What is it?
What is a customer journey?
Customer Journeys describe and visualize the set of specific sequential steps and interactions that a customer goes through with a company, product and/or service.
We prefer to use a customer journey map that follows the AARRR pirate funnel: acquisition, activation, revenue, retention & referral (5 stages).
For each step you describe per customer persona:
From the customer perspective:
- Goals
- Activities
- Touchpoint
- Experience
- Emotions
- Expectations
From your perspective:
- Your goals
- Your KPIs
- Your activities
- Ideal Message
- How to monitor and verify
- Who is in charge at your company
- Estimate of Product market fit
This exercise takes about a day and you will end up with a nice visual map or sheet like this:
