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9 Examples of Effective Customer Journey Mapping

Karthik MSN
~ min read | Published on May 31, 2024


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CX journey mapping is a vital process for understanding and improving the experience of your customers. By analyzing their touchpoints and emotions throughout their interactions with your brand, you can gain valuable insights into their needs, expectations, and pain points. To illustrate how this can benefit your organization, here are some effective example:

1. E-commerce Purchase Journey: Customer journey mapping example

Use Case: Online Fashion Retailer

Assume the role of an online fashion retailer. You may follow a customer's journey from the moment they land on your website until they complete a transaction by generating a customer journey map. Crucial touchpoints like product discovery, product page navigation, the simplicity of adding things to the basket, the checkout procedure, and successful payment completion can all be shown on this map. You can find by examining this journey that complicated forms or additional shipping charges frequently cause shoppers to give up on their carts throughout the checkout process. Equipped with this understanding, you may enhance sales by optimising the checkout procedure and offering transparent pricing details to decrease cart abandonment.

2. Restaurant Dining Experience: Customer journey mapping example

Use Case: Upscale Fine Dining Restaurant

It's critical to comprehend the customer path in a fine dining establishment. Every action you do from the time a customer enters your company until the end of their meal influences how they perceive it. Here, it can identify potential areas for enhancement, such wait times, table turnover, or interactions with servers. For example, the map can show that delays are common during peak hours for consumers. The restaurant can improve the entire eating experience, add more workers during peak hours, and optimise reservation systems to handle this.

3. Subscription Service: Customer journey mapping example

Use Case: Streaming Video Service

Consider a streaming service that requires a subscription. You may better understand how people go from signing up to becoming devoted subscribers by mapping out the customer experience. You might learn from this map that users occasionally have trouble finding their favourite shows or having their subscriptions cancelled. Equipped with this valuable understanding, the platform may revamp its user interface, increase its content discovery algorithms, and streamline the cancellation process to optimise user experience and lower attrition.

4. Banking Transactions: Customer journey mapping example

Use Case: Online Banking Application

It can offer insightful data on user behaviour for an online banking application. It can provide insight into how users interact with their accounts, make purchases, and handle their money. This map may reveal that clients have difficulties when attempting to establish automatic payments. In response, the bank may make sure clients can handle their money with ease by improving its user interface, giving clearer instructions, and providing real-time support.

5. Travel Booking: Customer journey mapping example

Use Case: Online Travel Agency

It has the potential to revolutionise the travel sector. Mapping the process from location research to travel agent booking, lodging, and post-trip evaluations can help identify areas that require work. For example, the map can show that consumers frequently give up on the booking process because of the forms' complexity. The travel firm can resolve this problem by streamlining the booking procedure, providing transparent pricing details, and offering live chat support for immediate help.

6. Customer Support: Customer journey mapping example

Use Case: Technology Support Service

Mapping the process from first contact to issue resolution is essential for customer support. Say you are in charge of a tech support company. It's possible that your customer journey map will show that customers have trouble getting technical problems fixed quickly. You may make improvements to this by spending money on a more effective ticketing system, providing self-help tools, and sending out proactive updates to clients to let them know how their support requests are coming along.

7. Healthcare Services: Customer journey mapping example

Use Case: Medical Clinic

It can be applied to improve patient experiences in the healthcare industry. Think of a clinic for doctors. It is possible to identify areas for improvement by charting the patient's experience from making appointments to receiving treatment. For example, the map may reveal that patients frequently have to wait a lengthy period for their appointments. The clinic may deal with this by streamlining scheduling, enhancing patient interactions, and putting in place a digital check-in system to cut down on wait times.

8. Software Onboarding: Customer journey mapping example

Use Case: Project Management Software

Effective user onboarding is crucial for software companies. Creating a map of the user's path from registration to software proficiency might help identify pain points. The map could indicate, for instance, that users have trouble initially setting up complex features. In response, the software provider can offer interactive training, intuitive tooltips, and prompt customer service to enable customers to rapidly maximise the functionality of the programme.

9. Retail Shopping: Customer journey mapping example

Use Case: Department Store

Mapping the customer journey from the point of entry to the point of checkout is critical in physical retail. Think about a department shop. Making strategic decisions can benefit from an understanding of how customers interact with merchandise, decide what to buy, and communicate with sales representatives. The map may show that lengthy checkout queues frequently cause customers to leave without making a purchase. The store can improve the entire shopping experience by adding more checkout counters, implementing mobile payment alternatives, and optimising store layouts in order to address this problem.

