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On the surface, customer journeys may seem simple – you offer a product and someone buys it. But look more closely and it’s easy to see that the customer journey is becoming increasingly complex.

Customers use messaging apps, email, phone calls, websites, and various other channels to communicate with businesses. All these touchpoints create increasingly complex customer journeys, making it more difficult to always ensure a great customer experience. But customer experience is more important than ever. According to 2020 global research from Salesforce,

• 80% of customers now consider their experience with a company to be as important as its products.
• 69% of Gen X customers prioritise convenience over brand loyalty
• 91% of customers agree that a positive customer experience makes them more likely to purchase again

Customer expectations are undoubtedly undergoing a major transformation . How can brands meet these expectations and ensure every customer journey is smooth?

One excellent way to understand and optimise the customer experience is a process called customer journey mapping .

Your customer’s journey – in pictures

A customer journey map is a visual picture of the customer or user journey. It helps you tell the story of your customers’ experiences with your brand across social media, email, livechat, and any other channels they might use. 

Mapping the customer journey ensures that you are not missing out on the chance to interact with your customer at any stage.This process also helps business leaders gain insights into common customer pain points. With these insights, businesses can deliver more optimised and personalised customer experiences.

Creating a customer journey map

Customer journey mapping (also called user journey mapping) is the process of creating a customer journey map. Doing this helps businesses see things from the customer’s perspective and where they can improve. First, all the possible customer touchpoints are mapped out. Touchpoints include websites, social channels, or interactions with the marketing and sales teams.

User journeys are then created across these various touchpoints for each buyer persona. For example, a millennial buyer persona may typically become aware of a product on social media, research it on the mobile version of your site, and finally make a purchase on a laptop.

The customer experience at each touchpoint should be included in your customer journey map. This can include what action the customer needs to take and how your brand responds.

Why customer journey mapping matters

Customer journey mapping is important, because it is a strategic approach to better understand customer expectations. It is also crucial for optimising the customer experience. 

Customer journey mapping is just as important for small and medium-sized businesses (SMBs) as it is for larger companies. Customer expectations are changing for all businesses, regardless of size. Customers demand an omni-channel approach to customer service, marketing, and sales.

One of the most important aspects of the customer experience is personalisation. Recent research found that 52% expect their offers to always be personalised . Customer journey mapping allows SMBs to create personalised experiences across all touchpoints – for every individual, across all channels.

Mapping the customer journey has a host of benefits such as:

• Allowing you to optimise the customer onboarding process
• Checking customer expectations against the experience they actually receive
• Understanding the differences in buyer personas as they move from prospect to conversion through the buying funnel
• Creating a logical order to your buyer journey

However, the biggest benefit of customer journey mapping is simply understanding your customers more. The better you understand their expectations, the more you can tailor the customer experience to their needs.

The power of an omni-channel approach

Today’s consumers want a highly personalised experience and this includes your marketing and customer service efforts. This interconnected approach is called omni-channel marketing and omni-channel customer service.

In terms of marketing, customer journey mapping can target one prospect across multiple touchpoints. For example, a customer who browses a product on a website can be retargeted with a social media ad later on.

To offer the best possible customer experience, omni-channel marketing is often backed up by omni-channel customer service . This is where the customer can receive customer support across any channel, such as on social media, messenger apps , or live chat. Again, customer journey mapping can allow your customer service team to better understand the customer experience and improve their ability to resolve issues.

Success through optimisation

Mapping out many different customer journeys across many different buyer personas can be quite time-consuming. Once you have mapped them out, you still need a way to offer a personalised omni-channel customer experience.

If you’re serious about customer journey mapping, you need to invest in software that can help. Customer journey mapping tools are typically part of marketing automation software like Pardot . These allow you to easily create customised journeys and automate marketing actions. This takes your marketing automation efforts to the next level.

Check out a demo of Pardot’s powerful marketing automation software built on the world’s #1 CRM .

This post originally appeared in the U.K.-version of the Salesforce blog .

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What is a Customer Journey Map? A Guide to Improve Customer Experience and Convert Leads

What drives your business? If it’s not your customers, you’re making a big mistake. In a world where a single poor Yelp review or negative mention on social media lives on the web for all eternity and where a single bad customer experience takes 12 positive ones to make up for it, happy customers need to be your number one priority.

How do you focus on your customers? What is their experience like? How do you turn what you know about them and their experience with your company into actionable information?

Eighty-six percent of businesses  use a corporate website, 76% use email marketing, and 91% use social media marketing. Chances are you’re using all of these strategies and more. Wouldn’t it be possible to coordinate your marketing efforts? What if these components were perfectly synced to lead your customers on an enjoyable and satisfying journey with your brand?

There is: It’s called a customer journey map.

What Are Customer Journey Maps?

In the simplest terms, a customer journey map is a diagram of the touchpoints a customer has with your company. The map helps you understand how your customer interacts with your brand in every portion of the sales funnel — and how you might improve those interactions and make them more efficient.

There are many different types of maps. Some look at the entire customer journey, from their first knowledge of your existence to their initial purchase, to their experience with the product and customer support, upgrading, replacing — or (hopefully not) switching to another brand. Others look at a small portion of the journey, such as a customer’s path through the marketing process or their support experience.

Why is customer journey mapping essential?

Customer journey mapping is essential because it is a strategic approach to better understanding customer expectations and is vital for optimising the customer experience.

Customer journey mapping is just as crucial for small and medium-sized enterprises as it is for larger companies. Customer expectations are changing for all businesses, regardless of size – customers demand an omnichannel approach to customer service, marketing and sales.

One of the most critical aspects of the customer experience is personalisation. 80% of customers agree that a company's experience is as important as its products or services. Customer journey mapping allows SMEs to create personalised experiences across all touchpoints – for every individual, across all channels.

Mapping the customer journey has a host of benefits, such as:

• Allowing you to optimise the customer onboarding process
• Benchmarking the customer experience desired by your customers against what they receive
• Understanding the differences in buyer personas as they move from prospect to conversion through the buying funnel.
• Creating a logical order for your buyer journey.

However, the most significant benefit is simply understanding your customers more. The better you know their expectations, the more you can tailor the customer experience to their needs.

How does customer journey mapping enable omnichannel marketing and customer service?

Today’s consumers want a highly personalised experience, including your marketing and customer service efforts. This interconnected approach is called omnichannel marketing and omnichannel customer service.

In marketing, customer journey mapping plays a pivotal role in this process, as marketers can target one prospect across multiple touchpoints. For example, a customer browsing a product on a website can be retargeted with a social media ad later.

To offer the best possible customer experience, omnichannel marketing is often backed up by omnichannel customer service. This is where the customer can receive customer support across any channel, such as on social media, messenger apps, or live chat. Again, customer journey mapping can allow your customer service team to understand the customer experience better and improve their ability to resolve issues.

How to Create a Customer Journey Map

Gather existing data.

Collect Relevant Data

Armed with the above knowledge, you can set about collecting data confidently. How, when and where does your persona engage with specific content? Your objective is to comprehensively understand how they interact with your brand.

Ensure you have both kinds of data: analytical and anecdotal.

• Analytical Data There’s a good chance that what you have so far is analytical. These are great starting points for choosing specific customer journeys to focus on because you can compare them directly with the data points of other customers and discover broad trends.
• Anecdotal Data Without anecdotal data, you miss the details that fill in the full picture. Anecdotal data is based on direct customer stories and experiences. Unfortunately, it can’t be aggregated into a single chart. Pay attention to what people say with social media monitoring (not just whether they Like or Share your posts) and conduct interviews. You can still get some analytical data in an interview by asking questions like, “On a scale of one to ten, how do you feel about our brand?” But the point is to understand individual journeys.

Put It All Together

Once you understand how you interact with leads and customers both online and offline, you need to put it into an easy-to-understand graphic representation — a map — to share with your teams. Most customer journey maps follow a basic structure. Time, or rather the different stages of the customer lifecycle, will form a spine to structure the map. Your map’s spine might have areas such as:

• Inquiry The customer decides to shop for your product or service.
• Comparison The customer investigates several competing brands to find the best one for their needs.
• Purchase The customer decides on a brand and takes action to buy the product or service (successfully or not).

Add customer interactions along the spine. Start from the beginning, when your customer realises they have a need. What specific needs does your company fulfill? Then list the ways customers may become aware of your brand, like:

• Searching for general information on Google
• Asking a friend for advice
• Speaking with a consultant from your brand

Include how you engage, educate, and entertain your audience, both before and after the relationship is formed and the purchase is made. Through every stage, important thoughts and emotions drive customer behaviour. (We discussed such factors in the anecdotal customer discussion above) Chart these as they come up along the spine of your map, and identify where you can make the process more enjoyable for your customers.

Consider Your Map From A Customer’s Point of View

The last step is the most important: annotations and interpretations. Take some time to study your customer journey map: Pinpoint a customer’s most positive moments and where they struggle most. Where are those points in the journey? How can you reshape those touchpoints at each stage to make the journey easier, faster, or more pleasant?

Write your recommendations on the map right next to their touchpoints. Now you have a baseline customer journey map that anyone in your company can understand in minutes. Use this map to guide the creation of maps for other segments of your customer base, or try to create a map that helps you understand the most common journey customers take from awareness to relationship with your company.

How to Use Your Customer Journey Maps

Identify gaps in the customer journey.

As mentioned above, one of the primary benefits of a customer journey map is to help you identify gaps in the customer experience that are disjointed or challenging for the customer.

These could include gaps between:

• Devices where the user is prevented from switching seamlessly between phone, desktop computer, laptop and tablet when completing a task.
• Departments that might lead a user to give up on the purchase altogether.
• Channels where context might not be preserved when moving from social media to email, for example.

Sealing these gaps will allow the customer to achieve what they want more quickly and prevent the brand from being viewed as a siloed organisation - which is increasingly important as customers grow accustomed to interconnectedness in other areas of their lives.

Drive Change

Keep on keepin’ on, share “customer journey maps: how to guide your leads to customers” on your site:.

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Answers to frequently asked questions about customer journey map., what are the pain points in the customer journey map, why is customer journey mapping important, when do you use customer journey mapping, questions our reps have answers..

Ask about Salesforce products, pricing, implementation, or anything else — our highly trained reps are standing by, ready to help.

About 5 mins

Learning Objectives

User personas and the customer journey, promote customer engagement.

• Challenge +100 points

Map the Customer Journey and Drive Engagement

After completing this unit, you’ll be able to:

• Define your user personas.
• Map your customer journey.
• Drive user engagement.

