We love seeing our clients and partners succeed. So when we get some good business advice, we share it. Case in point, these tips from our friends at TAP London, helping you to master your customer journey mapping…

Customer experience is a vital component in any great digital marketing strategy. Customer journey mapping is integral to this, as it enables a business to understand its customers and plan marketing activities with their specific interests and requirements in mind.

A customer’s journey is the route that is taken before every purchase. It begins with awareness and leads quickly into consideration and a buying decision. The final stage of the journey is a sale, usually known as a conversion, and potentially ongoing retention.

As you can see, every element of the customer journey is significant if a business hopes to retain a growing list of loyal fans. That’s why companies today need to integrate customer journey mapping into all digital marketing strategies.

Take a look at the following tips to learn more about how to incorporate journey mapping into your own marketing activities.

Make full use of available data

In today’s increasingly digital world, businesses have more data at their fingertips than ever before. But too many companies aren’t making full use of the information available to them. Great customer journey mapping relies heavily on data. It’s hugely important that data is fully understood. Only then can it be used to influence the strategies of marketing campaigns.

Analytical data is quantitative by its very nature, so it’s an easy option for those looking to learn more about customer journeys. Data like customer locations, buying habits, age demographics, gender and so on can be invaluable when it comes to understanding typical journeys.

Analytical data can be used to learn about broad trends in customer’s behaviour, and it should feature highly in any initial journey mapping research. Added to this is anecdotal information, such as customer feedback, reviews and posts on social media. This information is also useful in determining customer journeys, and should not be ignored.

Know your buyer personas

All good marketing teams now have a specific set of buyer personas in mind when planning campaigns, and these same personas can be used to map customer journeys. Of course, customer journeys are rarely identical for similar personas, but personas can be used to discover typical trends, such as seasonal behaviour for example.

Do as much research as possible into buyer personas, and learn all you can about the types of consumers who tend to purchase from your company. Look into how they found out about your products, how they like to engage with your brand (and others), and where they search when they find themselves in need of a particular product or service. The more you know, the better informed your journey mapping will be.

Understand touchpoints

A touchpoint is the name given to any way in which a customer might interact with your business. They could be simple things such as social media posts, newsletter campaigns, reviews, testimonials and other advertising. Touchpoints also cover engagement activities, such as customer support interactions, a visit to a store or an ongoing promotion.

After a purchase has been made, there are more touchpoints to consider. Think about how customers receive invoices, any retention interactions they receive and the ways in which they can contact your team should they have any queries or problems.

Every single touchpoint that you can think of plays a part in customer journey mapping. Of course, no single customer is likely to experience every touchpoint, but you may well find that similar personas come into contact with parallel touchpoints en route to a purchase.

Consider which touchpoints should feature in which typical journeys, and use this information to plan a series of journeys that your customers might take.


Getting to know the journeys that lead customers to a purchase enables marketing professionals to create targeted, effective campaigns that really deliver on ROI. In digital marketing, the more you know about your customers the better your results will be.

Decipher the complex web of touchpoints that makes up your customers’ journeys and you’ll find yourself with a veritable goldmine of information at your disposal. Information that can be used to transform the customer experience and dramatically improve sales.

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