How to use
Start by defining the main phases your customers go through, from awareness to purchase.
Next, for each of those stages, specify the goal(s) customers have. Examples include budget or fast purchase, having fun, etc.
Now move to the action lane. Define what actions customers take at each stage.
Customer touchpoints refer to all points of contact between your customer and your brand. It can be a social media ad, visit to the website or in-store interaction with an employee, etc.
During their experience, customers also face some challenging moments. Those belong to the Pain points lane.
Finally, it’s time to map out the emotional journey customers go through. You can draw a line that goes up and down according to the positive or negative feelings.