Erica and Linda know how an Experience Cloud site can help their business and customers thrive. They have the dream team in place to build it. And they have a good understanding of what content is already available. Next they need to make sure customers are interested in using the site. 

To foster user engagement, the Cloud Kicks team needs to understand their customers’ needs and ensure the site includes compelling, relevant content. This requires understanding two key factors. 

• User personas , which represent specific types of users. Think of personas as fictional characters with real-world responsibilities, goals, and challenges.
• Customer journeys , which map how customers use a product or service. A customer journey helps identify what customers want to accomplish and how they feel at each stage of their experience.

As you identify your own organization’s user personas and customer journeys, be sure to define specific outcomes to measure success. For example, you might measure for improved customer retention, reduced support costs, or faster conversions. 

Erica and Linda identify three main types of user personas likely to visit the new Cloud Kicks site. 

• Cloud Kicks superfan
• The Great Athletic Event supporter
• Casual shopper

To further develop these Cloud Kicks user personas, Linda and Erica answer some questions for each type. 

Next, Erica and Linda consider the activities their user personas are likely to engage in on the Cloud Kicks website. They also reach out to the Cloud Kicks Support, Sales, and Marketing teams for input. 

Erica and Linda have created a clear description of the users they anticipate serving with this site and what those users are looking for. They share their findings with the Cloud Kicks teams who own relevant content. For example, it’s helpful for Marketing to consider the different types of lifestyle photos that resonate with superfans and The Great Athletic Event supporters. 

Now that Erica and Linda know their target audience, they can design an Experience Cloud site that serves their users’ needs and considers the site vision and purpose they created back in the first unit. 

They start with a focused list of user needs, based on the user persona exercise they just completed. 

• Information about Cloud Kicks
• Information about the limited-edition sneakers
• Product availability notifications
• Lifestyle and fashion inspiration

Next, Erica and Linda create a list of site functionalities and features necessary to meet those user needs.

• Clear links to the main Cloud Kicks site
• Search functionality that spans the full Cloud Kicks online network
• Product information and content for the limited-edition sneakers
• Lead Form, so that customers can receive email notifications
• Photos, videos, and other multimedia content

Finally, they consider how to help customers find their site and engage with it.  

• Link to the new site from existing online channels, like Cloud Kicks’s marketing and commerce sites, and social media accounts.
• Make the new site unauthenticated so it appears in online search results, and so casual shoppers can engage easily.
• Add a search bar to the top of the site’s landing page so customers can find the content they want, even if that content isn’t directly related to the limited-edition sneakers.

Erica and Linda have a clear idea of who their primary users will be and what types of content and features will motivate those users to visit and engage with the new Cloud Kicks site! This is a big step that will guide the Cloud Kicks team as they make decisions about how to build the site itself. 

• Salesforce Help: Map the Customer Journey and Drive Engagement
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• Connect to mentorship and career opportunities

Customer Journey Maps: How to Create Really Good Ones [Examples + Template]

Updated: April 17, 2024

Published: May 04, 2023

Did you know 70% of online shoppers abandoned their carts in 2022? Why would someone spend time adding products to their cart just to fall off the customer journey map at the last second?

The thing is — understanding your customer base can be very challenging. Even when you think you’ve got a good read on them, the journey from awareness to purchase for each customer will always be unpredictable, at least to some level.

While it isn’t possible to predict every experience with 100% accuracy, customer journey mapping is a convenient tool for keeping track of critical milestones that every customer hits. In this post, I’ll explain everything you need to know about customer journey mapping — what it is, how to create one, and best practices.

Table of Contents

What is the customer journey?

What is a customer journey map, benefits of customer journey mapping, customer journey stages.

• What’s included in a customer journey map?

The Customer Journey Mapping Process

Steps for creating a customer journey map.

• Types of Customer Journey Maps

Customer Journey Mapping Best Practices

• Customer Journey Design
• Customer Journey Map Examples

Free Customer Journey Map Templates

Free Customer Journey Template

Outline your company's customer journey and experience with these 7 free templates.

• Buyer's Journey Template
• Future State Template
• Day-in-the-Life Template

You're all set!

Click this link to access this resource at any time.

The customer journey is the series of interactions a customer has with a brand, product, or business as they become aware of a pain point and make a purchase decision. While the buyer’s journey refers to the general process of arriving at a purchase, the customer journey refers to a buyer's purchasing experience with a specific company or service.

Customer Journey vs. Buyer Journey

Many businesses that I’ve worked with were confused about the differences between the customer’s journey and the buyer’s journey. The buyer’s journey is the entire buying experience from pre-purchase to post-purchase. It covers the path from customer awareness to becoming a product or service user.

In other words, buyers don’t wake up and decide to buy on a whim. They go through a process of considering, evaluating, and purchasing a new product or service.

The customer journey refers to your brand’s place within the buyer’s journey. These are the customer touchpoints where you will meet your customers as they go through the stages of the buyer’s journey. When you create a customer journey map, you’re taking control of every touchpoint at every stage of the journey instead of leaving it up to chance.

For example, at HubSpot, our customer’s journey is divided into three stages — pre-purchase/sales, onboarding/migration, and normal use/renewal.

1. Use customer journey map templates.

Why make a customer journey map from scratch when you can use a template? Save yourself some time by downloading HubSpot’s free customer journey map templates .

This has templates that map out a buyer’s journey, a day in your customer’s life, lead nurturing, and more.

