, evaluate their needs, make comparisons, and soak up information.

Awareness stage

In the awareness stage, your potential customer becomes aware of a company, product, or service. This might be passive – in that they’re served an ad online, on TV, or when out and about – or active in that they have a need and are searching for a solution. For example, if a customer needs car insurance, they’ll begin searching for providers.

Consideration stage

In the consideration stage, the customer has been made aware of several possible solutions for their particular need and starts doing research to compare them. That might mean looking at reviews or what others are saying on social media, as well as absorbing info on product specs and features on companies’ own channels. They’re receptive to information that can help them make the best decision.

Customer journey: Sale

The sale phase is short but pivotal: it’s when the crucial decision on which option to go with has been made.

Decision stage

The customer has all the information they need on the various options available to them, and they make a purchase. This can be something that’s taken a long time to decide upon, like buying a new computer, or it can be as quick as quickly scouring the different kinds of bread available in the supermarket before picking the one they want.

Customer journey: Post-sale

Post-sale is a really important part of the puzzle because it’s where loyal customers , who come back time and again, are won or lost.

Retention stage

The retention stage of the customer journey is where you do whatever you can to help leave a lasting, positive impression on the customer, and entice them to purchase more. That means offering best-in-class customer support if they have any issues, but it also means being proactive with follow-up communications that offer personalized offers, information on new products, and rewards for loyalty.

Advocacy stage

If you nail the retention phase, you’ll have yourself a customer who not only wants to keep buying from you but will also advocate on your behalf. Here, the customer will become one of the most powerful tools in your arsenal, in that they’ll actively recommend you to their friends, family, followers, and colleagues.

What’s the difference between the customer journey and the buyer’s journey?

Great question; the two are similar, but not exactly the same. The buyer’s journey is a shorter, three-step process that describes the steps taken to make a purchase. So that’s awareness , consideration, and decision . That’s where things stop, however. The buyer’s journey doesn’t take into account the strategies you’ll use to keep the customer after a purchase has been made.

Why are the customer journey stages important?

The short answer? The customer journey is what shapes your entire business. It’s the method by which you attract and inform customers, how you convince them to purchase from you, and what you do to ensure they’re left feeling positive about every interaction.

Why this matters is that the journey is, in a way, cyclical. Customers who’ve had a smooth ride all the way through their individual journeys are more likely to stay with you, and that can have a massive effect on your operational metrics.

It’s up to five times more expensive to attract a new customer than it is to keep an existing customer, but even besides that: satisfied customers become loyal customers , and customer loyalty reduces churn at the same time as increasing profits .

So companies looking to really make an impact on the market need to think beyond simply attracting potential customers with impressive marketing, and more about the journey as a whole – where the retention and advocacy stages are equally important.

After all, 81% of US and UK consumers trust product advice from friends and family over brand messaging, and 59% of American consumers say that once they’re loyal to a brand, they’re loyal to it for life.

Importantly, to understand the customer journey as a whole is to understand its individual stages, recognize what works, and find things that could be improved to make it a more seamless experience. Because when you do that, you’ll be improving every part of your business proposition that matters.

How can you improve each customer journey stage?

Ok, so this whole customer journey thing is pretty important. Understanding the customer journey phases and how they relate to the overall customer experience is how you encourage customers to stick around and spread the news via word of mouth.

But how do you ensure every part of the journey is performing as it should? Here are some practical strategies to help each customer journey stage sing…

1. Perform customer journey mapping

A customer journey map takes all of the established customer journey stages and attempts to plot how actual target audience personas might travel along them. That means using a mix of data and intuition to map out a range of journeys that utilize a range of touch points along the way.

One customer journey map, for example, might start with a TV ad, then utilize social media and third-party review sites during the consideration stage, before purchasing online and then contacting customer support about you your delivery service. And then, finally, that customer may be served a discount code for a future purchase. That’s just one example.

Customer journey mapping is really about building a myriad of those journeys that are informed by everything you know about how customers interact with you – and then using those maps to discover weaker areas of the journey.

2. Listen like you mean it

The key to building better customer journeys is listening to what customers are saying. Getting feedbac k from every stage of the journey allows you to build a strong, all-encompassing view of what’s happening from those that are experiencing it.

Maybe there’s an issue with the customer sign-up experience, for example. Or maybe the number advertised to contact for a demo doesn’t work. Or maybe you have a customer service agent in need of coaching, who only makes the issue worse. By listening, you’ll understand your customers’ issues and be able to fix them at the source. That customer service agent, for example, may just feel disempowered and unsupported, and in need of the right tools to help them perform better. Fixing that will help to optimize a key stage in the customer journey.

The key is to listen at every stage, and we can do that by employing the right technology at the right customer journey stages.

Customer surveys, for instance, can help you understand what went wrong from the people who’re willing to provide that feedback, but conversational analytics and AI solutions can automatically build insights out of all the structured and unstructured conversational data your customers are creating every time they reach out, or tweet, or leave a review on a third party website.

3. Get personal

The other side of the ‘listening’ equation is that it’s worth remembering that each and every customer’s journey is different – so treating them with a blanket approach won’t necessarily make anything better for them.

The trick instead is to use the tools available to you to build out a personalized view of every customer journey, customer journey stage, and customer engagemen t, and find common solutions.

Qualtrics Experience iD , for example, is an intelligent system that builds customer profiles that are unique to them and can identify through AI, natural language processing , and past interactions what’s not working – and what needs fixing.

On an individual basis, that will help turn each customer into an advocate. But as a whole, you’ll learn about experience gaps that are common to many journeys.

Listening to and understanding the customer experience at each customer journey stage is key to ensuring customers are satisfied and remain loyal on a huge scale.

It’s how you create 1:1 experiences, because, while an issue for one person might be an issue for many others, by fixing it quickly you can minimize the impact it might have on future customers who’re right at the start of their journey.

Free Course: Customer Journey Management Improvement

Related resources

Customer Journey

Buyer's Journey 16 min read

Customer journey analytics 13 min read, how to create a customer journey map 22 min read, b2b customer journey 13 min read, customer interactions 11 min read, consumer decision journey 14 min read, customer journey orchestration 12 min read, request demo.

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Customer journey mapping: The path to loyalty

A version of this tutorial originally appeared in the free Primer app .

In an ideal world, the journey people take to become loyal customers would be a straight shot down a highway: See your product. Buy your product. Use your product. Repeat.

In reality, this journey is often more like a sightseeing tour with stops, exploration, and discussion along the way—all moments when you need to convince people to pick your brand and stick with it instead of switching to a competitor.

Staying on top of all of these moments might seem overwhelming, but mapping your customer’s journey can help. It can give you and your team a greater understanding of how your customers are currently interacting and engaging with your brand, and also help illustrate how your products and services fit into their lives, schedules, goals, and aspirations.

Let’s take a look at five steps your team can take to start journey mapping.

1. Find the sweet spot where your customers’ goals and your own align

Before you start journey mapping, nail down your business goals. Any marketing and communication you deliver during the customer journey should be focused on helping your brand reach those goals.

However, it’s important to acknowledge that your customers’ goals might be different from yours. For example, let’s say your goal is to sell more sunglasses with new, improved lenses that have a better profit margin. Meanwhile, your customers’ top concern might be getting sunglasses that match their personal style. Lens protection could be their second or even third priority.

Consider how your marketing and communication strategies can help your customers reach their goals while also getting you closer to yours.

