A Guide To Customer Journey Mapping Best Practices – CMSWire

Man holding a map overlooking a river with a mountainous backdrop.


A customer journey map illustrates all of the touchpoints that a customer has with a brand as they weave their way through the marketing funnel across all of the brand’s channels, and it’s a key to improving the customer experience. This article will look at how brands can create a customer journey map, and will include best practices, practical advice, success tips, and step-by-step details from brands that have successfully used a customer journey map to improve the customer experience.

Customer Journey Mapping Best Practices

Dave Dabbah, CMO of CleverTap, an SaaS-based customer lifecycle management and mobile marketing company headquartered in Mountain View, California, views the customer journey map as a way to help visualize a product or service — from the customer’s point-of-view — which enables brands to laser focus on how customers experience the brand’s products or services. He said that this information can help a company better connect with consumers on an individual level, as well as improve brand reputation.

Brands must keep in mind that the customer journey map is not actually focused on the product or service, but rather, on its customers and their point of view. “Remember that the customer journey map is about the customer’s perspective, not your product. Keep this fact top-of-mind when you’re building one out,” Dabbah said.

“At CleverTap, our customer journey map is