These templates can help sales, marketing, and customer support teams learn more about your company’s buyer persona. This will improve your product and customer experience.

2. Set clear objectives for the map.

Before you dive into your customer journey map, you need to ask yourself why you’re creating one in the first place.

What goals are you directing this map towards? Who is it for? What experience is it based upon?

If you don’t have one, I recommend creating a buyer persona . This persona is a fictitious customer with all the demographics and psychographics of your average customer. This persona reminds you to direct every aspect of your customer journey map toward the right audience.

3. Profile your personas and define their goals.

Next, you should conduct research. This is where it helps to have customer journey analytics ready.

Don’t have them? No worries. You can check out HubSpot’s Customer Journey Analytics tool to get started.

Questionnaires and user testing are great ways to obtain valuable customer feedback. The important thing is to only contact actual customers or prospects.

You want feedback from people interested in purchasing your products and services who have either interacted with your company or plan to do so.

Some examples of good questions to ask are:

• How did you hear about our company?
• What first attracted you to our website?
• What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
• How long have you/do you typically spend on our website?
• Have you ever made a purchase with us? If so, what was your deciding factor?
• Have you ever interacted with our website to make a purchase but decided not to? If so, what led you to this decision?
• On a scale of 1 to 10, how easily can you navigate our website?
• Did you ever require customer support? If so, how helpful was it, on a scale of 1 to 10?
• Can we further support you to make your process easier?

You can use this buyer persona tool to fill in the details you procure from customer feedback.

4. Highlight your target customer personas.

Once you’ve learned about the customer personas that interact with your business, I recommend narrowing your focus to one or two.

Remember, a customer journey map tracks the experience of a customer taking a particular path with your company. If you group too many personas into one journey, your map won’t accurately reflect that experience.

When creating your first map, it’s best to pick your most common customer persona and consider the route they would typically take when engaging with your business for the first time.

You can use a marketing dashboard to compare each and determine the best fit for your journey map. Don’t worry about the ones you leave out, as you can always go back and create a new map specific to those customer types.

5. List out all touchpoints.

Begin by listing the touchpoints on your website.

What is a touchpoint in a customer journey map?

A touchpoint in a customer journey map is an instance where your customer can form an opinion of your business. You can find touchpoints in places where your business comes in direct contact with a potential or existing customer.

For example, if I were to view a display ad, interact with an employee, reach a 404 error, or leave a Google review, all of those interactions would be considered a customer touchpoint.

Your brand exists beyond your website and marketing materials, so you must consider the different types of touchpoints in your customer journey map. These touchpoints can help uncover opportunities for improvement in the buying journey.

Based on your research, you should have a list of all the touchpoints your customers are currently using and the ones you believe they should be using if there’s no overlap.

This is essential in creating a customer journey map because it provides insight into your customers’ actions.

For instance, if they use fewer touchpoints than expected, does this mean they’re quickly getting turned away and leaving your site early? If they are using more than expected, does this mean your website is complicated and requires several steps to reach an end goal?

Whatever the case, understanding touchpoints help you understand the ease or difficulties of the customer journey.

Aside from your website, you must also look at how your customers might find you online. These channels might include:

• Social channels.
• Email marketing.
• Third-party review sites or mentions.

Run a quick Google search of your brand to see all the pages that mention you. Verify these by checking your Google Analytics to see where your traffic is coming from. Whittle your list down to those touchpoints that are the most common and will be most likely to see an action associated with it.

At HubSpot, we hosted workshops where employees from all over the company highlighted instances where our product, service, or brand impacted a customer. Those moments were recorded and logged as touchpoints. This showed us multiple areas of our customer journey where our communication was inconsistent.

The proof is in the pudding — you can see us literally mapping these touch points out with sticky notes in the image below.

4. Consider customer journey mapping for each buyer persona.

It’s easy to assume each customer operates the same way, but that couldn’t be further from the truth.

Demographics, psychographics, and even how long someone has been a customer can determine how a person interacts with your business and makes purchasing decisions.

Group overarching themes into buyer personas and create a customer journey map for each.

5. Review and update each journey map after every major product release.

The customer’s buying process changes every time your product or service changes. Even slight tweaks, like adding an extra field to a form, can become a significant roadblock.

So, reviewing the customer journey map before and after implementing changes is essential.

6. Make the customer journey map accessible to cross-functional teams.

Customer journey maps aren’t very valuable in a silo. However, creating a journey map is convenient for cross-functional teams to provide feedback.

Afterward, make a copy of the map accessible to each team so they always keep the customer in mind.

Customer Journey Map Design

Now that you know what goes into making a customer journey map, let’s take a little time to dive into design. How you lay out your journey map — from spacing to the colors you use — makes all of the difference. Check out some best practices below.

Create a clear layout and hierarchy.

Your customer journey map should be organized logically with a sequence that makes sense and a clear visual hierarchy.

Headings should make the sections pop. This allows you to differentiate between the stages of your customer’s journey. Bullets make the text easier to read and keep the information on your map clear.

Your goal is to design a journey map that’s easy to navigate and comprehend. A clean layout is essential to accomplishing this goal.

Make the most of icons and symbols.

We want our teammates to read documents, making the most of every word. However, the reality is that everyone skims. A text-heavy document often means that information gets lost.

Icons, symbols, and artistic elements make the reading experience more digestible. You can communicate different touch points, actions, and outcomes that are a part of your customer journey. Beyond that, symbols can communicate emotion without any words.

