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  • Writer's pictureKatie Tame

A Comprehensive Guide to Customer Journey Mapping with BSPK

A customer journey map visually outlines how a customer moves through the stages of interest and awareness, towards purchase and potentially return. This journey details the customer's thoughts, emotions, and actions at each stage, along with their short and long-term objectives. Customer journey mapping is a powerful tool for those aiming to enhance their omnichannel strategies.

Think of it as storytelling: the chapters of your story might include a client window shopping, searching online for a product, their in-store experience, their review process, and their promotion of your company to other potential buyers. Getting a customer to commit to a purchase can be tricky, and it is important to be aware of the complexity of the customer journey and the importance of understanding and optimizing each touchpoint. Even when businesses feel they understand their customer base, the journey from awareness to purchase remains unpredictable. However, customer journey mapping can provide crucial insights and help businesses optimize clienteling at every stage.

Understanding the Customer Journey

The customer journey is the series of interactions a customer has with a brand, product, or business as they make a purchase decision. Unlike the buyer’s journey, which refers to the overall process of arriving at a purchase, the customer journey focuses on a buyer's experience with a retailer. It involves various touchpoints where customers interact with the brand, each a potential milestone on their path to purchase.

What is a Customer Journey Map?

Imagine having a roadmap that reveals exactly how your customers interact with your sales team, from the first point of contact to the final purchase and beyond. A customer journey map is precisely that—a visual representation of the customer's experience with a company. It not only provides insights into the needs of potential customers at every stage but also highlights the factors that motivate or inhibit their progress. This invaluable tool can be used to improve the customer experience, increase conversions, and boost retention.

What is a Customer Journey Map?

Typically, customer journeys encompass five key phases:

  1. Awareness: Recognizing a problem, desire, or need.

  2. Consideration: Researching solutions to fulfill the need.

  3. Purchase: Making a decision and completing the transaction.

  4. Post-purchase: Engaging in follow-up communication, receiving additional offers, troubleshooting, and accessing customer service.

  5. Loyalty: Achieving high satisfaction levels leading to customer loyalty or advocacy, where they enthusiastically promote the brand to others.

Evaluate the level of service you provide at each touchpoint—in-store, on your site, through business cards, email follow-ups, and more—and consider how your customer feels at each stage.

Why Customer Journey Mapping is Essential

While the customer journey might seem straightforward—customers discover a product, like it, and buy it—the reality is much more complex. The journey often starts long before customers even realize they need a product and continues through an intricate process of awareness, consideration, and decision-making. They are influenced by various external factors like competitor ads and reviews and interact with the company through multiple touchpoints such as website visits, social media, and customer service interactions.

Understanding this journey is crucial because it allows sales teams to see the world through their customers' eyes. By mapping out the journey, brands can identify where customers experience delight, and create treasured memories,  and where they encounter friction. This process helps in creating a smoother, more satisfying experience that meets customers' needs and expectations at every stage.

The Benefits of Customer Journey Mapping

Customer journey mapping offers numerous benefits. It helps companies refocus with an inbound marketing perspective, creating helpful content that naturally attracts customers rather than interrupting them with outbound tactics. It also allows businesses to create more accurate customer personas, ensuring marketing efforts are directed at genuinely interested audiences. Moreover, it enables proactive customer service, anticipating and addressing potential issues before they become problems, which can significantly improve customer retention and loyalty.

By understanding each step of the customer journey, businesses can decrease friction, solve problems quickly, and make the journey as delightful as possible. This approach not only improves customer satisfaction but also enhances the company's ability to provide tailored solutions, leading to increased loyalty and advocacy.

The Stages of the Customer Journey

The Stages of the Customer Journey

  1. Awareness: This is where customers realize they have a need and start looking for ways to meet this need. Brands should focus on providing educational content that helps customers recognize how the brand can supply exactly what the customer requires (sometimes before they even realize it).

  2. Consideration: At this stage, customers have identified what they would like, and are comparing different solutions. Brands should offer content that helps customers evaluate their options and decide on the best solution for their needs.

  3. Decision: Customers are ready to make a purchase. Here, the focus should be on making the buying process as seamless and straightforward as possible, offering exciting deals and emphasizing the importance of building a relationship between the brand and the customer.

  4. Retention: Post-purchase, the goal is to keep customers engaged and satisfied. Providing excellent customer service, and ongoing support is crucial to prevent churn. Customers who feel seen and recognized as individuals will be much more likely to return to a brand.

  5. Loyalty: In this final stage, customers not only continue to use the product but also become advocates for the brand, recommending it to others. Ensuring a fantastic end-to-end customer experience is key to fostering loyalty.

Creating a Customer Journey Map

Creating a customer journey map involves several steps. Start by setting clear objectives for the map. Determine what you aim to achieve and who the map is for.

Next, profile your personas and define their goals. Conduct research through surveys, interviews, and data analysis to understand your customers' needs and behaviors.

Highlight your target consumers and focus on the most common customer journey. List all touchpoints where customers interact with your brand. This includes website visits, social media engagement, customer service interactions, and more. Determine the resources you have and identify any gaps that need to be addressed.

To ensure accuracy, sales teams should take the customer journey yourself. Walk through the process as a customer would and note any areas of where it might inconvenience the consumer, or if there is anything in particular that especially appeals. Analyze the results to identify opportunities for improvement and update your map regularly to reflect changes in customer behavior and market conditions.

Designing an Effective Customer Journey Map

An effective customer journey map should have a clear layout and hierarchy. Use headings and bullet points to organize information logically, making it easy to navigate. Sales teams can incorporate icons, symbols, and colors to highlight key touchpoints and emotions. Avoid clutter by maintaining adequate whitespace, ensuring the map is easy to read and understand.

Consistency is crucial. Use a consistent font family, color palette, and design elements throughout the map. This not only makes the map visually appealing but also reinforces your brand's identity.

Types of Customer Journey Maps

There are several types of customer journey maps, each serving a different purpose. Current state maps visualize the actions, thoughts, and emotions customers currently experience. Day-in-the-life maps provide a broader view of customers' daily activities, highlighting their pain points and needs. Future state maps envision customers' future interactions based on current data, setting clear strategic goals. Service blueprint maps combine customer interactions with the internal processes and resources supporting them, helping identify the root causes of issues and areas for improvement.

Best Practices for Customer Journey Mapping

To create an effective customer journey map, set a clear goal for the map and ensure it aligns with your business objectives. Survey customers to gain accurate insights into their experiences and consult customer service reps to understand common pain points. Create persona-specific maps to cater to different customer types and review and update the maps regularly to reflect changes in the market and customer behavior.

Clienteling and Customer Journey Mapping

While plotting out customer journeys provides a valuable blueprint, translating those plans into action often proves more challenging in practice. Fortunately, effective clienteling platforms like BSPK offers crucial assistance to sales teams looking to redefine the client journey.


Clienteling and Customer Journey Mapping

Clienteling, or relationship-based selling, serves as a pivotal strategy for retailers seeking to convert sporadic purchasers into enduring, loyal customers. BSPK facilitates this process by empowering sales teams with tools for scheduling client follow-ups, curating personalized wish lists, and initiating direct communication via text, along with soliciting feedback through review requests. Building these long-term relationships with clients is crucial for brand success, and can be the key differentiator in driving sales.


This software emerges as an invaluable asset for propelling customers toward the loyalty phase in the customer journey.


Customer journey mapping is a powerful tool for understanding and optimizing the customer experience. By visualizing the journey, businesses can identify pain points, streamline interactions, and enhance overall satisfaction. Regularly updating the map ensures it remains relevant and effective, helping companies stay aligned with their customers' evolving needs and expectations. With a well-crafted customer journey map, businesses can transform potential frustrations into delightful experiences, fostering loyalty and advocacy.


No matter the customer’s journey, the key to success lies in providing your associates with the tools to be better influencers at every step. This includes enabling them to be omnipresent across as many channels as possible and equipping them with the necessary technology. By doing so, you can create a more satisfying experience for both your associates and customers. After all, the customer journey is your ultimate destination.


Harnessing the capabilities of clienteling software like BSPK enables retailers to navigate each stage of the customer journey effectively. Schedule a demonstration today to discover how we can empower your sales team and leverage the opportunities of mapping out your customer journey.


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