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Customer Journey Maps Help You Understand Your Business from The Customer’s Perspective

Customer Journey Maps Help You Understand Your Business from The Customer’s Perspective

A customer journey map gives business owners a way to see the end-to-end experience their customers have. There are several reasons why it’s important to have a customer journey map available to you. One of the most important is that a customer journey map helps you understand your business from the customer’s perspective.

Can You Really Shop Your Own Store?

Retailers have long been encouraged to shop at their own stores, as if they were the customer. It’s a good best practice, for both brick and mortar and eCommerce retailers. Shopping your own store helps you assess the customer experience, identify any problems, and pinpoint areas for improvement. But there is one problem with shopping your own store: try as you might, your analysis and interpretation of the customer experience will be influenced by your perspective as the business owner.

Once upon a time, retailers were forced to rely on “Mystery Shoppers” – some professional and insightful, many not so much – to provide objective perspective on their store’s performance. While this information had value, it wasn’t capturing your true customer experience, because by and large, Mystery Shoppers were not your customer.

Today, we have data. The ability to record and analyze actual customer behavior from the first twinkle of interest through deeper levels of engagement to conversion or conclusion gives business owners the first real opportunity to understand what their customers’ experience is like. Recorded in a customer journey map, we see the reactions customers have at various touch points. It becomes clear what touch points are effective at driving the customer further into the sales funnel, and which ones drive the customer away.

The customer journey map also reveals that not all of your customers are alike. Shoppers discover your businesses in different ways, are compelled to take action by different pieces of content or advertising, arrive on your website in differing locations, and navigate the content there in any number of ways. Customer journey maps can articulate the many different possibilities, information you can use to identify the largest, most profitable trends in your customer base.

[Tweet “Customer journey maps are dynamic, ever-evolving documents.”]

It’s important to understand that customer journey maps are dynamic, ever-evolving documents. As customers continue to do business with you, and you make alterations to your content and messaging, the customer journey map makes it possible to understand which efforts are resonating and which ones still need a little work.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office