Leverage color coding.

Color is a powerful design element that can help you group like ideas. You can assign different hues to the stages of your customer journey or to certain touchpoints. This helps you organize information visually and draw attention to the most important parts of your map.

Avoid clutter to create balance.

To reiterate, everyone skims. And just like you want to avoid too much text, you want to avoid a page filled with color, icons, words, and other elements. Adequate whitespace will help keep your document organized.

Maintain consistency.

Your customer journey map should be consistent throughout. Pick a font family, color palette, and font sizes. Then, make sure you follow these guidelines throughout your journey map. Bonus points if your elements align with your company branding.

Customer Journey Mapping Examples

To help guide your business in its direction, here are examples to draw inspiration from for building your customer journey map.

1. HubSpot’s Customer Journey Map Templates

HubSpot’s free Customer Journey Map Templates provide an outline for companies to understand their customers’ experiences.

The offer includes the following:

• Buyer’s Journey Template.
• Current State Template.
• Lead Nurturing Mapping Template.
• Future State Template.
• A Day in the Customer’s Life Template.
• Customer Churn Mapping Template.
• Customer Support Blueprint Template.

Each of these templates helps organizations gain new insights into their customer base and help make improvements to product, marketing, and customer support processes.

Download them today to start working on your customer journey map.

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Outline your company's customer journey and experience with these 7 free customer journey map templates.

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Salesforce Customer Journey Builder 101: How To Build Winning Journeys

Marketing automation is now a must-have for companies that aim to reach their audience through a multichannel approach. Salesforce has simplified the complexities of automation by developing Marketing Cloud’s Journey Builder . This user-friendly tool has captivated marketers around the globe.

So, what’s it about Marketing Cloud’s Journey Builder that makes it so special?

Let’s start by defining what the tool is and what it can do. In this article, you’ll learn:

What is Salesforce Journey Builder?

• How Marketers Benefit from Salesforce Journey Builder
• How to Use the Salesforce Journey Builder tool
• How to Start a Journey map in Salesforce Journey Builder in 4 Steps
• Key Tips  for Using Salesforce Journey Builder

Start Your Customer Journey Map with Salesforce Marketing Cloud

Journey Builder is an easy-to-use Marketing Cloud feature that allows you to customize and define multichannel interactions with your potential customers. Journey Builder’s drag and drop functionality helps marketers customize their buyer’s journey without getting bogged down in complex automation software.

Journey Builder enables you to personalize your customer experience by incorporating real-time customer data into your journeys. In other words, all of your potential customers will get tailored content according to their preferences and previous interactions with your company.

Additionally, this customer journey tool lets marketers reach their audience through several channels: SMS, push notifications, email marketing, and retargeting through paid advertising platforms (Google Ads, Facebook, and LinkedIn, among others).

What does Salesforce Journey Builder look like in action? Take a look at this Salesforce demo , where you’ll be able to see how to build customer journeys seamlessly.

How Marketers Benefit from Salesforce Journey Builder?

Besides being a user-friendly tool, Marketing Cloud´s Journey Builder is full of interesting features that excite marketing professionals. Let’s talk about some of the key functionalities marketers love about Journey Builder and Salesforce.

Never Miss Customer Journey Touchpoints

Journey Builder adapts to your company’s data structure. This responsiveness ensures that you’ll never miss any relevant touchpoint with your customers: birthdays, product preferences, renewal dates, anniversaries, and much more! Journey Builder integrates with Data Designer , where you can customize your customer data model and incorporate the data that matters the most in your campaigns.

Here’s a quick example of how to use customer data as an entry point for a new journey:

After your entry event has been set-up, the rest is up to your creativity. You can drag and drop different elements and activities depending on how you want your brand to get the message across.

Connects Your Data

Journey Builder is much more than an email drip campaign tool. By combining your multiple assets into one platform, you can ensure your brand gets to your customers with one sole voice . This means you’ll be able to integrate your app notifications, paid advertising campaigns, email marketing efforts, and SMS ventures in Customer Journey Builder.

You can visualize your entire strategy through journey mapping. Then, your marketing team can brainstorm and plan your ideal journey before deployment.

Salesforce Marketing Cloud empowers your whole organization. You can connect your sales and service teams with the user Journey Builder through sales and service custom activities:

In other words, you’re able to create customer service cases, update opportunities and convert leads, straight from Journey Builder. So, as a result, your marketing department will be connected to your customers and internal organization simultaneously on the same platform.

Adapt With Each Customer Journey

It’s no secret that media consumption habits are constantly evolving and changing the way we interact with customers and prospects.

The CustomerJourney Builder tool responds to change via real-time customer data and predictive intelligence. Interaction Studio and the Einstein suite ensure that you get up-to-date data and AI predictive suggestions that help you predict changes in customer behavior. Use Decision and/or Engagement Splits to customize your customer journey depending on actions taken by your prospects.

As your customer database grows, Journey Builder adapts as well. Your customer journeys can scale up from simple short sends to complex flows with millions of records. You don’t need to worry about the size of your audience or the steps in your journey. Journey Builder is designed to process large databases and smoothly deliver personalized experiences to each customer.

Measure ROI and leverage analytics by implementing Journey Goals . Define your KPIs and measure results by checking how many prospects met your goal after or during a journey. If you choose to do so, you can take prospects out of a journey after they meet the goal at any given point in time.

