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Customer Journey: why is this marketing tool essential?

Thomas Huber

October 10, 2020

8 min of reading


Literally translated from English, the Customer Journey is a marketing method dedicated to mapping the customer journey from purchase to use of a given product or service. This approach thus allows any company to comprehensively define the user experience, the various interactions and dependencies, as well as potential obstacles or opportunities leading to further refine the design process. Aiming to anticipate the customer's experience with regard to the product or service, the definition of the Customer Journey thus proves to be an essential tool in the ideation and innovation processes.

The user journey at the heart of business innovation

A concept directly derived from marketing studies in the 1970s, the Customer Journey is defined as an approach anticipating the various actions and interactions occurring between a user and the product / service offered by a company. This method thus allows the actors involved in the design to define a purchasing and consumption path that will be used for a more targeted definition of the product / service. Buyer, consumer, the customer has now become the center of a large majority of marketing strategies, where his experience takes precedence over the function and very usefulness of the products to be designed. At a time of the diversification of digital marketing tools and services, user experience is now a key element in defining a design and distribution strategy. In this context, the Customer Journey is an essential device in the very definition of a customer strategy dedicated to optimizing its experience, especially as communication channels and interactions have multiplied over the years. numerical revolution.

Personalize a product / service by mapping the user experience

With the primary goal of studying the user's evolution with regard to a product / service, the Customer Journey is an essential device when it comes to refining design strategies and personalizing the final product in order to that the latter corresponds as closely as possible to the customer's expectations. In addition, this method has many advantages for the company in that it easily reveals the various obstacles and opportunities associated with the user's journey in consuming the product / service. Thus, this tool is essential in that it allows to understand the customer and thus to better target the nature and use of a product in design. The Customer Journey will be useful for the UX designer as well as for product or design managers. A true map of user experience, this method also unites the design language and makes ideation materials accessible to a wide range of company employees.

Map the user experience

Although there are many applications of the Customer Journey in a wide variety of companies and fields, this approach can be defined in a few general principles, with at their center the overall objective of capturing the mindset and the l customer experience in their purchasing and consumption process. To this extent, the Customer Experience Journey Mapping consists of:

  • Disseminating a precise vision of the user's needs and expectations to the various actors involved in the ideation and design process
  • Defending the project and convincing other collaborators of the validity of the project
  • Define and anticipate the various obstacles, limits and opportunities for innovation and adaptation of the user and the company
  • Measure the impact of a new product / service on the market
  • Promote the ideation processes of the various members of the business

Design a user journey map

The user experience map will be different from one company to another, from one user segment to another. The number of steps will also depend on the various obstacles encountered throughout the design process. From this diversity of applications, certain stages of the Customer Journey design process can be extracted:

  • Gather the various data pertaining to the product / service
  • Define and analyze the various global objectives of the company
  • Target the customer segment, define and analyze the user
  • Define each of the Key stages of conception and distribution in a chronological way, their characteristics and interactions with the clien
  • Note the obstacles and opportunities for adapting the strategy
  • Discussion between the different collaborators and ideation
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