Customer Journey

Also known as: Consumer Journey, Purchase Journey, Experience Map

Map of the consumer's complete journey from recognizing a need to purchasing and using a product, including all touchpoints.

The Customer Journey Map visualizes the complete consumer experience with a brand: from the moment they recognize a need or problem, through researching options, evaluating, purchasing, using the product, and post-purchase evaluation—potentially including repurchase and recommendation.

A well-constructed Customer Journey map documents: process stages, consumer thoughts and emotions at each stage, brand touchpoints, barriers and frustrations, and experience improvement opportunities.

The Customer Journey is a synthesis tool that integrates quantitative and qualitative data. At Atlantia, we build Customer Journey maps based on U&A data, ethnography, and digital behavior analysis.