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:


  1. Goals
  2. Activities
  3. Touchpoint
  4. Experience
  5. Emotions
  6. Expectations


From your perspective:


  1. Your goals
  2. Your KPIs
  3. Your activities
  4. Ideal Message
  5. How to monitor and verify
  6. Who is in charge at your company
  7. 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: