What is a Customer Journey Map?
A Customer Journey Map is a visual that shows every stage a customer moves through with your business, from first hearing about you to becoming an advocate. It captures their actions, emotions, pain points, and the moments of truth where your product can win or lose the relationship.
Who this is for and when to use it
African founders trying to understand drop-off, product teams designing onboarding, marketers writing copy that meets customers where they are, and customer success teams reducing churn. Use the workbook when launching a new product, when conversion or retention numbers are not where they should be, before a brand refresh, when scaling customer support, and as part of any positioning work.
What is inside
A written guide that explains how to research and map each stage with examples from African ventures, plus an editable spreadsheet structured as a six-stage journey (awareness, consideration, purchase, onboarding, retention, advocacy) with rows for customer actions, thoughts, emotions, pain points, opportunities, and owners. Pair with The Customer Journey Map Guide for the full narrative explanation.
Key concepts you will learn
The six stages of a customer journey, moments of truth and zero moment of truth, touchpoints versus channels, the difference between customer experience and user experience, emotion mapping, friction analysis, and how to translate a journey map into a roadmap.