All elements of a customer journey map can be customised to fit the needs of your business. However there are eight common steps that assist in drawing a customer journey map.


Define the objectives and scope of mapping the customer journey. Do you map the journey for all customer segments? Do you map the entire journey, or do you focus on certain touchpoints only?

2. Data collection

Gather all existing data in relation to the agreed scope. Ensure this is both quantitative and qualitative data.

3. Research

Identify any data gaps you might have and perform additional research to fill those gaps.

4. Customer insight

Collate all existing customer insight into customer personas. Customer personas allows you to group similar customers with regards to their behaviours, expectations, goals and motivations together. This will allow you to visualise the customer journey from their perspective.

5. Map journey

Collate all pieces of the puzzle and workshop the as-is customer journey map with key stakeholders. Follow the same procedure for the creation of the to-be customer journey map.

6. Identify opportunities

Compare the two versions of the customer journey map and identify issues and areas for improvement which are actionable. Once those action points are identified, prioritise them according to strategic value for the business.

7. Implement improvements

Create projects for the top priority improvements and assign the appropriate resources.

8. Measure impact

Measure the impact of the improvements on both the customer experience and wider business results.