STAGES
DOING
THINKING
STEP #2
STEP #3
STEP #4
STEP #1
CUSTOMER �EXPERIENCE
FEELING
OPPORTUNITIES
Customer Journey Map - Today
Customer knows there’s a problem. ��- Who are they asking for advice? �- Who are they telling about the problem? �
Customer is thinking:��Ex) How much will it cost to solve the problem, how long will it take?
Customer is feeling:��Ex) Apprehensive (I don’t want to spend x much), Clueless (I don’t even know where to start.)
Customer is experiencing:��Ex) A lack of storage can result in a really slow computer and constant reminders about running out of storage.
What can you do to improve the �customer experience?��Ex) Create a TOFU guide that explains how to solve their problem
Customer is doing research about her problem.
- What kind of searches are they conducting?
- What other products are they looking at?�- What forums do they visit? �- How do they find you?
Customer is thinking:��Ex) What’s the difference between these products? What does everyone else use?
What is the customer feeling?��Ex) Stressed (This process is frustrating), �Concerned (Don’t know what the right solution is)
Customer is experiencing:��Ex) Information overload. A lot of solutions and options out there, not finding immediate answers.
What can we do to improve the customer experience?��Ex) Create a chatbot for the website to answer some of customer’s easier questions, might be able to get them on the phone sooner.
Customer tries your solution. ��- How do they try it? �- How do they use the product, and for how long? �- When do they become a customer?
Customer is thinking:��Ex) Will I lose access after the trial ends? Is it good enough for me to pay for?
What is the customer feeling?��Ex) Relieved (Finally found a solution.)
Customer uses your solution. ��- What good/bad experiences do they have?�- How well does it work?
Customer is thinking:
Ex) This solution is good enough for now.
What is the customer feeling?��Ex) Passive. This is fine for now.
Customer is experiencing:��Ex) Productivity (Taking action on their problem.)
What can we do to improve �the customer experience?��Ex) Keep in contact with customer. Having a good experience for now, but you want to retain them.
Customer is experiencing:�Ex) Going back to every day/business as usual until they have another problem.
What can we do to improve the customer experience?� �Ex) Check up with customer. Make sure they get the support needed.
Persona: [Title] [Name]
Problem: [Problem Here]
STAGES
DOING
THINKING
STEP #2
STEP #3
STEP #4
STEP #1
CUSTOMER �EXPERIENCE
FEELING
OPPORTUNITIES
Customer Journey Map - Ideal
Customer knows there’s a problem. ��- Who are they asking for advice? �- Who are they telling about the problem? �
Customer is thinking:��Ex) How much will it cost to solve the problem, how long will it take?
Customer is feeling:��Ex) Apprehensive (I don’t want to spend x much), Clueless (I don’t even know where to start.)
Customer is experiencing:��Ex) A lack of storage can result in a really slow computer and constant reminders about running out of storage.
What can you do to improve the �customer experience?��Ex) Create a TOFU guide that explains how to solve their problem
Customer is doing research about her problem.
- What kind of searches are they conducting?
- What other products are they looking at?�- What forums do they visit? �- How do they find you?
Customer is thinking:��Ex) What’s the difference between these products? What does everyone else use?
What is the customer feeling?��Ex) Stressed (This process is frustrating), �Concerned (Don’t know what the right solution is)
Customer is experiencing:��Ex) Information overload. A lot of solutions and options out there, not finding immediate answers.
What can we do to improve the customer experience?��Ex) Create a chatbot for the website to answer some of customer’s easier questions, might be able to get them on the phone sooner.
Customer tries your solution. ��- How do they try it? �- How do they use the product, and for how long? �- When do they become a customer?
Customer is thinking:��Ex) Will I lose access after the trial ends? Is it good enough for me to pay for?
What is the customer feeling?��Ex) Relieved (Finally found a solution.)
Customer uses your solution. ��- What good/bad experiences do they have?�- How well does it work?
Customer is thinking:
Ex) This solution is good enough for now.
What is the customer feeling?��Ex) Passive. This is fine for now.
Customer is experiencing:��Ex) Productivity (Taking action on their problem.)
What can we do to improve �the customer experience?��Ex) Keep in contact with customer. Having a good experience for now, but you want to retain them.
Customer is experiencing:�Ex) Going back to every day/business as usual until they have another problem.
What can we do to improve the customer experience?� �Ex) Check up with customer. Make sure they get the support needed.
Persona: [Title] [Name]
Problem: [Problem Here]
[Title] [Name]�Works in [Company Name] at [Industry] company, with various titles such as “Title 1” or “Title 2”.
PERSONAL INSIGHTS
City: Works in Major Cities�Personality Type: Ex. Creative, Analytical, ,Expressive
Watering Holes:
(books/magazines/conferences)�Ex. LinkedIn, AMA, Pinterest, Reddit
Key Events: �Ex. Conferences, Local Events, Workshops�
Buzzwords: �Ex. “Customize Materials”, “Customizable Creative Templates”
TOP GOALS
MORE DISCOVERY
COMMON OBJECTIONS
TOP 3 PROBLEMS
1 - Ex. Everyday pain point
2 - Ex. Everyday pain point
3 - Ex. Everyday pain point
TOP 3 TRIGGERS�
1 - Ex. Final Straw Moment�2 - Ex. Final Straw Moment
3 - Ex. Final Straw Moment
What problems do they face that you do not help solve?
�
X% Male/Female Age Low - Age High $Xk-$Xk
1 - Ex. What will help them be successful
2 - Ex. What will help them be successful
3 - Ex. What will help them be successful
What is their motivation to buy your product now?
Ex. Result of a trigger.
What topic(s) open them up and get them talking?
Role in the Purchase Process
Ex. Must work with colleagues to push forward the process.
Common Alternatives:
Ex. Competitor products and services.�
Key Benefits:
Ex. What exactly they get out of it.
Most Likely Objections
1 - Ex. Spending too much time looking for a solution
2 - Ex. Lack of Brand Recognition/Trust
3 - Ex. Don’t want to spend too much money�
Most Common Questions Asked in Deciding
1 - Ex. What does it do?
2 - Ex. How does it benefit them?
3 - Ex. How much does it cost?
“I want to [result of solving problem.]”