Discover Distributed Marketing

Take the action outside of your marketing department. Allow collaborators from different departments to use authorized marketing assets and trigger journeys effortlessly. With distributed marketing, your branding will remain consistent and sharp across the sales and service departments, among others.

Use Customer Journey analytics to measure your efforts and readjust your journeys by making informed decisions. Share and automate reports across your organization to make sure that key stakeholders are informed and accountable for journey performance. Automatic reports can be scheduled and sent directly to your inbox.

After analyzing in-depth data, you’ll be able to create new versions of your journey and optimize them for new entries.

Increase Lifetime Value And Conversion Rates

Salesforce Journey Builder is not just a customer journey mapping tool for new customer acquisition . You can also configure Marketing Cloud to store data from your current customers. Website visits, past purchases, abandoned cart events, and customer preferences can all be tracked and used in journeys.

For example, you could trigger a promotional journey for a particular product or service right after your current customer has abandoned a purchase attempt. Having that second chance with real-time data is a great way to increase LTV and conversion rates.

How to Use The Salesforce Journey Builder Tool?

When it comes to mapping customer journeys, creativity plays a major role. There’s no unique or right way of implementing marketing automation. However, knowing the capabilities of the marketing tool you’re using is crucial. To get the most out of Journey Builder, you need to measure your results and test different functionalities .

Measuring your results through Journey Goals and analytics helps you understand what’s working and what needs improvement. In addition, Marketing Cloud allows you to create multiple versions of a single journey. So you can create as many versions as needed and run as many tests as possible to ensure that your client journey finally reaches that sweet spot.

On the other hand, get to know the available activities and channels. If your company runs an app, go ahead and connect it with Marketing Cloud. Or, if SMS is your strength, make sure to enable Mobile Studio functionality.

Try different channels to ace customer engagement and reach the right customer — through the right channel — at the right time.

Can Journey Builder Be Used In B2C & B2B?

Journey Builder functionality is highly popular among B2C companies. This is because reaching a large number of customers with a user-friendly tool is very appealing for the B2C business model.

Nevertheless, B2B entities can also use Marketing Cloud to leverage sales and understand engagement rates.

For example, email marketing is a prevalent practice in the B2B world. But what happens if open rates and clicks are not working for you so far? Journey Builder gives you the chance to add those prospects directly to LinkedIn retargeting campaigns and show them content that matters to them.

How to Start a Customer Journey Map in Salesforce Journey Builder in 4 Steps

Before getting started, make sure you have a clear strategic approach of what your journey is going to be.

Step #1: Plan Your Journey

Sketching out your journey on a whiteboard and brainstorming with your team is always a great idea. Here are a few questions you can ask your team to get things started:

• What is the main objective of your journey?
• What is the target audience you’re aiming to reach within your database?
• What channels seem to be the most appropriate for this journey?
• How often should you measure results and optimize the journey?
• What elements (i.e., copywriting, channels used, etc.) would you use for A/B testing?

Step #2: Create Your Content in Content Builder

Content Builder is Marketing Cloud´s content management system where you’ll design all of your creatives before adding them to a journey. Content Builder also offers drag and drop functionality, so no coding experience is required.

Make sure to try out the Dynamic content feature, where you can personalize content depending on your customer data.

Step #3: Use a Template to Build a Journey

Journey templates are the first thing you’ll see on Marketing Cloud’s homepage. They allow you to easily configure and launch several predefined journeys depending on your business needs (abandon cart, event follow-ups, and welcome journeys, among others). You can use the templates as they are or edit them as much as you want.

Step #4: Segment, Test, and Launch

Use contact data to segment your audience properly. Define what information about your contacts is most relevant for the users journey. For example: Are you targeting prospects in one specific country or region? Are you perhaps aiming for contacts that recently purchased one of your products or services?

If you properly segment your customer data in Contact Builder , you should be able to filter the contacts you’re aiming for without any coding experience needed.

Try out Path Optimizer activities throughout your journey. Path Optimizer is a testing tool in Journey Builder that allows you to perform A/B and multivariate tests in your customer journey to find the path that adjusts to your customer’s needs and preferences. Path Optimizer activities will allow you to test copywriting and design assets in order to assess what works best. You can add different versions of an email, and Path Optimizer will do the rest for you.

When you choose a “winning criteria,” this activity will start sending both versions of your content to your prospects. After a set amount of time, a version will be chosen according to your winning criteria. Then, the best version will be sent to the newcomers of your journey.

Once your customer journey map looks ready, and you’re happy with your current flow, prepare for deployment. First, double-check your filtering criteria for entering the journey and review all of the activities involved. Once everything has been validated, you’ll see an Activate button on the top right corner of your screen. After clicking on Activate, you’ll be asked for confirmation. Once you confirm, your customer journey map is live!

Key Tips for Using Salesforce Journey Builder

Even if there is no one-size-fits-all way of using Journey Builder, there are a few things you should keep in mind to have a great experience with the tool.

There Isn’t an Autosave Feature

Journey Builder doesn’t have autosave settings configured. So be sure to always hit that Save button when you make important changes. Building and mapping user journeys is a process that could take your team a couple of days or even weeks.

Allowing yourself that time to create the best journey for your customers is always a great idea. Aim to avoid surprises by always saving your progress so that all your hard work translates quickly into a working journey.

