Customer journey can be a tricky one!!

With this article I’ll do you one better, giving you a better picture of the customer journey.

When was the last time your E-commerce customer journey was smooth as butter? I bet that would be never.You might have found yourself thinking why I have such low conversions

Wait!. I’m not trying to disappoint you.

With ever-shifting mindsets of consumer purchase behavior, it’s hard to have a foolproof customer journey strategy, yet trackable attribute. Customer journey is a funnel with higher traffic one side to the lesser traffic at the end, influenced by touchpoints.

A touch-point is where a customer interacts with your brand in the online space. It could be an ad or searching online or rating or advertising infomercials or shopping at your retail unit. According to an article published in Forbes, companies that use tools like a customer journey map, reduce their cost of service like 15-20%.

You might have wondered why a customer spends so much time searching, researching, comparing your products just to abandon the cart. Well, the answer is right off your bat, its poor touchpoints.

The best advice to a small business owner or for that matter a larger business owner never stop thinking about how to delight your customer not to satisfy your customers but to delight your customer.  

– Warren buffet

If warren buffet says so, who am I to say otherwise. Delighting a customer to be felt understood with his needs, throughout the customer journey makes up a touch-point.

What does customer journey mapping exactly mean?

A customer journey mapping is a way of tracking a customer’s decision at every stage and analyzing it for creating a better customer experience.

Think of customer journey mapping as a way to understand your customer’s experience on what makes them go to the next step of the journey right from ads to reviews after purchase.

To get a better understanding of how mapping out a customer journey can get you better results, let’s look at a case scenario.

You own a healthy snack brand, products ranging from cereal snacks to healthy cookies.

A person who recently debated getting into a healthy lifestyle came across your brand, after a period he considers trying out your products. He searches for your products, goes through your reviews, and feels satisfied but yet to buy. After a while, he ordered it online and gets delivered in time, feeling satisfied with the product expects a better offer in the future.

ideal Customer journey steps from seeing an ad to buying a product.
Customer Journey

But sadly this ain’t a fairytale,

Sorry to interrupt your happy roller coaster ride. 

In real life, a customer journey is not straight rather it can be backward, cyclic, or even back and forth. understanding your customer can help you figure out the right customer journey strategy.

When it comes to purchasing something, the subconscious mind impacts our decision greatly. Understanding the motive behind these subconscious thoughts of your customers will help improve the journey throughout your brand. Considering the scenario, take a look at where you can impact your customer’s journey.

Customer journey can be segmented into 5 stages

Awareness: The customer gets to be aware of what the brand is all about. This phase is really important for any business since you would be reaching a lot of new people who may be your customers. It is all about the initial sparks that the customer gets with your out of box design (or) idea (or) concepts that your brand contributes.

Consideration: Recognising that customers have needs to be met with, attack on the pain points of your customer’s problem. Creating your product as a necessity for your customer’s pain points can create an affinity to purchase your product or service

Purchase: The phase where we all want our customers to be, a lot of brands tends to thinks that the customer journey ends here.

“bye-bye customer you are a free human ”

but this is where things get interesting for a brand.

Support: This is a game-changing phase for brands looking to set a benchmark in their niche. Catering to customer needs after the point of purchase will create a positive impact on your customer. Where you can actually be different amongst other players

loyalty: This phase is where you get to chill and watch your loyal customers take care of marketing your brand with “word of mouth” and trust me it spreads like wildfire. Be ready to provide better services to gain attraction.

Today‘s customer journey is an iterative, complex, pinball of touch-points.

– David Louis Edelman

Creating better touch-points at every stage of the customer journey is more important. 

When a touch-point gets complicated for a customer to understand it becomes a pain-point as well, which will negatively impact the customer experience, so when it comes to touch-points they can either make or break your business in seconds.

A while back I ordered a smartwatch from an e-Commerce site as I was into it, (touch-point) the price was also reasonable and also had good reviews (touch-point), they also provided me with a tracking feature still the delivery was taking too much time (pain point).

While the order came it was not the same from what I saw on the web (pain point). Making situations worse they were not responding to my calls (or) my mails either (pain point). After a while, one of my friends asked about the same e-commerce site for ordering a similar watch.

Obviously, I suggested him not to buy.

Pain Points becomes a brand killer, A pain point doesn’t need to be as big as this. It can be small as your checkout page being complicated or your website has a lot of confusion and clicks baits rather than genuine stuff. 

These things can be identified through customer journey mapping to improve the customer experience at each stage.


The customer journey is no different than the journey in a relationship. If the experience with the other person tends to be great you will have an amazing life journey. Business is no different for, its about building a strong rapport and great experience with every customer.

There is no single right approach in the customer journey, all that you need is to be customer-centric about your product or services.

Develop a culture of being customer-centric within your company as well. In the end, people associated with your business or brand is more important than the actual business. If you focus on improving the rapport between your brand and your customer, there is no other better strategy in building your brand.


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