Learn how to map your customer journey effectively with Viral CX's comprehensive guide, including real-life examples and practical tools.
You could be missing out on 80% of potential leads without even knowing it.
The problem? Many businesses fail to recognize the gaps and blind spots in their customer interactions. Without a clear understanding of the customer journey, these opportunities slip through the cracks unnoticed.
That’s where customer experience journey mapping tools come in—they help identify hidden prospects and address them effectively.
Explore our detailed guide on customer journey mapping tools to find out where you might be losing opportunities. This essential guide covers everything from defining the customer journey to optimizing each step with customer journey mapping software and real-world examples. With our step-by-step approach, using the right journey mapping tools, you can transform every interaction into a smooth, engaging experience that strengthens customer loyalty and drives growth.
Customer journey mapping is the process of visualizing a customer’s experience with a business from start to finish. By mapping out every touchpoint—from initial awareness and engagement to purchase and post-purchase interactions—it helps businesses understand how customers perceive each step in their journey.
This detailed perspective reveals pain points and opportunities, allowing brands to create smoother, more personalized experiences. The goal of customer journey mapping is to step into the customer’s shoes, improving satisfaction and loyalty by designing interactions that meet and exceed customer expectations.
Are you missing key opportunities in your customer journey? Use our free tool Customer Journey Health Check and find out in 10 minutes.
Before we dive into the specific stages of the customer journey, here’s a quick overview to get you familiar with the key concepts.
| Definition | Why it matters | |
| Customer Journey | The full experience a customer has with your company, from first discovery to loyal advocacy. |
Understanding the journey helps identify where customers drop off, succeed, or face obstacles, allowing you to enhance their experience. |
| Touchpoint | Every interaction a customer has with your brand—whether online, in-store, or through customer service. | Optimizing each touchpoint leads to a smoother experience and increased customer satisfaction. |
| Pain Point | Specific problems or frustrations customers encounter during their journey. |
Identifying and resolving pain points improves retention and builds loyalty by eliminating friction. |
| Ideal Customer Profile (ICP) |
A detailed description of the type of customer who would benefit most from your product or service, including their demographics, needs, and behaviors. |
Defining your ICP helps tailor the customer journey to meet the exact needs and expectations of your most valuable customers. |
| Journey Stage | The phases customers go through, typically: Discovery, Evaluation, Transaction, Adventure, and Devotion. | Mapping these stages helps you deliver the right content and experiences at the right moment to drive engagement and loyalty. |
| Customer Experience (CX) | The overall perception a customer has based on all their interactions with your brand. | Positive CX boosts customer loyalty, while negative experiences can lead to churn. |
| Objective | The specific goal a customer is trying to achieve at each stage of their journey. | Aligning your efforts with customer goals ensures you meet their expectations and foster a more seamless experience. |
| Emotion |
The feelings customers experience during their interactions with your brand, whether positive or negative. |
Understanding and responding to customer emotions allows you to design a more empathetic, engaging, and effective journey. |
Creating an effective customer journey map involves 3 essential steps:
Define the Journey Phases: Start by identifying the main stages your customer goes through with your brand. In this guide, we'll dive deep into 5 stages: discovery, evaluation, transaction, adventure, and devotion. Use data, research, and customer feedback to shape these phases, as they will serve as the foundation for the journey map.
Identify Key Touchpoints: Once the stages are clear, pinpoint the most critical touchpoints within each. These are specific moments where customers interact with your brand, such as a website visit, in-store experience, or customer support call. Each touchpoint should have a defined purpose aligned with the customer journey. Defining goals at each touchpoint helps guide your team to optimize interactions for customer satisfaction, conversion, and engagement.
Map the Customer Journey: Now, visually represent the journey with a chart or flowchart. This map acts as a reference, enabling your team to deliver consistent, exceptional experiences at every interaction. Review and refine this map regularly based on customer feedback to ensure it stays relevant and effective.