2. Identify all of the communication touchpoints in your customer’s journey

When do you traditionally communicate or engage with customers? Make a list of these moments and group them based on when they happen during the journey: pre-purchase, purchase, and post-purchase.

Now find communication touchpoints you may have missed. Track what actions and interactions between your brand and your customers happen just before and after each of the pre-purchase, purchase, and post-purchase stages.

For example, you might decide that a major moment in your purchase stage is when your customers are guided through your website to buy an item in their shopping cart. But you might notice other communication touchpoints right before that purchase moment, like your website confirming to customers that an item has been added to their shopping cart, then suggesting related products.

Looking for all these touchpoints can quickly bog your team down in a lot of details and micro-interactions. To avoid that, prioritize the moments that get you closer to achieving your business goals.

3. Recognize pain points and moments of delight

How might your customers feel at the pre-purchase, purchase, and post-purchase stages as they attempt to achieve their goals? For example, could your customers be happy that your website makes browsing easy, but frustrated at how confusing it is to purchase a product?

Find the moments where your customers might have negative experiences. Who on your team is involved in those touchpoints? Your web designers? Your marketing team? Your copywriters? Are there other team members who could collaborate and improve the situation?

Say a customer likes how your online ad describes your product. But when they go to your store, salespeople present the product differently. That’s an opportunity for your copywriters and salespeople to better align their language and sales pitches.

4. Experience the customer journey yourself

Imagining how your customers might feel during their journey is valuable, but actually experiencing it for yourself can uncover much-needed insights.

If your business is run online, open a browser and experience what it’s like to be your customer. Similarly, if you have a brick-and-mortar store, go into a location that sells your product. Afterwards, ask yourself about the main communication touchpoints you encountered. Did they work well? Did they help you complete your journey? What was missing?

And don’t forget about the competition. Become one of their customers and experience the journey they’ve created. Then ask yourself all of the same questions.

5. Visualize your customer journey map

Go beyond just writing down your customer journey and communication touchpoints, and actually create a visual map of them. This doesn’t need to be a polished, heavily-designed visualization. Simply write each of your touchpoints down on individual sticky notes or papers, then pin them in order to a wall.

By doing this exercise, you’re helping your team take a bird’s eye view of the entire customer journey. You can organize your thoughts and collaboratively brainstorm new ideas for changing or adding to your communication at these touchpoints.

Make sure to create hypotheses around why new communication touchpoints will improve the customer journey, then implement and test them. If your hypotheses are wrong, go back to your journey map, reassess, tweak, and improve.

Yes, the journey mapping process can be fairly intensive, but it can have a big impact on your business. That’s why it shouldn’t be just a one-time event. Customer tastes can shift, new technology can become available, and your brand itself might evolve. So it’s important to do journey mapping at least once a year and evaluate what communication touchpoints are still working and what needs to be revisited.

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Stuart Hogg is a marketing consultant who has worked with a number of Fortune 500 brands. He created “Journey Mapping: Connect the Customer Dots” for the Primer app.

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How to create a customer journey map

Lucid Content

Reading time: about 8 min

How to Make a Customer Journey Map

• Conduct persona research
• Define customer touchpoints
• Map current states
• Map future states

Steve Jobs, the genius behind Apple’s one-of-a-kind customer experience, said, “You’ve got to start with the customer experience and work back toward the technology, not the other way around.”

Nowadays, a clear vision and strategy for customer interactions is no longer an optional “nice-to-have”—it’s essential. As you refine your customer experience, a customer journey map is one of the most powerful ways to understand your current state and future state.

A customer journey map is a diagram that shows the process your customers go through in interacting with your business, such as an experience on the website, a brick and mortar experience, a service, a product, or a mix of those things.

What is a customer journey map?

A customer journey map is a visual representation of a customer’s experience with your brand. These visuals tell a story about how a customer moves through each phase of interaction and experiences each phase. Your customer journey map should include touchpoints and moments of truth, but also potential customer feelings, such as frustration or confusion, and any actions you want the customer to take.

Customer journey maps are often based on a timeline of events, such as a customer’s first visit on your website and the way they progress towards their first in-product experience, then purchase, onboarding emails, cancellation, etc. 

Your customer journey maps may need to be tailored to your business or product, but the best way to identify and refine these phases is to actually talk to your customers. Research your target audiences to understand how they make decisions, decide to purchase, etc. Without an essential understanding of your customers and their needs, a customer map will not lead you to success. But, a well-constructed and researched customer journey map can give you the insights to drastically improve your business’s customer experience.

The benefits of customer journey mapping

Customer journey mapping is a powerful tool for uncovering insights into your customer experience, driving business goals, and building resilience in a changing market. In a 2022 report, Hanover Research found that 94% of businesses said their customer journey maps help them develop new products and services to match customer needs. Another 91% said their maps drove sales. 

But understanding a customer’s journey across your entire organization does so much more than increase your revenue. It enables you to discover how to be consistent when it comes to providing a positive customer experience and retaining customer loyalty. 

This was especially evident in recent years as top of improving marketing, customer journey maps emerged as a valuable way to understand evolving buyer behavior. In fact, 1 in 3 businesses used customer journey maps to help them navigate the changing landscape during the pandemic.

When done correctly, customer journey mapping helps to:

• Increase customer engagement through channel optimization.
• Identify and optimize moments of truth in the CX.
• Eliminate ineffective touchpoints.
• Shift from a company to a customer-focused perspective.
• Break down silos between departments and close interdepartmental gaps.
• Target specific customer personas with marketing campaigns relevant to their identity.
• Understand the circumstances that may have produced irregularities in existing quantitative data.
• Assign ownership of various customer touchpoints to increase employee accountability.
• Make it possible to assess the ROI of future UX/CX investments.

Following the process outlined above, customer mapping can put your organization on a new trajectory of success. Yet, according to Hanover Research, only 47% of companies currently have a process in place for mapping customer journeys. Making the investment to map your customer journey and solidify that process as part of your company’s DNA can result in significant advantages in your competitive landscape, making your solution the go-to option that customers love.

Customer journey maps can become complicated unless you keep them focused. Although you may target multiple personas, choose just one persona and one customer scenario to research and visualize at a time. If you aren’t sure what your personas or scenarios might be, gather some colleagues and try an  affinity diagram in Lucidchart to generate ideas.

1. Set goals

Without a goal, it will be difficult to determine whether your customer journey map will translate to a tangible impact on your customers and your business. You will likely need to identify existing—and future—buyers so you can set goals specifically for those audiences at each stage of their experience.

Consider gathering the key stakeholders within your company—many of whom likely touch different points of the customer experience. To set a logical and attainable goal, cross-functional teamwork is essential. Gather unique perspectives and insights about each part of the existing customer journey and where improvements are needed, and how those improvements will be measured.

Pro Tip : If you don’t already have them in place, create buyer personas to help you focus your customer journey map on the specific types of buyers you’re optimizing for.

2. Conduct persona research

Flesh out as much information as possible about the persona your customer journey map is based on. Depending on the maturity of your business, you may only have a handful of records, reports, or other pre-existing data about the target persona. You can compile your preliminary findings to draft what you think the customer journey may look like. However, the most insightful data you can collect is from real customers or prospective customers—those who have actually interacted with your brand. Gather meaningful customer data in any of the following ways:

• Conduct interviews.
• Talk to employees who regularly interact with customers.
• Email a survey to existing users.
• Scour customer support and complaint logs.
• Pull clips from recorded call center conversations.
• Monitor discussions about your company that occur on social media.
• Leverage web analytics.
• Gather Net Promoter Score (NPS) data.

