A customer journey map is a tool to help decision-makers visualize how customers interact with a brand. The tool identifies each touchpoint, emotional experience, and choice a customer faces when moving along the marketing funnel:
Brand awareness
Offering consideration
Purchase decision
Brand loyalty
Traditionally, a customer journey map followed a linear path from brand awareness to brand loyalty. Modern maps account for non-linear journeys. For example, a social media follower may develop brand loyalty long before being able to afford a brand’s product or service.
By mapping the journey, marketing teams can organize customer interactions into a clear, detailed, non-linear flow from an initial brand encounter to long-term loyalty. Companies can address pain points and optimize experiences by outlining touchpoints and identifying high-impact moments to build deeper, lasting customer relationships.
At Forth & Sons, we believe in crafting and managing websites that actively support each customer journey phase. Our approach minimizes barriers customers may encounter, making it easy for users to find the information they need, engage with your brand, and make confident decisions, no matter their entry point.
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