These particular use cases can be included to provide actionable insights that can lead to improvements across all company segments. Businesses may increase consumer happiness, promote long-term loyalty, and promote growth in their particular industries by eliminating pain spots and improving positive touchpoints.

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Make Sure You Have Done Your Research

In order to create a customer journey map that truly resonates with your target audience, thorough research is essential. By understanding your customers' motivations, goals, purchasing habits, and pain points, you can develop a map that accurately reflects their journey and addresses their needs. This research involves building buyer personas and conducting interviews with your customers.

"Customer journey research is the foundation for creating a comprehensive map and identifying areas for improvement."

By creating buyer personas, you can gain valuable insights into the demographics, preferences, and behaviors of your target audience. This allows you to tailor your customer journey map to meet their specific needs and expectations.

Interviewing customers is another crucial aspect of the research process. By directly engaging with your customers, you can gain firsthand insights into their experiences, challenges, and pain points. These interviews provide valuable qualitative data that can inform your customer journey map and help you identify any potential problems that customers may encounter along their journey.

"Proper research lays the groundwork for an accurate customer journey map."

In addition to customer interviews, it's important to gather information about your organization's channels and touchpoints. By interviewing frontline staff and teams, you can understand how the customer interacts with your brand at different stages of their journey. This information helps you identify the touchpoints that are most critical to the customer's experience and ensures that your customer journey map is comprehensive and accurate.

By conducting customer journey research, building buyer personas, and interviewing customers, you can gather the necessary data to create a customer journey map that truly reflects your customers' experiences. This research forms the foundation for developing an effective map and helps identify areas for improvement.

Define Behavioral Stages from the Customer's Perspective

After conducting research, it is essential to define the behavioral stages of the customer from their perspective. This involves understanding the processes and goals that customers go through on their path to purchase and beyond. The customer journey map should be organized based on the major goals that customers are trying to achieve at each stage. By aligning the map with customer goals and using data from customer interviews, organizations can better understand how well they are meeting those goals and addressing any questions or concerns.

Behavioral Stages

Understanding these stages is crucial in order to tailor the customer experience to meet customer expectations and needs. The following are the typical stages that customers go through:

  • Awareness: The customer becomes aware of a need or problem that requires a solution.
  • Consideration: The customer evaluates different options and considers different solutions.
  • Decision: The customer makes a decision and chooses a specific product or service.
  • Purchase: The customer completes the transaction and makes the purchase.
  • Post-Purchase: The customer evaluates their experience and decides whether to repurchase or recommend the brand.

Each of these stages represents a unique opportunity for businesses to engage their customers and provide value. By understanding the goals and motivations of customers at each stage, organizations can create targeted strategies and experiences that effectively guide customers along their journey.

Customer Goals

At each behavioral stage, customers have specific goals and objectives that they want to achieve. These goals drive their decision-making process and influence their interactions with a brand. By identifying and aligning with these goals, organizations can provide a customer-centric experience that meets their needs and expectations.

Customer Journey Map

A customer journey map is a visual representation of the customer's entire interaction with a brand, from the initial touchpoint to post-purchase activities. It outlines the different stages, touchpoints, and emotional experiences that customers go through. By mapping out the customer journey, organizations can gain insights into the customer's perspective, identify pain points, and uncover opportunities for improvement.

Customer Journey Map Components



Identify the different behavioral stages that customers go through, as mentioned above.


List all the touchpoints that customers encounter during their journey, such as website visits, social media interactions, and customer service interactions.

Customer Goals

For each stage, outline the specific goals that customers want to achieve.


Document the range of emotions that customers may experience at each stage, such as excitement, frustration, or satisfaction.

Pain Points

Identify the challenges and pain points that customers may encounter throughout their journey.

Opportunities for Improvement

Highlight areas where the organization can enhance the customer experience and address any gaps or pain points.


By creating a comprehensive customer journey map that includes these components, organizations can gain a holistic understanding of the customer experience. This insight can inform strategic decision-making and enable businesses to deliver exceptional experiences that drive customer satisfaction and loyalty.

Capture Your Customer's Considerations

When creating a customer journey map, it is crucial to not only focus on the customer's goals but also to capture their specific considerations and thoughts at each stage of their journey. These considerations encompass various factors such as pricing, options, and information availability. By understanding and including these considerations in the journey map, organizations can evaluate how well they are meeting customer needs and address any questions or concerns that may arise.

