Mapping the Customer Experience

Lesson

9

Using what you’ve learnt from early brand development and your customer research, now it's time to pull all of your learnings together into a cohesive resource for marketing (and other departments as well) to build truly customer-centric strategies.

In this lesson, we'll discuss what customer experience is, why it's so valuable to you and the 6-step process of mapping your customers’ experience for your business, from awareness through to loyalty.

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Lesson Materials
Action Items
Additional Resources

Customer Journey Map Template [Google Sheet]

Mapping the Customer Experience Lesson Slides [PDF]


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  1. Talk to other department heads about your plans to build a customer journey map for your most valuable customers.
  2. Coordinate a project timeline with check-in milestones so that expectations are clear and you have the support you need along the way.
  3. Once you’ve campaigned for support and organized how you’ll tackle the project, get buy-in from your boss to run with the project. Don’t forget to mention all of the ways the company will benefit, from your marketing strategy to overall company alignment.
  4. Run through the 6-step mapping process:
  5. Which customers will you focus on first?
  6. What are customers doing?
  7. What are customers thinking?
  8. How are customers feeling?
  9. Who might influence decisions?
  10. What are the stages needed?
  11. You can use the Customer Journey Map Template, provided here.

This lesson doesn't include any additional action items.

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Building a Customer Focused Marketing Strategy

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