Look for information that references:

• How customers initially found your brand
• When/if customers purchase or cancel
• How easy or difficult they found your website to use
• What problems your brand did or didn’t solve

Collecting both qualitative and quantitative information throughout your research process ensures your business makes data-driven decisions based on the voice of real customers. To assist when conducting persona research, use one of our user persona templates .

Discover more ways to understand the Voice of the Customer

3. Define customer touchpoints

Customer touchpoints make up the majority of your customer journey map. They are how and where customers interact with and experience your brand. As you research and plot your touchpoints, be sure to include information addressing elements of action, emotion, and potential challenges. 

The number and type of touchpoints on your customer journey map will depend on the type of business. For example, a customer’s journey with a SaaS company will be inherently different than that of a coffee shop experience. Simply choose the touchpoints which accurately reflect a customer’s journey with your brand.

After you define your touchpoints, you can then start arranging them on your customer journey map.

4. Map the current state

Create what you believe is your as-is state of the customer journey, the current customer experience. Use a visual workspace like Lucidchart, and start organizing your data and touchpoints. Prioritize the right content over aesthetics. Invite input from the stakeholders and build your customer journey map collaboratively to ensure accuracy. 

Again, there is no “correct” way to format your customer journey map, but for each phase along the journey timeline, include the touchpoints, actions, channels, and assigned ownership of a touchpoint (sales, customer service, marketing, etc.). Then, customize your diagram design with images, color, and shape variation to better visualize the different actions, emotions, transitions, etc. at a glance.

Mapping your current state will also help you start to identify gaps or red flags in the experience. Collaborators can comment directly on different parts of your diagram in Lucidchart, so it’s clear exactly where there’s room for improvement.

5. Map future states

Now that you’ve visualized the current state of the customer journey, your map will probably show some gaps in your CX, information overlap, poor transitions between stages, and significant pain points or obstacles for customers.

Use hotspots and layers in Lucidchart to easily map out potential solutions and quickly compare the current state of the customer journey with the ideal future state. Present your findings company-wide to bring everyone up to speed on the areas that need to be improved, with a clear roadmap for expected change and how their roles will play a part in improving the customer journey.

Customer journey map templates

You have all the right information for a customer journey map, but it can be difficult to know exactly how to start arranging the information in a digestible, visually appealing way. These customer journey mapping examples can help you get started and gain some inspiration about what—and how much—to include and where.

Don’t let the possibility of a bad customer journey keep you up at night. Know the current state of the customer journey with you business, and make the changes you need to attract and keep customers happy.

Customer journey mapping is easy with Lucidchart.

Lucidchart, a cloud-based intelligent diagramming application, is a core component of Lucid Software's Visual Collaboration Suite. This intuitive, cloud-based solution empowers teams to collaborate in real-time to build flowcharts, mockups, UML diagrams, customer journey maps, and more. Lucidchart propels teams forward to build the future faster. Lucid is proud to serve top businesses around the world, including customers such as Google, GE, and NBC Universal, and 99% of the Fortune 500. Lucid partners with industry leaders, including Google, Atlassian, and Microsoft. Since its founding, Lucid has received numerous awards for its products, business, and workplace culture. For more information, visit lucidchart.com.

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• How To Create A Customer Journey Analytics Dashboard (Tools Included!) 

B2B customer journeys are complex. The average sales cycle can last more than 4 months. They involve several stakeholders and touchpoints across campaigns, websites, sales initiatives, and more.  

It’s no wonder that 77% of B2B customers find the act of buying difficult. It’s hardly any easier for B2B sellers.  

With customer journey analytics dashboards, it doesn’t have to be this way. 

This article explores what customer journey analytics is and why it’s important. We also discuss a step-by-step process to create a customer journey analytics dashboard. And in conclusion, we highlight 7 customer journey analytics software for your consideration. 

What Is A Customer Journey Analytics Dashboard? 

A customer journey analytics dashboard is a tool that tracks and visualizes customer touchpoints. It improve sales and marketing performance, customer retention, and business growth.  

Customer journey analytics software track and improve conversions. They unify data across campaigns, websites, and products. This, in turn, refines the customer experience at every stage of the sales cycle . Building a customer journey analytics dashboard has a couple of other benefits. Let’s take a look at them.  

What Are The Benefits Of Customer Journey Analytics? 

There are several benefits of customer journey analytics, such as:  

1. Data-driven decision making

Customer journey analytics provides data-driven insights into customer behavior. Rather than relying on intuition or guesswork, journey analytics quantifies what influences conversions. 

2. Optimize resource allocation  

Measure the value of every customer touchpoint on conversions. This reallocates budgets and efforts towards initiatives that drive results. In turn, it optimizes resource allocation and reduces budget leakage.  

3. Align sales and marketing teams  

Achieve end-to-end visibility into how leads are progressing along the customer journey . This shared view of the buying process helps reduce siloed data and promotes go-to-market alignment. 

4. Boost customer experience  

Once you have visibility across the customer journey, you’ll be in a better place to identify points of friction that need refinement. Customer journey analytics help you track every point of contact, channel used, and buyer stage visually on a single dashboard.  

5. Higher customer retention  

The benefits of customer journey analytics extend beyond converting leads to customers. It also helps you understand product usage, engage with existing customers, and bolster customer loyalty. 

How Is Customer Journey Analytics Different From Customer Journey Mapping? 

Although they’re related, customer journey analytics and mapping are different concepts. 

Customer journey mapping refers to qualitative visualization of customer touchpoints while customer journey analytics relies on quantitative data for behavioral insight. Here’s a detailed breakdown of the differences between the two: 

It helps to use both customer journey mapping and customer journey analytics in tandem. This provides a better sense of customer interactions with your company.  

Step-By-Step Guide To Creating Customer Journey Analytics Dashboards 

So far, we’ve discussed what customer journey analytics is and why it’s important. But how does one go about putting together a customer journey analytics dashboard? Let’s find out: 

1. Understand your data sources 

Customer journey analytics relies on customer data. It’s key to connect the dots between marketing, sales, product, and customer support. 

Accordingly, the first step involves integrating campaigns, social media, website, and CRM data. This can be tedious and time-consuming to do manually. Luckily, several off-the-shelf tools, like LeadSquared , offer no-code solutions to integrate data together.

2. Decide your KPIs and set goals 

Once the relevant data is in place, teams must decide what metrics and KPIs matter the most.  

Customer journey analytics dashboards should be as intuitive as they are comprehensive. Loading up several irrelevant KPIs will result in convoluted dashboards. Here are a couple of common reports to consider including: 

• Marketing funnel

A marketing funnel provides a bird’s eye view of customers in the sales cycle. 

• Sales velocity

B2B sales cycles are lengthy and, on average, involve at least 6 decision makers . It helps to keep track of the speed at which leads are moving along the sales cycle. For one, this helps gauge expected sales pipeline . For another, it sheds light onto which stage of the sales cycle is taking longer than necessary.  

Your website is receiving voluminous traffic, but where are visitors coming from?  

And more importantly, where are ICPs coming from? Social posts, search ads, or events? Connecting the dots between campaigns, web, and CRM helps answer these questions. It allows teams to refocus efforts towards initiatives that work best. 

• Conversion rate  

Conversion rate measures the percentage of prospects moving through each stage of the sales funnel. It helps identify disproportionate points of drop offs that might indicate areas of improvement. 