By delving into the customer's mindset and considering their unique considerations, organizations can gain valuable insights that help them offer a more personalized and tailored experience. Let's explore some of the common customer considerations across different stages of the journey map:

Considerations at the Awareness Stage:

  • Price affordability
  • Product/service quality
  • Brand reputation

Considerations at the Evaluation Stage:

  • Product/service features and specifications
  • Comparisons with competitors
  • Reviews and testimonials

Considerations at the Purchase Stage:

  • Shipping and delivery options
  • Return policy
  • Payment methods

Considerations at the Post-Purchase Stage:

  • Customer support availability
  • Product/service satisfaction
  • Upselling or cross-selling opportunities

By understanding these considerations, organizations can better align their offerings with customer expectations, resulting in enhanced customer satisfaction and loyalty.

"Including customer considerations in the journey map allows us to anticipate customer needs and address potential pain points, creating a seamless and satisfying experience for them throughout their journey."




Price affordability, product/service quality, brand reputation


Product/service features and specifications, comparisons with competitors, reviews and testimonials


Shipping and delivery options, return policy, payment methods


Customer support availability, product/service satisfaction, upselling or cross-selling opportunities


Detail Every Touchpoint

An effective customer journey map should detail every touchpoint that a customer has with the brand throughout their journey. This includes all interactions and potential touchpoints that may occur. By mapping out these touchpoints, organizations can have a comprehensive understanding of how customers interact with their brand and identify areas for improvement or potential pain points.

Creating a detailed inventory of touchpoints allows organizations to visualize the entire customer journey, from the initial point of contact to post-purchase interactions. This holistic view enables businesses to identify critical moments of customer engagement and evaluate the effectiveness of each touchpoint in driving customer satisfaction and loyalty.

Touchpoints can take various forms, including:

  • In-store interactions
  • Online interactions
  • Customer service calls
  • Email communications
  • Website visits
  • Social media engagements

By identifying and analyzing these touchpoints, organizations can gain valuable insights into the customer experience and identify opportunities for improvement. This allows businesses to optimize key touchpoints, enhancing customer interactions and ultimately improving customer satisfaction and loyalty.

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Detail Customer Pain Points

Once all touchpoints have been identified, it is important to detail the customer pain points on the journey map. These pain points can be identified through interviews with customer-facing staff and teams, who are familiar with the issues that customers may encounter. By highlighting these pain points on the map, organizations can prioritize areas for improvement and take actions to address these issues. It is also important to highlight areas where the organization is doing well, to ensure that positive experiences are acknowledged and reinforced.

Examples of Customer Pain Points:

"Long wait times on customer service calls"

"Confusing website navigation"

"Inconsistent product availability"

"Lack of transparency in pricing"

"Difficulty finding product information"

"Complicated checkout process"

Identifying and addressing customer pain points is essential for delivering a seamless customer experience. By understanding the challenges customers face and proactively working to resolve them, organizations can build trust, loyalty, and satisfaction.

Pain Point



Long wait times on customer service calls

Frustation, wasted time

Implement a callback feature or increase customer service staff

Confusing website navigation

Difficulty finding information, potential loss of customers

Simplify website structure and improve search functionality

Inconsistent product availability

Disappointment, missed sales opportunities

Improve inventory management and communicate product availability updates

Lack of transparency in pricing

Consumer distrust, potential loss of sales

Provide clear pricing information and explain any additional charges

Difficulty finding product information

Frustration, potential loss of sales

Optimize product descriptions, provide detailed specifications and FAQs

Complicated checkout process

Abandoned carts, potential loss of sales

Simplify checkout steps, offer guest checkout, and provide multiple payment options


Chart Changing Customer Emotions

In addition to identifying pain points, a customer journey map should also capture the range of emotions experienced by customers throughout their journey. Customer emotions play a crucial role in shaping their overall experience and perception of a brand. These emotions can be influenced by various factors, including the quality of service provided, the effectiveness of communication, and how well the brand meets their goals and expectations.

By charting the changing emotions of customers with a practical customer journey mapping example,  organizations can gain valuable insights into the emotional journey customers embark on when interacting with their brand. This can help businesses understand how the customer experience evolves, from initial frustration or dissatisfaction to eventual satisfaction or delight as demonstrated in this customer journey mapping example.

For example, let's consider the customer journey of a tech start-up called InnovateTech. Through the journey and this customer journey mapping example, InnovateTech discovers that many customers experience frustration during the onboarding process due to complex instructions and limited support. However, as customers continue to engage with the product and receive personalized assistance, their emotions shift to satisfaction and excitement as they realize the value and potential of the technology, as illustrated in this real-world customer journey mapping example.