By understanding and optimizing each step, customer journey mapping provides a strategic advantage in a competitive market, helping businesses differentiate through targeted, value-driven interactions and cohesive brand experiences.
The customer journey consists of five phases that guide the progression from potential interest to brand loyalty:
This section explores each phase in-depth, providing real-world examples, addressing common challenges, and sharing strategies to optimize each stage for lasting customer relationships.
How many potential customers pass you by without ever knowing you exist?
The discovery phase is where potential customers first encounter your brand—it’s the spark that ignites curiosity. Whether they stumble upon you while scrolling through social media, see a clever roadside sign, or pass by an inviting storefront, the medium may vary, but the goal is the same: to capture attention and make a memorable first impression.
During this phase, people are not actively searching for your product or service. They come across it while going about their daily activities—whether browsing online, exploring the streets, or feeding search engines. This means your messaging must be compelling enough to stand out and draw them in. It’s about becoming top-of-mind, even when customers aren’t looking for you yet.
Uber’s “Uber Ice Cream” Campaign
A great example of this is Uber’s “Uber Ice Cream” campaign, which allowed users to hail ice cream trucks via the app for one day. Promoted heavily on social media, the campaign created widespread buzz, reaching users who had never heard of or used Uber before. It showcased Uber’s on-demand service in a fun and unique way, creating a memorable experience that attracted new users to the platform.
Warby Parker’s Social Try-On Program
Similarly, Warby Parker enhanced their discovery phase through a try-on program where customers could share pictures of themselves in different frames on social media. This social proof not only generated credibility but also acted as free, organic marketing, setting the brand apart from competitors and building awareness through personal connections.
To capture attention during the discovery phase, your content needs to achieve a similar effect— seizing interest through a mix of striking visuals, compelling headlines, and resonant messaging. Understanding your potential customers’ world—their challenges, desires, and needs—is key. Your discovery strategy should be multi-faceted, engaging customers through various touchpoints like social media, PR, collaborations, and traditional advertising.
The discovery phase is critical for customer acquisition. Your goal is to make your solution as accessible, attractive, and engaging as possible. By understanding your audience’s needs and creating compelling, shareable experiences from the outset, you can build trust, foster curiosity, and set clear expectations for the rest of the customer journey.
A strong start in the discovery phase paves the way for customer loyalty, turning first encounters into long-term relationships. Whether through storytelling, personalization, or ease of use, capturing attention during this phase is key to keeping potential customers engaged as they move forward in their journey.
By addressing these challenges and needs, you can ensure your brand stands out, attracts attention, and lays the foundation for deeper customer engagement in the next phases of their journey.
In this phase, your potential customers are engaged in a delicate balancing act—carefully weighing the pros and cons of your offering versus other options. This is the make-or-break moment: either they commit to your brand or move on.
To tip the scales in your favor, your goal is to deliver decision-enabling information that addresses any lingering doubts.
During this phase, it’s crucial to anticipate and address potential objections. Whether it’s concerns about cost, complexity, or the learning curve involved, overcoming these barriers helps prospects feel confident in their choice. Detailed product descriptions, comparison tools, and customer testimonials are invaluable at this point. Think of these resources as your opportunity to proactively answer the questions your prospects are asking—before they ask them.
In this crucial phase, simply meeting customer expectations isn’t enough— you need to exceed them. Provide tailored, relevant information that makes the decision-making process easier and remove any potential obstacles that could prevent them from choosing you.
Airbnb: Building Trust Through Transparency
When Airbnb entered the crowded travel market, they faced a big challenge: convincing people to stay in a stranger’s home instead of a traditional hotel. To tackle this, Airbnb introduced various trust-building measures designed to ease the evaluation phase.
First, they launched a review system, where both hosts and guests could leave honest feedback, offering prospective customers a clearer picture of the experience. They also added a “Verified ID” feature, requiring hosts and guests to confirm their identities with government IDs and connect online profiles like Facebook. This extra layer of transparency provided a sense of safety, addressing the primary hesitation for new users.
By proactively addressing customer concerns with verification and transparent reviews, Airbnb successfully turned initial skepticism into trust, helping customers feel secure and guiding them toward conversion. This approach proved pivotal in setting Airbnb apart in a competitive market.
BarkBox: Personalization and Risk Mitigation
Take the example of BarkBox, a subscription service for dog owners. Competing in a crowded marketplace, BarkBox needed to distinguishing itself by providing tailored boxes that cater to each dog's unique needs. They gathered detailed information about the dog's size, breed, and and even dietary restrictions through a comprehensive survey. BarkBox collaborates with niche suppliers to source high-quality and distinctive products, which are then highlighted on their online platform. This approach ensures that customers receive products that are both unique and suited to their pets.
BarkBox has also implemented a "Happiness Guarantee" refund policy, which allows customers to request replacements for any items that do not meet their satisfaction. This policy significantly reduces the risk for customers, fostering a sense of trust and encouraging loyalty to the brand. By prioritizing customer satisfaction and ensuring the delivery of quality products, BarkBox successfully builds long-lasting relationships with its clientele.
By addressing these challenges head-on, providing rich information, and actively building trust, you’ll guide your prospects through the evaluation phase and towards choosing your product or service over the competition.
Is your checkout process driving customers away?
The transaction phase is where prospects turn into customers, making it essential to keep the purchase experience smooth, efficient, and enjoyable. Regardless of your industry, key principles here include simplicity and transparency.
Simplify checkout by minimizing steps, reducing form fields, and offering multiple payment options, making it easy for customers to complete their purchases. The fewer hurdles customers face, the more likely they are to follow through with the transaction.
Transparency is equally crucial, especially when it comes to pricing. Hidden fees or surprise costs can break the trust you’ve worked so hard to build. Being upfront about all costs—whether it’s the price of the product, taxes, or shipping—instills confidence and ensures the customer feels treated fairly throughout the purchase experience.
Finally, a personalized thank-you message, discount, or exclusive offer can reinforce your appreciation and make the transaction memorable, laying the groundwork for future loyalty.
Cards Against Humanity: Humor as a Purchase Strategy
Known for their bold, humorous approach to sales, Cards Against Humanity increased their prices by $5 during Black Friday 2013, while most brands were cutting prices. A cheeky, audacious move that aligned perfectly with their brand. This unexpected price hike sparked curiosity, generating buzz across social media and traditional outlets alike.
By daring to be different and staying true to their playful brand identity, Cards Against Humanity made the transaction phase an event worth talking about. The result? Widespread visibility and brand loyalty, proving that even the transaction phase can become viral if approached creatively. Plus $70K in sales.
At its core, the transaction phase is about more than just completing a sale. It’s about reinforcing the customer’s decision to choose your brand, creating a smooth, hassle-free experience that leaves them excited to return. By making the purchase process efficient, pricing transparent, and communication personalized, you set the stage for ongoing loyalty and advocacy.
By focusing on these elements, you can turn the transaction phase into a seamless and satisfying experience that strengthens customer loyalty and primes your business for future success.
Does the journey truly begin after the purchase?
In the adventure phase, customers engage deeply with your brand, solidifying or weakening their connection. This stage is where promises turn into real experiences, creating lasting impressions that build loyalty and advocacy.
For services, the adventure begins the moment they interact—whether walking in, logging on, or receiving personalized service. It’s about exceeding expectations and making each interaction memorable.
For products, the focus is on use and satisfaction—whether through unboxing, setup, or regular usage. Offering tutorials, support, or community engagement helps customers fully enjoy and understand the product. At this phase, delivering genuine value can secure your place in customers’ lives and nurture loyalty.
Outdoor Voices: Building Community Through Engagement
Outdoor Voices, an activewear brand, has mastered the art of excelling in the adventure phase by building a strong community around its products. Through events like fitness classes and workshops, Outdoor Voices creates opportunities for customers to engage with the brand in real, meaningful ways. Their “#DoingThings” campaign encourages customers to share their outdoor and fitness adventures on social media, fostering a vibrant community of brand enthusiasts.