• Attribution  

We’ve established that customer journeys involve several touchpoints. Attribution analysis helps understand the influence of each customer touchpoint on conversions. There are several types of attribution models such as linear, U-shaped, and time-decay. Each model assigns credit to touchpoints differently, based on their recency and relative impact on conversion.  

• Churn  

Customer churn measures the percentage of existing customers who stop paying for a product over a period of time. A high churn rate may indicate poor customer support, product shortcomings, or superior alternatives available in the market. It’s generally the product and customer success team’s responsibility to keep churn low. 

3. Leverage a dashboarding tool to integrate key data 

So far, we have all our data and we know what we want to measure. Now, it’s finally time to leverage dashboarding tools for customer journey analytics. A few years ago it might have made sense to build dashboarding software inhouse. But these days, a wide range of cost-effective plug and play solutions cater to most use-cases. We’ll review a few popular tools in the next section. 

4. Visualize your data to understand points of friction 

Customer journey dashboards support powerful visualizations to pinpoint where leads are dropping off. By identifying where leads lose interest, teams can prioritize areas of improvement.  

5. Test and iterate using data from your dashboard 

The last step is to experiment with marketing, sales, and product initiatives. It’s important to monitor performance with the dashboard. Data-driven iterations will help make gradual improvements to conversions, retention , and customer experience.  

Now, let’s review a few analytics tools that help businesses track and improve the customer journey.  

The Top 7 Customer Journey Analytics Tools

There are several tools that help track, analyze, and optimize the customer journey. Let’s review 7 of them:

1. LeadSquared 

LeadSquared is a robust customer relationship management and marketing automation platform. It provides lead tracking, customer data platform, and revenue reporting features amongst others. 

CRMs like LeadSquared are essential for customer journey analytics. They act as the single source of truth for most customer data across marketing and sales efforts.  

Key Features  

• Lead Tracking 
• Lead Qualification 
• Lead Scoring 
• User Activity Tracking  
• Tracking Sales KPIs  
• Marketing Automation Reports (which include campaign ROI, channel-wise performance, and more) 

Pricing  

LeadSquared offers three packages that differ based on the features offered. The Lite plan $25 per user/month while Pro costs $50 per user/month and Super is proced at $100 per user/month. Businesses can also request for a custom pricing plan based on the features that they require.  

2. Factors.ai 

Factors is an AI-fueled account analytics and multi-touch attribution platform. It unifies customer data across campaigns, website, and CRM to report KPIs and insights. Factors offers a range of power customer journey analytics features including: 

• Visitor identification   
• Account and user timelines 
• AI-fueled CRO insights 
• Customizable dashboarding 
• Funnels and path analysis  

The package starts at $99/month for visitor identification. Journey analytics and attribution plans start at $399/month. The pricing depends on the number of monthly visitors.  

3. Hotjar 

Hotjar is a behavior analytics and feedback tool. It helps businesses monitor user behavior on websites and mobile applications. Hotjar is useful for product marketers and UX teams. It improves website performance and conversion rates. 

• Heatmaps 
• Session recordings 
• Surveys 
• Feedback polls 
• Interview tools 

Hotjar offers a free plan for up to 35 daily sessions as well as unlimited heatmaps. Its paid plans start at $35/month for 100 daily sessions and scales up based on the number of daily sessions.

4. MoEngage 

MoEngage is a customer engagement platform that helps businesses with personalized, multi-channel communication. It’s used by a wide range of industries including SaaS, e-commerce, and finance to drive user engagement and retention. Here are a few key features:      Key Features   

• Customer analytics   
• Customer journey orchestration 
• Website personalization 

Moengage does not reveal its pricing but offers two plans: Grow and Scale. Grow is better suited for smaller teams with limited budgets and use-cases. Scale is for enterprises with involved, multi-functional requirements. You can learn more by getting in touch with their team . 

5. Totango 

Customer journeys extend beyond the signing of the contract. Tracking post-purchase customer service can help you boost retention as well. Totango as a customer success platform, tracks and manages customer relationships with the following features: 

• Health scores  
• Customer segmentation  
• Activity tracking  
• Customer journey mapping. 

Pricing   

Totango offers a free community plan. Its paid plans start at $249/mo for 200 customer accounts. Pricing scales with number of customer accounts, number of seats, and extra features. 

6. Mixpanel 

Mixpanel is a leading product and event analytics platform. This tool delivers real-time customer journey insights to support data-driven decisions. Product teams, marketers, and data teams use Mixpanel to improve customer engagement. 

• User tracking 
• User segmentation 
• Funnel analysis 
• A/B testing 
• Dashboarding 

Mixpanel offers a generous free plan for up to 20 million monthly events. This includes core user journey analysis features. Its paid plans start at $20/mo and can extend to more than $1000/mo based on the number of monthly events. 

7. FullStory 

FullStory is a digital experience and product analytics platform. It helps users identify what’s working and what’s not across the customer journey. FullStory helps product teams, UX designers, and customer success teams improve customer experience 

Key Features:   

• Intent signals  
• Funnels  
• User journeys  
• Heat maps  

FullStory does not reveal pricing but offers three plans : Business, Advanced, and Enterprise. Now that you have a couple of options to choose from, here comes the tough bit.

How to Choose a Customer Journey Analytics Tool for your Business? 

Every business has different requirements. While all the customer journey analytics tools covered provide comprehensive solutions, some may be better suited to your company than others. Here’s how to go about choosing the right tool for you: 

1. Define needs: Start by identifying your business needs and objectives. What KPIs are you looking to track and optimize? What function needs to improve performance? It wouldn’t make too much sense to invest in a heat mapping  tool like Hotjar when the issue you’re trying to solve for is churn. Instead, a customer success management tool like Totango would be a better option.  

2. Assess integration capabilities: It’s important to avoid siloed data. Ensure that the tools you’re evaluating integrate seamlessly with your existing techstack. The ability to connect data from multiple sources provides a holistic picture of the customer journey and eliminates unnecessary developer dependencies. 

3. Consider pricing and customer support: There’s a wide range of pricing models when it comes to customer journey analytics tools based on volume of data, number of users, and functionality. For instance, enterprise tools are chock-full of advanced features that may be redundant or overly expensive for smaller teams. Also consider customer success management and technical support for each tool to ensure long term compatibility.  

4. UI and accessibility : A tool is only as useful as it is usable. Customer journey analytics is a relatively involved and technical concept. Prioritize tools with intuitive UI to ensure you receive actionable value. It should also be flexible enough to accommodate business-specific requirements like customer KPIs and dashboards. 

5. Security compliance: Given that customer journey analytics involves sensitive customer data, it’s important to take security compliance into account. Industry-standard privacy regulations like GDPR and SOC2 must be met to ensure safety.  

I hope this comprehensive guide helped you understand customer journey analytics and it’s benefits in detail. If you need any help choosing a tool to analyse customer journeys or would like to give LeadSquared a shot, you can schedule a demo today.  

The purpose is to track, analyze, and optimize the customer journey from first touch to last. Customer journey analytics is valuable to marketing, sales, product, and customer success. It refines the customer experience, drive conversions, and improve retention . 

There are several ways to visualize the customer journey. Here are a few common methods:    1. Path analysis: Path analysis tracks a sequence of events that lead to a conversion goal. They’re usually represented as a flow chart.  2. Heat-map: Heat-maps represent customer behavior and highlight points of high and low engagement. This helps UX teams see what parts of the website are intuitive or unintuitive   3. Account timeline: Account timelines are linear representation  of the customer journey. They  show account-level touchpoints that occur over a period of time. 