"The customer journey map revealed that by addressing pain points and guiding customers towards key milestones, we could turn frustration into enthusiasm. This helped us create a more positive emotional journey for our customers and build long-lasting relationships."

- Mark Johnson, CEO of InnovateTech

Charting customer emotions on the journey map allows organizations to visualize key emotional touchpoints and identify opportunities for improvement. It helps businesses understand the pivotal moments that contribute to customer satisfaction or dissatisfaction, enabling them to take proactive steps in enhancing the emotional journey.

By focusing on improving the emotional aspects of the customer journey, businesses can foster deeper connections with their customers, increase loyalty, and drive growth. Understanding the impact of emotions at each stage of the journey empowers organizations to deliver more personalized experiences and exceed customer expectations.

Stage of Customer Journey

Customer Emotions


Curiosity, Interest, Excitement


Confusion, Analysis Paralysis


Anxiety, Anticipation


Confusion, Frustration


Exploration, Satisfaction


Trust, Relief


Delight, Advocacy


Outline Opportunities for Improvement

Once you have identified the pain points and opportunities for improvement through the customer journey mapping examples, it is crucial to take action. A customer journey map is a valuable tool that can drive positive change and enhance the overall customer experience. By outlining these improvement opportunities on the map and developing an action plan, you can ensure that your efforts translate into tangible results.

Start by prioritizing the areas for improvement based on their impact and feasibility. Focus on the pain points that have the greatest potential to make a significant difference in the customer journey. This strategic approach will help you streamline your efforts and allocate resources effectively.

With the identified areas for improvement in mind, it's time to develop an action plan. Define specific actions and initiatives that aim to address the pain points and enhance the customer experience. Set clear goals, assign responsibilities, and establish timelines to ensure accountability and progress. Regularly monitor and evaluate the implementation of your action plan to track its effectiveness and make adjustments if needed.

Remember, customer journey improvement is an ongoing process. Continuously review your customer journey map, gather feedback from customers, and stay updated on industry trends and best practices. By embracing a proactive approach, you can create meaningful experiences that foster customer loyalty and drive business growth. 

More resources on Customer Journey Mapping Examples

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What are customer journey mapping examples?

Customer journey mapping examples are visual representations of the customer's interactions with a brand. Some common instances include illustrating the steps in an e-commerce purchase, mapping a restaurant dining experience, outlining the process of subscribing to a service, detailing banking transactions, showing travel booking procedures, and depicting customer support interactions. These maps help businesses enhance customer satisfaction and improve their overall experience by identifying key touchpoints and areas for improvement in the customer journey.

Why is research important ​​and what role does a customer journey mapping example play?

Research is essential because it helps gather data from both the customer and the organization, forming the foundation for creating a comprehensive customer journey map. Including a customer journey mapping example in the process can illustrate real-world scenarios and provide practical insights into the customer's experience..

How do you conduct research for CX journey mapping?

Research for customer journey mapping can be conducted by identifying the target audience, understanding their motivations and goals, building buyer personas, and conducting interviews with customers and frontline staff.

What should be included while mapping a customer journey?

A customer journey map should include the major goals, considerations, touchpoints, pain points, and changing emotions experienced by customers throughout their journey with a brand. Customer journey mapping is crucial for visualizing the entire customer experience.

Why is it important to capture customer considerations creating a map for customer journey?

Capturing customer considerations helps organizations evaluate how well they are meeting customer needs and address any questions or concerns that customers may have. This aspect of customer journey mapping ensures a thorough understanding of the customer's perspective.

Why should every touchpoint be detailed in a customer journey map?

Detailing every touchpoint in a customer journey map helps organizations have a comprehensive understanding of how customers interact with their brand and identify areas for improvement or potential pain points. This is a fundamental part of effective customer journey mapping.

How do you identify customer pain points in a customer journey map?

Customer pain points can be identified through interviews with customer-facing staff and teams, who are familiar with the issues that customers may encounter on their journey. This step is vital in customer journey mapping for enhancing customer satisfaction.

Why is it important to chart changing customer emotions on a customer journey map?

Charting changing customer emotions on a customer journey map helps organizations gain insight into how the customer experience evolves from negative to positive and identify opportunities to enhance the emotional journey. This emotional insight is a key benefit of customer journey mapping.

What should be done once pain points and opportunities for improvement are identified in a customer journey map?

Once pain points and opportunities for improvement are identified in a journey map, organizations should outline them on the map and develop an action plan to drive positive change and enhance the customer experience.

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