Find out how leading organizations will apply customer journey maps in 2025 to improve customers’ interactions and organizational outcomes. Use examples and ideas based on existing experience.
In the current digital environment, organizations that aim to change their marketing strategies need to understand the customer experience. One of the primary means of daily communication and means to describe this sort of experience is the concept of the customer journey map. This method provides a clear solution for how communication flows between a customer and a business, as well as the changes to make or opportunities to seize. In the year 2025, designing effective customer journey maps is one of the basic guidelines for engaging the customer.
A customer journey map refers to the process a customer uses when conducting business with a particular firm. Conversely, it addresses every stage of their interaction with the brand, from their first introduction to post-sales follow-ups
Customer journey maps provide insight into customers’ feelings, goals, and concerns along the different phases of a purchase process.
Creating an effective customer journey map requires research, collaboration, and a strategic approach. Here’s a step-by-step guide to help you develop one.
The general goals of map creation must be defined before the actual process begins. Are you aiming at enhancing the overall satisfaction or only a particular aspect of the service encounter? When developing the map, comprehending the aims makes sure that it is operational.
Developing personas is beneficial because it allows you to construct the journey based on the customer’s actual needs. Build these personas using real data, including customer demographics, preferences, and behavior. Surveys, interviews, and analytics are useful tools for gathering this information.
At each of the touchpoints, determine what the customer does and how they feel about it. This step provides the areas where the touch points are good and bad and therefore, the areas that need improvement.
The Amazon customer journey usually starts with a user searching for a specific product through the site itself or through a search engine. This process involves moving from product page reviews to the cart and, finally, the order confirmation page. Amazon’s journey map may focus on pain points, including the lack of timely updates on a package’s delivery status or questions about product refunds. Also, Amazon’s website uses one-click purchasing, delivery tracking and real-time customer services through a bot for buying returns and customer inquiries to enhance the customer experience.
Customers in Vancouver need a meal that they can take in the morning while rushing to work, including coffee. In this case, they first discover an advert for Tim Hortons’ new breakfast options while browsing their Facebook feed. They also locate themselves and look at the promoting locations near Tim Hortons/services by opening the app. After a while of browsing, they proceed to make a mobile order with a loyalty card promotion.
On entering the store, they ignore the long queue and get their order without the slightest of hassles. After that, they get a Push Notification telling them to ‘Earn more loyalty points on your future purchases!’. Attracted by the products and value added to the application, they write a positive message in the comment section of the app. This interaction helps to consolidate their brand associations and helps make the guests revisit.
A businessman is having a meeting in Calgary, must go to Toronto on short notice and receives an email of some attractive offers for business class tickets. As such, they follow the link to the page containing details of flight options and the price offered by Air Canada as compared to other flights. Deciding that the offer looks good to them, they book the flight and apply their Aeroplan points to get a discount on the amount. They also choose a better seat to be comfortable throughout the period they spend in the aircraft.
During the trip preparations, the application sends check-in notifications and additional information to the traveler. When travelling, they experience a very efficient boarding process, and the in-flight services and the meals provided are satisfactory. Air Canada does a feedback survey after the trip, and the traveler develops an appetite for using the accumulated points for future trips. This positive experience strengthens their bond with the brand.
A journey map for Coursera’s online learners could begin with users actively looking for courses online and proceed with registration, course attendance and submission of the assignments. So, issues like complexity with some of the enrollments or little or no interaction with instructors can be reversed by the enhancement of user experience on the platform. Coursera has thus deepened its journey map by providing easier course catalogue sites, signup, and good student-teacher interaction forums and office hours.
