What is the Customer Journey? Definition, Stage & Template 2024

The “customer journey” encapsulates the entire experience from potential customers to loyal advocates. This blog offers an in-depth look at its definition, stages, and benefits, and demonstrates how to effectively map this journey using specialized templates to enhance business strategies in 2024. Join us as we explore leveraging these insights to forge stronger customer connections and drive growth.

Read more: What is user story mapping? Agile User Story Map for Jira and Confluence

What is the customer journey?

The customer journey refers to the complete sequence of experiences that customers go through when interacting with a company and brand. Unlike a simple purchase path, the customer journey encompasses all stages, starting even before the individual becomes a customer. This journey begins with brand awareness, stretches through the purchasing process, and extends into post-purchase interactions, aiming towards customer loyalty.

Creating a detailed customer journey is crucial because it helps businesses understand and improve the full range of experiences that customers have with their brands. This information allows for more targeted marketing, tailored product development, and overall improved customer satisfaction. Ultimately, a well-defined customer journey enables businesses to deliver better, more personalized experiences that increase customer loyalty and drive long-term success.

What are the 5 stages of the customer journey?

Understanding the five stages of the customer journey is crucial for businesses aiming to optimize their customer interactions and maximize customer satisfaction and loyalty. Each stage represents a different part of the customer’s experience with a brand, and recognizing these can help a business tailor its strategies effectively.

1. Awareness

The awareness stage is where the customer first becomes aware of a need or a solution. This is often triggered by advertising, word-of-mouth recommendations, or the discovery of a problem that needs solving.

  • Customer Actions: Searching for information online, noticing ads, or following social media trends.
  • Business Engagement: Businesses can engage effectively at this stage by using targeted advertising, content marketing, and social media campaigns to ensure visibility to the right audience.

2. Consideration

In the consideration stage, the customer evaluates the available options to fulfill their need. This is where detailed information and comparisons become important.

  • Customer Actions: Reading reviews, comparing different products, asking for recommendations on social media, or engaging with customer service for more information.
  • Business Engagement: Providing detailed and comparative information, testimonials, and case studies can help here. Responsive customer service and interactive tools like chatbots can also guide customers through their decision process.

3. Decision

The decision-making process leads to a purchase. This stage is where the customer chooses between products or services based on their previous research.

  • Customer Actions: Making a purchase, subscribing to a service, or deciding to visit a store or a website to finalize a purchase.
  • Business Engagement: At this stage, it’s crucial for businesses to streamline the purchasing process, offer competitive pricing, easy navigation, and clear calls-to-action. Ensuring a seamless checkout process can significantly impact the decision-making process.

4. Retention

After a purchase, efforts to keep the customer engaged become paramount to foster loyalty. The retention stage involves providing continued value to the customer post-purchase.

  • Customer Actions: Using the product, subscribing to updates, and participating in loyalty programs.
  • Business Engagement: Effective engagement strategies include follow-up emails, customer loyalty programs, regular updates about new offers or products, and excellent customer support. Personalized communication can also significantly enhance retention.

5. Advocacy

When a customer becomes a brand advocate, they not only repurchase but also actively promote the brand through word-of-mouth.

  • Customer Actions: Leave positive reviews, recommend products to friends and family, and share their experiences on social media.
  • Business Engagement: Encouraging satisfied customers to share their stories, offering referral bonuses, and recognizing and rewarding brand advocates are effective ways to encourage advocacy. Engaging with customers on social media and featuring customer stories can also strengthen this stage.

By effectively addressing each stage of the customer journey, businesses can enhance the overall customer experience, leading to increased customer satisfaction, loyalty, and advocacy. Each stage offers unique opportunities for engagement that, if utilized well, can significantly boost a company’s brand reputation and bottom line.

How to create customer journey mapping?

Benefits of customer journey mapping

Mapping the customer journey is a strategic approach used by businesses to gain a deeper understanding of their customers’ experiences across every point of interaction or touchpoint. This mapping is crucial because it provides a detailed insight into customer behaviors, preferences, and pain points, allowing businesses to optimize these interactions to enhance the overall customer experience.

  • Better Customer Insights: By mapping the customer journey, businesses can gather nuanced insights into customer behaviors, preferences, and frustrations. This understanding allows companies to identify areas where customers are most likely to engage, hesitate, or drop off, providing opportunities for intervention.
  • More Targeted Marketing: With a clear map of the journey, marketing efforts can be better tailored to meet the specific needs and desires of different customer segments at various stages of their journey. This targeted approach increases the relevance and effectiveness of marketing messages, improving conversion rates and customer engagement.
  • Improved Product Development: Insights gained from journey mapping can directly inform product development processes. Understanding the customer’s challenges and needs at each stage of the journey allows businesses to design or modify products that more effectively address these points, enhancing customer satisfaction and loyalty.

Create customer journey mapping with Template

Creating a customer journey map is an essential step for businesses to understand and enhance their customer interactions. Templates serve as pre-designed frameworks that can save time and ensure that all critical aspects of the customer journey are covered. 

By using LeanBoard’s templates, businesses can avoid starting from scratch, ensuring a consistent approach to journey mapping across the organization. Here’s how you can utilize these templates to effectively map your customer’s journey:

#Step 1: Download LeanBoard to get started

LeanBoard offers a rich collection of built-in templates designed for effective customer journey mapping. You can install LeanBoard for Confluence or explore versions for other platforms like monday.com, Salesforce, and Jira by visiting our website.

Whiteboard for Confluence

#Step 2: Start with a template

If using LeanBoard for Confluence, you can integrate your design directly into a Confluence page. Alternatively, initiate a new board in LeanBoard’s interface and select a template that meets your business needs.

Customer Journey Mapping Templates

#Step 3: Outline key stages 

LeanBoard enables you to easily customize your map by dragging and dropping components. Define and outline key stages of the customer journey such as Awareness, Consideration, Decision, Retention, and Advocacy.

#Step 4: Detail Action Points and Next Steps

After mapping out the key stages, fill in details such as the user’s thoughts, emotions, and pain points. Use this information to identify opportunities and define actionable points and next steps.

#Step 5: Save your own template or collaborate

With LeanBoard, you have the option to save your customized template for future use or export it for sharing. This facilitates collaboration with stakeholders and ensures that everyone is aligned with the customer journey strategy.


Understanding the customer journey is essential for connecting with customers effectively and improving their experiences from initial awareness to loyal advocacy. By utilizing tools like LeanBoard’s templates for customer journey mapping, businesses can enhance strategic planning and customer engagement. Embrace these practices to build stronger customer relationships and drive your business forward.