Use Only One Data Extension Per Journey

Marketing Cloud will always warn you if one of your Data Extensions (or data tables) is being used as an entry source for another journey. There are 2 main reasons for not wanting to use the same data extension in 2 separate journeys:

• The same data will be processed separately for each journey. This may overwhelm the system’s processing capabilities by increasing its record processing time as the journeys may compete with each other’s activities.
• You may not want to bombard the same prospects or customers with several communications at the same time (unless it is something you really relevant). Too many emails or excessive SMS on your prospects’ inboxes can result in high unsubscribe rates.

In an environment where marketing automation is fundamental for business success, tools like Journey Builder turn out to be more relevant than ever. Marketers are looking for efficient and easy-to-use features that can allow them to reach customers the right way. Supported by Salesforce, Marketing Cloud’s Journey Builder has the tools you need to make your online efforts thrive.

Schedule a demo today if you’re an advertiser who is considering marketing automation or is seeking to get more from your investment in Salesforce Marketing Cloud. One of our experts will be happy to confer with you.

Michael Clark

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Omnichannel Customer Journey Mapping: The Ultimate Guide

Kate Parish

In today’s digital era, businesses need to ensure seamless customer experiences across all channels. Omnichannel customer journey mapping is a crucial tool for reaching this objective. Businesses may uncover pain areas, ensure better interactions, produce a consistent customer experience, decrease the abandoned shopping carts rate, and improve other KPIs by recognizing every touchpoint in the customer journey.

In this comprehensive guide, we’ll discuss the significance of omnichannel customer journey mapping and offer a step-by-step process for making one. We’ll provide you with the knowledge and skills business owners and marketing specialists require to improve the customer experience and raise satisfaction.

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Omnichannel customer journey maps explained.

An omnichannel customer journey map visually depicts a customer’s interactions with a brand across all touchpoints, channels, and devices. It presents a comprehensive picture of the customer journey, taking into account both online and offline encounters and emphasizing the possibilities, challenges, and crucial moments that might have an influence on customer satisfaction .

Understanding your potential lead or customer will help you drop the rate of  abandoned shopping carts and increase the number of valuable leads.

To create an efficient omnichannel customer journey map, businesses need to collect information on consumer interactions across all channels, including social media, websites, mobile applications, email, and in-store encounters. This data has to be thoroughly examined to identify recurring trends and patterns that can assist in extensive map creation.

The map should be done with the customer’s needs, preferences, and habits in mind. All the stages of the customer journey, from awareness to loyalty, should be considered, and important touchpoints that might affect the customer experience should be identified.

Once the map has been made, it may be utilized to pinpoint problem areas and establish plans for enhancing the client experience. Businesses may use the map, for instance, to identify the precise touchpoints where a client is having trouble making an online purchase and come up with ways to streamline the procedure.

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Why should you adhere to a customer journey omnichannel model.

By offering a smooth and customized consumer experience across all channels, the omnichannel model may help companies stay competitive in today’s digital environment. Here are some further arguments in favor of using the omnichannel strategy.

• Improved customer experience: Businesses may offer a smooth customer experience across all channels, including social media, email, chat, phone, and in-store, by employing an omnichannel approach. This might raise loyalty and boost customer satisfaction.
• Better engagement: an omnichannel strategy allows organizations to interact with consumers at every touchpoint, resulting in increased possibilities for contact and the development of stronger relationships.
• Higher conversion rates: Companies may boost conversion rates and lower customer turnover by giving customers a unified, tailored experience across all channels.
• Better data insights: By using an omnichannel strategy, organizations may gather data from many sources and better understand the behavior, preferences, and pain points of their customers. This can enhance overall business performance and provide information for future marketing tactics.
• Enhanced operational effectiveness: By integrating data, procedures, and technology across all channels, an omnichannel strategy may assist companies in streamlining their operations and lowering costs.

Omnichannel Customer Journey Mapping Step-By-Step

Finding your major target customer categories and channels is generally the first step in the omnichannel customer journey mapping process. Determine the stages of the journey, which may include awareness, deliberation, purchase, post-purchase, and advocacy. Consider the exact areas you want to concentrate on and the precise results you wish to attain. This will keep you on task and help you maintain your attention. Other steps of the omnichannel journey mapping process are the following:

Identifying the Touchpoints and Micro-Conversions

Determine little actions that help website visitors achieve a bigger objective (like making a purchase). Micro-conversions are potent predictors of user engagement, purchase intent, and sales funnel performance, even if they often do not contribute to a website’s total conversion rate.

List all the touchpoints where customers may interact with your brand for each channel. Examples of touchpoints include a website visit, email opening, placing an order, getting a confirmation message, and other actions. Sort each touchpoint according to the phase of the customer journey it takes place in. For instance, a confirmation letter serves as a post-purchase touchpoint, whereas an email newsletter is an awareness touchpoint.

Then evaluate each touchpoint based on how well it satisfies the requirements and expectations of the consumer. Determine the shortcomings of the touchpoints and possibilities to enhance the customer experience.

Gathering Customer Data

Gather information on consumer behavior and input from all online and offline touchpoints, including social media, email, phone, in-store, and chatbots. After gathering information from each touchpoint, arrange it in a way it is simple to interpret and visualize. Spreadsheets and customer journey mapping software are tools you may use to do this. Analyze the obtained data to find patterns, gaps, and pain points throughout the customer journey.