Ranga is a product marketer at Factors.ai with a keen passion for beautiful product design and intuitive UX. Connect with him on LinkedIn or reach out at [email protected]

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How to Create a Customer Journey Map with Templates and Examples

Using data gathered from feedback surveys , online reviews, and other customer satisfaction metrics , a customer journey map is used to tell the story of a customer’s lifetime relationship with a company. Depending on the customer persona, this relationship can be as short as a few minutes or as long as many years. Customer journey maps are useful tools for visualizing the quality of each interaction and the customer’s reaction to that touchpoint as they move up the brand equity pyramid .

You can download our customer journey map template, or continue reading to learn more about creating your own.

Table of Contents:

Customer Journey Map: Understanding the Basics

• How to Create a Customer Journey Map in 7 Steps:
• Determine Target Personas
• Define Your Customer Touchpoints, Actions, and Reactions
• Break Out Touchpoints and Actions Into Phases
• Test the Customer Journey Map
• Complete the Customer Journey Map with Persona Data
• Identify Areas of Improvement
• Create a Corresponding “Business Actions” Map

Customer Journey Map Examples

• Customer Journey Map Downloadable Template

Before we dive into creating your own customer journey map, it’s important to cover the basic ideas behind these types of visualizations and why they’re helpful for businesses.

How Journey Map Tracking Helps Businesses Understand Customers

As we briefly mentioned earlier, customer journey maps are tools that help you visualize the specific steps customers go through when interacting with your business. Using buyer personas (a semi-fictional representation of a type of customer based on market research and real customer data, as defined by Hubspot ) you can track the path different customers take on the road to conversion and pinpoint failed or successful interactions. This ultimately helps you do things like:

• Allocate advertising budgets to channels that produce the most positive responses
• Collaborate across teams to improve touchpoints that continuously produce a negative reaction
• Retain and satisfy existing customers by improving previous customers’ churn points

What Are Customer “Touchpoints”?

Customer touchpoints are any interaction someone has with your brand. These could be awareness-based touchpoints, where a potential customer learns about your company for the first time through things like:

• Social media ads
• Reading an online review
• Finding your site through organic search

Or, touchpoints can be more direct interactions such as:

• Clicking a product and reading the description
• Adding a product to their shopping cart
• Making a call to your customer service center
• Signing up for an email newsletter

Depending on the structure of your business, your customer journey map can cover just the main customer touchpoints on your buyer journey, or it can encompass any small interaction that can occur as well. Your ability to create a broad or detailed customer journey map will also depend on the customer data available to you.

How to Create a Customer Journey Map in 7 Steps

Though there are many customer journey map templates available online (including ours at the end of this article) it’s still good to understand the fundamental ideas behind how these maps are created so you can learn to customize each to suit your needs.

Step 1: Determine Target Personas

Each customer journey map is meant to demonstrate just one segment of your customer base, so it should be built specifically for each persona. Many businesses already have personas built for other purposes such as targeted ad campaigns, but if you haven’t, they aren’t too hard to construct. Utilizing your existing user data, create mock customers based on factors like:

• Demographic data (age, gender, location, etc.)
• How they first learned about your company
• Their budget
• What their goals are when purchasing from you
• What’s most important to them when buying
• Pain points that your company either does or could address

Then, decide which persona you’re going to target for this iteration of your customer journey map. For example, you could focus on the “tech-forward business executive” or the “Millennial startup owner,” whichever customer type you want to learn more about and improve the customer experience for.

Step 2: Define Your Customer Touchpoints, Actions, and Reactions

Once you’ve decided on your target persona, the next step is to define the customer touchpoints you want to track. As we talked about earlier, customer journey maps can be used to paint a broad picture of the buyer journey or track every little interaction possible. It’s up to you to determine what the most useful route will be for your project and where you want to focus your efforts.

It can be helpful at this step to list out every touchpoint you can think of, and then narrow down as needed. You’ll likely need to collaborate across teams to make sure you’re covering every type of customer interaction.

When you have your list of touchpoints compiled, it’s then easy to construct a corresponding list of customer actions. For example, if the touchpoint is “reads online review,” then the logical action would be “searches for company/product online.” After that, the next touchpoint would be “homepage/landing page” and the action would be “reads about product details.” You can see how building your customer journey map becomes easier once you get started.

In addition to touchpoints and actions, the third metric you will need to track in your journey map is customer reactions. These can be as basic as “positive and negative,” or be broken down further into numerical scales or other ratings. Customers take each action based on their reaction to the previous touchpoint. For example, a progression could look something like:

Touchpoint: targeted ad, Reaction: positive, Action: clicks ad > Touchpoint: ad landing page, Reaction: neutral, Action: reviews additional competitor options

It’s important to track each of these points concurrently to understand where customer pain points come from.

Step 3: Break Out Touchpoints and Actions Into Phases

Once you have all of your touchpoints, actions, and reactions listed, put them in a logical order that follows the actual buyer journey. At this point, it can be helpful to break out the list into overall phases in order to get a clearer visualization of the process. Again, these phases can be named whatever makes the most sense for your business. If you want to keep things general, you could follow a specific model, for example, the brand equity pyramid, and use the related phases of “brand salience,” “brand meaning,” “brand response,” and “brand resonance.”

It may be more helpful to name your phases something more specific, however, so you could also structure the map into sections labeled “Discovery,” “Exploration,” “Comparison,” “Conversion,” and “Retention” in order to better represent the customer’s thought processes. Though this step is optional, it’s easier to look at a chart that is broken down into larger phases vs a timeline that just details every specific interaction.

Step 4: Test the Customer Journey Map

Now that you’ve established the basic structure of your map via touchpoints grouped into phases, you should have a few different people run through the map to make sure your model is sound. Put yourself into the shoes of your target persona and pretend you are going through each touchpoint as that type of customer. At each point, stop and ask yourself “What would the customer do next?” The point of this exercise is just to ensure that you’re not leaving out any vital steps in the customer journey and that the map follows a logical progression.

Step 5: Complete the Customer Journey Map with Persona Data

Now that you’ve properly set up your customer journey map and tested it for any missing pieces, all that’s left to do is fill in the persona data. From your persona creation process, you should already have a good understanding of each type’s reasons for interacting with your business and what their specific pain points are. Using customer feedback data, abandoned cart data, advertising data, page bounce rate data, and other sources of customer information, you can reconstruct what the typical buyer’s journey looks like for this segment, including their unique actions and reactions at each step.

Step 6: Identify Areas of Improvement

The main purpose of creating customer journey maps is to display your data in a way that’s easier to visualize than numbers in a spreadsheet. If you’ve displayed your persona data accurately, then it should be simple enough to determine where customers are dropping out of the buyer’s journey. Look for places with negative reaction scores, especially scores that lead to customers bouncing from your site, and identify why this is.

At this point in your analysis, it can be helpful to add a new section to your customer journey map called something like “Pain Points,” “Reaction Explanations,” or simply “Why?” In this section, you can add notes or theories about why those negative reactions are occurring. Sometimes figuring out the issue can be a simple matter of walking through the buyer’s journey yourself (perhaps you discover something like an ad pointing to an unrelated landing page) or running additional customer feedback surveys to gather more data about a particular touchpoint.

Step 7: Create a Corresponding “Business Actions” Map

Now that you’ve pinpointed steps on the customer journey that are causing negative reactions, you should be able to identify what your company needs to do to improve these interactions. However, when you aren’t able to determine exactly what is causing these negative reactions, it’s hard to know what to do to fix them. As mentioned, you can always run additional customer feedback surveys to try to shed some light on the issue, but you may be able to discover more immediate fixes by creating a “business actions” map that corresponds to your customer journey map.

