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Benefits of customer journey mapping

Benefits of customer journey mapping

Importance of customer journey mapping

Customer journey mapping cultivates empathy within businesses and allows them to step into the customer's shoes and see their brand from a customer's perspective. This visualization and understanding offer the opportunity to explore the customer's needs, desires, and pain points at each interaction point with the business. By using a customer journey map tool, businesses can gain more insights that will enable them to develop better customer engagement strategies, helping retain current customers and attract new ones. Essentially, journey mapping enhances customer satisfaction, brand loyalty, and ultimately, business growth.

Stages of Customer Journey

Each stage of the customer journey offers unique opportunities for businesses to engage with their customers and deliver value. Understanding these stages is important in assessing what are customers' main pain points related to, how they interact with the business, and in what part of the funnel you should focus the efforts of delivering value to customers.

The customer journey can be broken down into five key stages: Awareness, Consideration, Purchase, Retention, and Advocacy.


This is the point at which the customer first becomes aware of your brand or product. This could be through marketing campaigns, social media, word of mouth, or any other form of outreach.


Once the customer is aware of your brand, they begin to consider whether your product or service meets their needs or solves their problem. During this stage, they are likely comparing you with competitors.


This stage involves the actual transaction. The customer has decided that your product or service is the best fit and makes a purchase.


After the purchase, the focus shifts to keeping the customer engaged, satisfied, and likely to make repeat purchases. This can be achieved through excellent customer service, loyalty programs, and consistent communication.


The final stage occurs when a customer is so satisfied and engaged with your brand that they become a brand advocate, recommending your business to others.

Benefits of utilizing customer journey map

Leveraging customer journey mapping in your business strategy can yield significant benefits. Here are ten of the most impactful advantages:

  1. Gaining customer insight: First and foremost, customer journey mapping allows businesses to understand how customers perceive their business, as opposed to making assumptions in a vacuum. It helps businesses delve deep into the customer's mindset, providing invaluable insight into their behaviors, needs, and motivations.

  2. Fostering empathy: It enables businesses to develop a customer-centric culture, a culture of empathy by experiencing their products or services from the customer's perspective. This increased empathy can drive better decision making across the organization, as decisions will be made with customers and for customers.

  3. Improving communication: Understanding the customer journey helps businesses to refine their communication strategies, ensuring that the business speaks the customers' languages. In this way, businesses ensure that the right messages reach customers at the right time in their journey.

  4. Building trust: By acknowledging and addressing customer pain points identified in the journey map, businesses can build a stronger, trust-based relationship with their customers.

  5. Identifying discrepancies: It can help businesses identify any misalignment between their intended customer experience and the actual experience. Oftentimes, assumptions businesses have about customers prove to be wrong. Getting the information directly from customers ensures that any designed solution best serves the customer's actual needs.

  6. Humanizing data: Customer journey mapping transforms abstract data into real-life customer experiences, facilitating a human-centric approach to strategy and decision making.

  7. Increasing team alignment: Sharing a customer journey map across all departments can increase alignment and cooperation, ensuring that everyone is working towards a common understanding of the customer.

  8. Supporting product development: Insights from the customer journey can inform product development, ensuring that new features or products address real customer needs and add value to their experience, as opposed to over optimizing certain areas based solely on the best guess.

  9. Boosting creativity: By providing a deeper understanding of the customer, journey mapping can stimulate creative problem-solving and innovation within the business, leading to unique, customer-focused solutions.

  10. Enhancing customer engagement: By understanding the stages a customer goes through in their journey, businesses can create more personalized and engaging experiences, increasing customer interaction and engagement.

By utilizing a customer journey map template, businesses can craft a more fluid, satisfying journey that is beneficial for both the customer and the company. A big benefit of customer journey mapping is that it helps draw the right expectations for the future, based on analysis done with real customers. It is also a chance for the company to build trusting and meaningful relationships with its customers by showing consistency in providing solutions to some of their pain points.

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