By making their product experience social, fun, and inclusive, Outdoor Voices doesn’t just sell activewear—they create a lifestyle that customers are eager to share. This active engagement sets them apart in a crowded market, building a loyal, enthusiastic following.
For service-based businesses like a marketing agency, the adventure phase can also be transformed into something unforgettable. Imagine providing customers with a personalized, interactive customer journey map that visually tracks their progress and achievements. Using engaging visuals and storytelling, this map could act as both a guide and a reflection of their accomplishments.
For instance, the map might include symbolic milestones tied to their business goals, narrated in a way that connects to the agency’s mission and values. This not only strengthens emotional engagement but also educates the customer about the value they’re receiving at each step. By making the journey feel personal and rewarding, the agency deepens the customer’s investment in the brand, enriching their experience.
The adventure phase isn’t just about using a product or service—it’s about creating an emotional, memorable connection that keeps customers coming back for more. Whether it’s through community-building, user-generated content, or personalized service, the key is to make the experience as engaging and rewarding as possible.
By focusing on these needs and creating opportunities for meaningful interactions, businesses can make the adventure phase a standout experience that leaves a lasting impression and encourages customers to continue their journey with the brand.
The devotion phase, often overlooked, is crucial for nurturing and sustaining long-term customer loyalty. This is where satisfied customers become loyal advocates, returning to your brand repeatedly and spreading positive word-of-mouth. Building this loyalty requires a thoughtful mix of exceptional service, personalized engagement, and community-building.
Loyalty programs are a powerful tool for fostering devotion. Exclusive discounts, special offers, or unique experiences make customers feel valued and strengthen their connection to the brand. However, loyalty programs alone aren’t enough.
Exceptional, proactive customer service is essential. Beyond quick responses to issues, anticipating needs, remembering preferences, and offering personalized recommendations create a sense of appreciation and deepen emotional connections.
Lastly, actively seeking feedback shows customers their opinions matter and helps refine your offerings.
When these elements—loyalty programs, proactive customer service, and feedback channels—are combined, the devotion phase transforms from mere customer retention to the creation of lifelong brand ambassadors.
Lululemon: Building Loyalty Through Community
Lululemon, a leader in athletic apparel, exemplifies how to cultivate customer devotion by building community. Their loyalty program, the “Sweat Collective,” engages fitness professionals with perks like exclusive events, early access to new products, and special discounts. But the brand doesn’t stop at transactional benefits. Through in-store fitness events and an online platform called the “Lululemon Collective,” customers can share workout tips, connect with brand ambassadors, and engage with like-minded fitness enthusiasts.
This multifaceted approach turns the simple act of buying clothes into a community experience. Customers don’t just return for new products—they return to be part of a movement, forging stronger ties to the brand and its mission.
The devotion phase isn’t just about keeping customers—it’s about turning them into brand advocates who are eager to spread the word. Whether through loyalty programs, personalized service, or value-driven initiatives, the goal is to enhance connections and unlock long-term loyalty.
By addressing these needs, businesses can create a powerful devotion phase that turns satisfied customers into lifelong brand advocates, ensuring a steady stream of repeat business and referrals.
Now that you understand the customer journey, it’s time to map it effectively. For those just starting out, journey mapping tools like Excel with pre-made templates or simple designs in Canva can offer a quick, low-cost solution.
However, these options often come with limitations—they’re manual, can quickly become cluttered, and lack collaborative features and actionable insights, making it challenging to manage a dynamic, multi-stage journey effectively.
For a more advanced solution, specialized customer journey mapping tools such as Viral CX offer a comprehensive approach. Viral CX allows you to create a detailed, data-driven map for free, helping you set objectives, address pain points, and improve touchpoints with ease.
Viral CX is cost-effective and beginner-friendly, with no technical expertise required. Its collaborative tools foster team alignment, while actionable insights empower you to create strategies that drive growth and loyalty. Start for free today in 3 simple steps:
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