While a customer journey map is structured from the customer’s point of view, this reverse map would look at the same touchpoints and actions but from the business’s point of view. For example, if a customer submits a return request, what actions does the returns team take in response? Having each step detailed like this helps you paint a more holistic picture of your business processes to find unexpected areas of customer friction where things may be slipping through the cracks.

Just like customer data in a spreadsheet, there’s only so much you can explain with words on a page. Take a look at the customer journey map examples below to better visualize how these tools can help your business operations.

Hubspot’s simple example helps you understand customer motivations on a basic level, and is most useful for companies without in-depth persona data.

Bright Vessel’s customer journey map is color-coordinated so each department can easily see which touchpoints and actions they are responsible for.

Digital.gov’s example allows for more in-depth customer details, helping you better visualize your personas.

Customer Journey Map Template

Below is a customer journey map template that you can download, edit, and customize to represent your business’s needs.

Customer journey maps are an essential tool for any business looking to learn more about customer pain points on the buyer’s journey. But in order to create these maps, you first need to gather customer data. Chattermill can help you collect, manage, and analyze your customer feedback with our AI-powered software. Contact us to learn more.

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About Customer Journey Reports

Enable tracking on customer journeys to collect and analyze data on clicks, opens, social activity, purchases, and more. Customer journey reports display data from the beginning of each journey to the present day. This data can help you identify patterns in contact engagement. Applying these insights can help you improve and target your campaign content.

In this article, you’ll learn how customer journey reports work and what information is included.

Things to know

Here are some things you should know about customer journey reports.

• Journey reports are available for active and paused journeys.
• Open and click tracking must be turned on in an email campaign for those statistics to populate in a report.
• Journey reports can be viewed on your mobile device. To learn more, check out View Customer Journey Reports on Mobile .

View a customer journey report

To view the analytics for a series of journey points, follow these steps.

About customer journey metrics

You’ll see summary report data in the Performance section and a list of campaigns in the Emails section.

Performance

The Performance section gives you an overview of campaign statistics.

To customize the Performance section, click on the Edit icon to choose the displayed metrics.

You can choose any of these metrics:

• Emails sent The number of emails that were sent.
• Open rate The percentage of total recipients (successful deliveries) who opened the email campaign.
• Click rate The percentage of delivered emails that registered at least one click.
• Unsubscribe rate The percentage of recipients who opened the email campaign and unsubscribed.
• Opened The number of recipients who opened the email campaign.
• Total opens The number of times an email was opened.
• Clicked The number of recipients who clicked any tracked link.
• Unsubscribed The number of recipients who unsubscribed from an email campaign.
• Clicks per unique opens The percentage of recipients who opened the email campaign and then clicked a link.
• Revenue The dollar amount you've made on an order after it's placed, minus taxes and shipping fees.
• Orders The total number of orders placed, including any refunded or canceled orders.
• Average order revenue The average dollar amount of revenue generated from each order, minus taxes and shipping fees.
• Total journeys started The number of times the journey has been started by contacts, including multiple starts from the same contact.
• Total journeys completed The number of times the journey has been completed by contacts, including multiple completions from the same contact.
• Unique journeys started The number of unique contacts who started the journey.
• Unique journeys completed The number of unique contacts who completed the journey.

If you have additional metrics, click View More to see the full list.

The Emails section lists all the campaigns from the beginning of the journey to today, as well as recipient count, open rate, and click rate. Click on a listing to see the report for that campaign. Click Export to download a report.

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How to create customer journey reports in HubSpot

Sam Banks, our Technical Digital Strategist at Fuelius, explains how to create customer journey reports, watch the video or follow the guide below...

Hub: Marketing Difficulty: Medium Tier: Enterprise Within this article, we will be going through the newly released customer journey analytics. This was a super cool update that came out in inbound 2022, and essentially what this allows you to do is take the visualisations of Google Analytics and mix that with the simplicity of the HubSpot report builder. What this will allow you to do is create visualisations on your overall marketing journey and how context flows through that actual journey and where your volume is, but more importantly, where your drop-offs are as well. Being able to really look at your journey from a high level and looking at where you can optimise and improve because again, HubSpot gives you that platform of all those tools, with those native functions. But, being able to see where the quick wins are and where you can really optimise is where the value of the platform lies. Let's get into it.

Create a report

Conversion elements, the journey, exporting data, saving your customer journey.

Where you want to be heading is in HubSpot, under reports. You can see each time you go into analytics tools, it's prompting you that Customer Journey reports have just launched. This won't be here forever, so if you go to reports and then reports once more, it will take you to the overall reporting library. From here, if you go to create a report, you will see that Customer Journey reports are now actioned on the screen. If you select that, what you'll actually see is you can now start to build journey analytics based on the visualisations you want to build. So, down the left-hand side, there are certain touch points which you may want to actually build onto your visualisation. You could do it on life cycle stages and it will start to show how life cycle stages interact with more soft elements of the marketing journey. Or, you could just create a general funnel, such as page views to form submissions. Scroll down to where it says web pages, and drag page visitors as your first touchpoint on our journey analytics.

Then, you will start to build in conversion elements, for example, looking at how many people viewed a form and then how many people submitted a form. Then what you want to do following that is looking at under life cycle stages, how many marketing-qualified leads came from that? So, as you can see, you can do a maximum of seven as of right now at the time of the above recording, and you can then select the visualisation, as well as the date range.

As of October 2022, you can only do the last 30 days of data that may be subject to change in the future. But, if you do the past 30 days, that will give a holistic overview and what you can then do is press run report. As you can see, HubSpot then starts to build your report on the right-hand side where you can see its refreshing information. It may take a minute or so, just as it collects the data. As you can see, it's now building a contact funnel of the last 30 days of the different touch points you have built in your journey. So you can see if you hover over it, in the video example 66 contacts, visited pages in the last 30 days. Of those 66, only 42 looked at a form. So, that's 42 individuals, not 42 form views. Don't get that mixed up. And then only 33 of those contacts went on to do a form submission. Then what you can do is look at how many of those contacts were either marketing-qualified leads, or became marketing-qualified leads.

What you're quickly doing is seeing a bit of a waterfall and how that transcends down the journey. So, you can see overall the total conversion of that path is 33.33%, whereas, the average time to conversion is 31.5 hours. So, you will know that when you are trying to push people down the journey, it takes an average of 30 hours between the stages for someone to do that, for the entirety of the journey. What you can look at, if you are looking to do this and you have a lead time or a deadline that you are working towards, you have to allow for 30 hours for someone to go from step one through the funnel of what you have just built. If you scroll down, you can see a table element. So, you can see that you've got the next step conversion, how many conversions happen there? So again, it's building on the fundamentals of funnel reporting that HubFuel had out of the box as well.

You can export this data, which will allow you to export all this to a table or an Excel or CSV manner. What you should do is call this customer journey, pages visited forms, to MQLs. You can then save that report, like a normal report and add it to an existing dashboard. Alternatively, what you can do is whenever you've built your touchpoints, you can add filters. You could say that it's only on a particular page, so only certain URLs you want to track on this. Maybe on forms, it's certain forms or maybe on the marketing qualified leads, you just want to track marketing qualified leads. The really cool thing about this is funnel reporting up to now has been quite formulaic in how it's laid out, so it's standardised. You can actually use this in tandem with custom behavioural events, which Fuelius has done a video on . But essentially you can create custom events, like custom goals in Google Analytics and track micro goals within your journey, not just hard conversion points as well.

