A customer journey map helps you see your work through the buyer's eyes. For a small project, a few stages with questions, channels and owners are enough.

Describe the customer's actions

Start with the need arising, then look at searching, comparing, getting in touch, agreeing and delivery. At each stage, ask what information the person needs and what might stop them moving forward. Do not limit yourself to the website's pages.

Link the journey to the team's work

For each point, assign an owner and an expected result. Check how data is passed between participants. Clarify how rescheduling, cancellations and questions after completion are handled: they are also part of the real experience.

How to map a single real scenario

Choose a specific task and follow it from the moment the need arises to receiving the result. At each stage, write down the person's question, the information they need, the channel and the expected action. Do not limit the map to the website: conversations, offers, agreement and handover to delivery also shape the experience. Separate what the team has observed from assumptions about customer behaviour. If a stage is based only on guesswork, note how to test it before changing the process or investing in another tool.

How to find a gap between two stages

Check what the previous participant passes to the next and whether there is enough information to act. For example, a submitted form does not yet mean an owner has been assigned, and an agreed offer does not yet mean the person doing the work is ready. For each transition, specify an owner and a confirmation. Then look at rescheduling, cancellation and questions after completion: they must not fall outside the overall process. The map is useful when it ends with a specific fix for a gap, not just an attractive diagram nobody uses when handling enquiries.

What to check

  • Write down the customer's key questions.
  • Find transitions without an owner.
  • Check that promises are consistent.
  • Walk through the journey with a test enquiry.

Example situation

The “send an enquiry” button leads to a form, but the customer does not yet know whether a paid call is required. This is something to explain before they submit.

Next step

A map is useful when it reveals a specific gap in the process and helps you assign an action to fix it.

Official information on this topic

Checklists and examples are organisational recommendations. Requirements depend on the procedure, the city and your situation; check them with the relevant office before you act. Please discuss legal and tax questions with an authorised professional.

This article was prepared with the help of AI. The example illustrates the approach and does not describe a client case.