Creating Personas

Based on the data analysis, create customer personas that depict the various client base groups. Analyze the patterns in the information you have gathered. Group your consumers according to any shared traits they may have.

Once you have determined the traits that each group shares, make up fake customer profiles to represent each one. Give each persona a name, age, occupation, list of hobbies, and other pertinent details. Make the identities as specific as you can.

Use your established personas to guide your product development and marketing efforts. Ask yourself questions like “How would this persona react to this product?” “What channels would this persona use to find information?” or “What drives this persona to make a purchase?”

Focus on the user  – before starting your campaign, ensure that the content reflects your potential clients’ needs.

Identifying Pain Points and Opportunities

Examine the customer journey map to find problems, obstacles, and areas that may be improved. Keep an eye out for points in the customer journey where your consumers are having trouble, running into roadblocks, or getting frustrated. The product characteristics, customer service, or delivery timeframes may be the source of these problems.

Look for opportunities to improve the customer experience. These possibilities can involve delivering tailored advice, enhancing communication, or providing further services.

Prioritize the discovered opportunities and pain points in accordance with how they will affect your company’s objectives and the client experience.

Implementing Changes and Monitoring Progress

You’ll need to create a plan to improve all the weak points, solve the problems customers face, and use all the opportunities. You can use a template action plan to get started if necessary. To ensure that your customer journey mapping and action plan stays applicable and efficient in achieving your company objectives, continually examine and update it.

Customer Journey Mapping Best Practices

Understanding the mapping process is crucial, but looking for additional solutions is still imperative to make the process easier and more efficient. Here are some valuable tips worth paying attention to.

Employ the Relevant Tools

Use digital technologies to streamline the omnichannel customer journey mapping process. Here are a few examples:

• Customer Journey Mapping Software: These products make planning out customer journeys simpler and more logical by offering drag-and-drop interfaces, pre-built templates, and other capabilities. Software for charting the customer journey includes Touchpoint Dashboard, Smaply, and CX Journey.
• Analytics Tools: Data regarding consumer behavior and interactions across many channels may be gathered using analytics tools. When utilized to identify pain points and potential improvement areas, these tools can offer insights into how customers interact with a company at various stages of their journey. Google Analytics, Mixpanel, and Kissmetrics are a few well-known analytics programs.
• CRM Systems: To keep track of client interactions across various channels and touchpoints, customer relationship management (CRM) systems are utilized. Such tools help personalize customer interactions by gathering data on consumer preferences, previous purchases, and other important data points. Among the popular CRM systems are Salesforce, HubSpot, and Zoho.
• Social media listening: Such technologies may be used to track what clients say about a company on social media platforms. Businesses may use this to pinpoint areas where their customer experience could be enhanced and respond instantly to consumer complaints and feedback. Sprout Social, Brandwatch, and Hootsuite are a few known social media listening apps.
• User testing: Utilizing testing technologies, businesses may learn from actual customers about their interactions with their goods and services. Surveys, focus groups, and other kinds of user testing might fall under this category. User testing may offer insightful information on how customers interact with a company through various channels and touchpoints. Optimal Workshop, UserTesting, and UsabilityHub are well-liked user-testing software programs.

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Integration and automation tools will optimize your workflow and make it easier to manage data from various sources in one place.

Always Ask for a Customer Feedback

Your decision-making process should be guided and informed by customer feedback if you want to innovate and make improvements to your product or service. It brings wonderful possibilities that can aid in enhancing the omnichannel consumer experience.

Providing customers with a simple option of leaving feedback is essential for exceptional customer service. Thanks to the omnichannel strategy, brands can interact with customers through any channel and get feedback at each point of contact. There are several ways to get client feedback, including through websites, social media, emails, in-app surveys, and reviews. The information obtained will help you keep your strategy flawless.

Offer Self Service

Providing customers with self-service choices is another lucrative strategy, capable of enhancing the whole brand experience. One of the most crucial aspects of the customer experience is reaction speed. Customers need prompt responses to their inquiries. Through self-service portals, they may instantly access information, which also helps businesses save time and resources. Businesses can provide how-to videos, manuals, and tutorials to assist consumers in resolving their issues on their own.

Finally, omnichannel customer journey mapping is crucial for companies to comprehend customers’ experiences across all touchpoints and enhance their journey. Businesses may uncover issues and opportunities for optimization and customize their marketing strategies by developing a comprehensive perspective of the customer’s interactions.

In contrast to organizations with weak omnichannel strategies, which only keep 33% of their customers , companies with effective omnichannel customer engagement strategies have an average of 89% client retention. These figures show what a big difference omnichannel customer journey mapping can make to a company’s bottom line.

Businesses may enhance customer experience, better understand consumer wants and preferences, and ultimately increase revenue by utilizing omnichannel customer journey mapping.

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To create a journey using a journey template, select a template from the Marketing Cloud home page or in Journey Builder. Alternately, select a template from the template gallery, which includes both, Salesforce and shared templates. Users with the Journey Builder Create/Edit permission in the business unit where the template was created can edit and delete shared templates.

• Click Get Started .

When you access a shared template, the entry source is not configured, but it matches the entry source type used in the template. You can copy the data extension in a template to use it as the entry source or you can choose a different data extension. When you choose to copy the data extension, you must rename it. If a data extension is deleted after it's included in a template, template users must choose a different data extension.

• Click Save .
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