So, from there you would just press save, add to the dashboard, select your dashboard, and then from there you would save it. That's how to build a customer journey in HubSpot. Again, super easy to do. You have completed it there in six minutes and it's given us some really insightful data. Everything as standard is interactive, so once it's on the dashboard, you'll be able to click in and see the contacts, and also export that data going forward. Are you now ready to jump in? It is in beta at the moment, so see what you can do with it. Check out all of that granular data you probably didn't have access to beforehand and let's see what you can build with Journey Analytics in HubSpot.

If you're looking for further HubSpot support, our team would ❤️ to help you out! Book a call with us today or head over to our video hub for more HubSpot tips .

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What is Customer Journey Analytics

Published: June 28, 2023

A customer doesn’t just mindlessly purchase a product or service. They go through an entire journey, from discovering your brand, to purchasing your product or service, to sometimes recommending it to someone else. 

To make sense of your customer’s journey, you’ll need to leverage customer journey analytics.

Every business, startup or enterprise — in any industry — needs to understand how customers interact with their brand. Insights gathered from customer journey analytics can help, while leading to increased customer lifetime value, customer loyalty, and revenue growth. 

In this blog post, we cover the following:

What is customer journey analytics?

• Customer Journey Stages
• Customer Journey Analytics Benefits

Customer Journey Analytics Software

• Customer Journey Analytics vs. Customer Journey Mapping

Customer journey analytics is a collection of data that helps you to understand how your prospects or customers behave, engage, and convert along the customer journey. 

Customer journey analytics often begins with a customer journey map , which is a visual representation of every step the customer goes through with your business. Then, it applies data on how your customer behaves throughout different phases of that map,  to help you assess the effect your customers’ journey has on your business, or what’s holding customer’s back from completing that journey and purchasing a product

Customer Journey Analytics Steps

1. outline a customer journey map..

Create your customer journey map using HubSpot’s template

The first step to customer journey analytics is creating a customer journey map. A typical customer journey map includes the following: the buying process, user actions, emotions, pain points, and solutions. The customer journey map is the foundation for further analysis.

2. Identify the right analytics tools.

To accurately conduct customer journey analysis, you'll need the right tools. 

A good customer journey analytics tool will monitor, track, and analyze data like website data, conversion data, and detail data across multiple channels.

Customer data platforms (CDPs) also play a role in supporting customer journey analytics. The platforms assign unique IDs to your website and app to build single customer views, which can include information such as location, browser, device type, operating system, historical transactions, and visitor logs.

3. Collect your data.

A robust analytics platform should enable you to collect data on customer behavior. Data can be broken down into two main buckets: user data and interaction data. 

• User data: Provides context on a user and their traits. Data can include email, age, industry, and occupation.
• Interaction data: Gives information about how a user interacts with your product or service.

4. Analyze data.

Data in itself is not meaningful without analysis. The purpose of customer journey analytics is to make sense of the data and extract insights that can inform your business strategy. 

For example, an e-commerce company might identify, through analysis, that requiring customers to create an account to complete a purchase leads to the customer not completing the purchase — a solution could be implementing a guest checkout option.

5. Update customer journey map.

Using the insights you’ve gained, you can now update the customer journey map accordingly. For example, you might add additional pain points uncovered through data analysis, like requiring customers to create accounts to complete a purchase.

6. Use customer journey analytics to test new strategies.

The next step is to figure out how to enhance the customer journey experience. Testing new strategies like adding a guest checkout option, making the account creation process faster with fewer steps, and sending abandoned cart emails are all examples.

Benefits of Customer Journey Analytics

By leveraging customer journey analytics, you'll be able to improve your customer’s experience with actionable insights, while unlocking benefits like:

Better Understanding Customers

By gathering and synthesizing data, you will better understand what aspects of the buyer’s journey lead them to purchase a product or service, or not. For example, an e-commerce company might learn that customers that come from a specific social media platform are more likely to buy, or discover that certain audience demographics or affinities are more likely to become leads.

Pinpointing Where You’re Losing Customers

Not all customers follow through, and unless they fill out a survey, it can be difficult to figure out why they churn. By leveraging customer journey analytics, you can pinpoint where you’re losing potential customers. 

For example, a business can lose potential customers during channel or device transitions. A prospect  might start filling out a form on a mobile device but choose to complete it on a laptop. If information entered is lost, the potential customer might not take the time to complete the signup process.

Optimizing and Solving for Prospects

With a better understanding of customers’ pain points and the reasons behind them, you'll be able to figure out how to improve and strategize around an accurate customer journey.

Improve ROI

Are your investments in customer experience worth it? By using customer journey analytics, you’ll be able to measure ROI for customer experience initiatives. From there, you can streamline, remove, or cost cut initiatives that don’t benefit your bottom line, or double down on the aspects of the buyer’s journey that do.

For instance, if you run an incredibly expensive advertising campaign that doesn’t yield the same level of new customers or purchase page visits as unpaid or more in-house content, you can aim to save money on ads and focus on the more affordable strategies that actually earn you money.

1. HubSpot Marketing Hub: Advanced Marketing Reporting

Get started with customer journey analytics

HubSpot Marketing Hub is equipped with robust customer journey analytics capabilities and tools, which can map data around conversions, leads, deals, and website engagements around different stages of the customer journey. 

The Advanced Marketing Reporting tool also enables you to  attribute every customer interaction to revenue, analyze conversion rates and time between nurturing path steps, and provides further data to help you build informed strategies that can improve ROI and purchase rates.

2. Content Square

Content Square captures UX, performance and product, and content data throughout the customer journey. The platform also enables you to visualize metrics so that they are easily digestible. You will be able to get insights like bounce rate and number of lost conversions, and dig deeper to pinpoint why.

3. Google Analytics

Google Analytics is a widely used website analytics software that enables you to track user behavior on different platforms, including mobile applications. Features like daily traffic reporting give you insight into what visitors are engaging with. Plus, its Analytics Amplifier can combine Google Analytics and HubSpot data .

Customer Journey Mapping vs. Customer Journey Analytics

Customer journey analytics and customer journey mapping are often confused with each other. Although they’re complementary,  customer journey mapping visually presents customer journey stages from start to finish, while customer journey analytics offers data about a  customers’ interactions in each stage.

Customer journey maps often include the following:

• The buying process: By pulling data from places like CMS and prospecting tools, you will be able to figure out what goes into a customer’s purchasing process. 
• User actions: This part of the customer journey map details the actions the customer takes throughout their journey.
• Emotions: Emotions help color your understanding of how your customer is feeling and reacting as they go through their journey with your business.
• Pain points: Adding pain points to your customer journey map gives you a comprehensive picture of the challenges your customer may experience.
• Solutions: Figuring out solutions can help your customers experience fewer pain points. The data and insights you’ve gathered can help inform your solutions.

Customer journey analytics delves deeper. The customer journey map is the “what” and customer journey analytics is the “why” because it organizes customer or prospect data around each stage.  

Here’s an example of how customer journey analytics works in HubSpot Marketing Hub:

HubSpot’s Advanced Marketing Reporting Tool  

Customer Journey Map vs. Analytics Example: Let’s say your business offers CMS tools and your ideal customer, a graphic design firm, finds you through a targeted Instagram ad.

In the customer journey map you’ve built , your target customer considers using your CMS tools to build a new website that showcases their strengths. They schedule a demo before trying the free version and are initially excited, but become frustrated with the limited design elements offered by the free version. Their biggest pain point quickly becomes lack of versatility. They then look into purchasing the paid version or go to a cheaper competitor.

With customer journey analytics, you’ll apply real-time data to that map: From journey mapping, you’ve identified the steps your customer often takes  and their common pain points. A strong customer journey analytics tool can then collect, aggregate, synthesize, and visualize data to help you make sense of your customer’s actions and see if your mapping and journey-based strategies work. 

For example, data might show how your customer is interacting with your product. 

A good Customer Journey Analytics platform combines data like user data, survey results, and website analytics, you can gain a comprehensive view of why your customer is experiencing those pain points and consequently address their concerns.

Cultivate an Impactful Customer Journey

In order to remain competitive, it is important to understand and create strategies to enhance the customer’s journey. Customer Journey Analytics is just one component. Other key steps include creating buyer personas , mapping out the customer journey , and continuously updating strategies based on data.

To get started with improving the customer journey, learn more about HubSpot’s marketing solution Marketing Hub .

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How to conduct research for customer journey-mapping.

February 10, 2019 2019-02-10

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In This Article:

Introduction, why conduct research for customer-journey maps, step 1: look for existing data first, step 2: conduct qualitative research, plan a multipronged, qualitative research study, complement qualitative research with quantitative data.

Customer-journey maps visualize the steps that a person goes through in order to accomplish a goal. To be convincing and compelling, journey maps must be based in truth, rather than a fairy-tale–like depiction of how we would like users to interact with our products.

This article is a discussion of which research methods are appropriate for collecting data to create a customer-journey map. Additional articles discuss  when to create customer-journey maps , the 5-step process for creating journey maps , and  journey mapping in real life .

Research can be expensive and time-consuming, so what’s wrong with creating and using an assumption map based on stakeholder input and cutting out the research phase? While stakeholders do hold valuable knowledge about different areas of the customer journey, most of them do not have a broad enough perspective of the customer journey, nor a deep enough perspective of users needs at each stage, to be able to piece together a realistic, comprehensive view.

A journey map based on assumptions alone carries two risks:

• It carries less weight and is more likely to be written off as “anecdotal” than seen as a compelling tool to drive change.
• Team members may end up using what is actually an inaccurate map to make decisions that alter the experience (for better or worse).

Before beginning research for your journey-mapping initiative, spend some time looking for existing, relevant data within your organization. There is often existing (though disparate) information about the journey buried throughout various past internal efforts. This data, both qualitative (e.g., data from past focus groups, customer-support call logs, etc.) and quantitative (analytics, customer-satisfaction scores, etc.) can give you clues about how to shape and focus the content of your research efforts.

You may be tempted to use existing quantitative data as the basis for your journey map. While quantitative data can give you a high-level understanding of customers’ general attitudes and levels of satisfaction for specific interactions (think: NPS ), it is less appropriate for understanding emotions, mindsets, and motivations at the level required for effectively depicting the entire journey.

For this type of insight, qualitative research methods that allow you to directly observe or converse with customers are a better use of your time. Consider the following qualitative research methods that will allow you to understand users’ thoughts, feelings, and actions at each phase of the customer journey:

Customer or User Interviews

Interviews allow you to hear first-hand stories about customers’ experiences, mindsets, and actions. If you have been able to use existing data to create an overarching hypothesis of the phases in your customer journey, you can ask direct questions about each phase. Broad questions, such as, “Tell me how you feel about [product or service]?” are less helpful than specific ones, such as "What was particularly challenging or easy about the sign-up process?"

Interviews can be conducted in-person or over the phone. One technique for in-person interviews is to encourage participants to use sticky notes to visually capture their steps from the moment they discovered the need for a product or service through usage. This process helps users recall steps and rearrange them accurately throughout the interview. Subsequent phone interviewees can be sent strawman templates created from the in-person process, and invited to review and revise to as needed to reflect their experiences.

Field Studies

Interviews are a valuable research method for journey maps; however, because what people say they do is not always what they actually do , it’s best to couple interviews with additional qualitative methods, such as field studies . Field studies can take many forms, from in-home visits utilizing contextual inquiry to “shop-alongs” for retail experiences.

Observing customers in their own element is critical for uncovering blind spots and verifying what customers tell you during the interview process. Take note of any differences in findings from interviews and field studies. For example, during one journey-mapping research initiative, customer-service representatives reported the “correct” protocol for finding answers to customers’ questions who called in with an issue. But during a field study, however, those same customer-services representatives were observed using convoluted workarounds to find answers to customers’ questions.

Diary Studies

Because customer journeys happen over time and across many different channels, diary studies are a particularly useful method for understanding users’ thoughts, feelings, and actions over time. Diary studies are long-term studies: Users are asked to log each and every action they take related to a specific goal (e.g., buying a refrigerator or signing up for a new mobile plan), as well as how they felt during those interactions over many days, weeks, or months. Because the participant’s actions, feelings, and thoughts are captured as close to real-time as possible, the (fallible) memory that interviews rely on is eliminated. Data is also captured from participants at all stages of the journey, rather than just from one phase. Diary studies are inexpensive to set up and can be running in the background while you conduct additional types of research.

Competitive Analysis

Competitive analysis can be especially helpful if you are designing a future-state journey map for a product or service that does not exist yet. You can take a virtual approach by using a remote-usability testing platform to record customers’ use of competitor sites and have them comment on their thoughts, feelings, and motivations at specific points within the session. This data allows for research input even when there is no existing user base.

Qualitative Research Methods Appropriate for Customer-Journey Mapping

When time and budget allow, it’s best to use a multipronged approach for customer-journey mapping research. That is, combine several different qualitative methods from above into a research study in order to explore the journey from multiple angles. Here is a sample research plan that makes use of multiple qualitative methods. (This plan should be adjusted based on contextual factors such as project goals, timeline, and budget.)

Sample Customer-Journey Research Plan

Finally, when revisiting and revising your assumption map with your newly collected insights, consider taking the opportunity to bring users into your workshop as part of the process!

Aside from highlighting potential problem areas to help shape qualitative research efforts at the onset of a customer-journey mapping initiative, quantitative data can also add another layer of evidence to your insights to make your narrative even more compelling.

For example, after the qualitative research study has been completed, you may choose to supplement or reinforce findings in the following ways:

• Follow up customer interviews with a survey to understand the frequency and magnitude of any of the behaviors you uncovered in your conversations
• Use digital analytics (e.g., page views or exit rates for relevant web pages) to add credibility to your claim that certain points in the journey are frustrating to users
• Supplement high or low areas depicted in the journey map with satisfaction metrics that align to specific interactions

As you begin planning your customer-journey–mapping research initiative, use the following steps as a guide:

• Before investing in external customer research, take a look around your organization: Is there any existing data that might prove useful, or at least help you shape your research plan?
• Plan your research study by selecting a combination of qualitative research methods that allow you direct interaction with or observation of users. User interviews, field studies, and diary studies are all useful, appropriate methods.
• Use quantitative data from sources such as analytics, customer-satisfaction or loyalty scores, and surveys to reinforce and supplement findings from qualitative research in your map.
• Bonus tip: Always remember to keep your core team of stakeholders involved in the research process and aware of new insights and developments throughout your study. Involvement increases buy-in and lessens stakeholder attachments to assumptions!

To learn more, check out our course, Journey Mapping to Understand Customer Needs .

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