# Customer journey The journey of a customer, from the time he/she discovers the brand to when they become customers, and later become ex customers (i.e., their journey from A to Z). # Steps - Define personas - Identify phases - Detail the process customers follow from awareness to purchase, and beyond - Different parts might overlap - In consumer brands, there are usually 4–6 phases in a purchase journey: - Awareness - Consideration - Purchase - Retention - Advocacy - Identify journey touchpoints - Points of contact, interaction or information gathering - Touchpoints can be owned by the brand (e.g., ad or Website) or reflect the brand experience (e.g., Social Media or customer reviews) - Create a User Journey Map - Template: https://www.figma.com/file/9Rah8ObdJL3hwE7Szgvs7Z/User-Journey-Map---template-(Community)?node-id=118%3A0 - Identify customer journey thoughts and actions - Helps identify what customers do, think and feel - Customer verbatim quotes help us understand customers perceptions and help us improve the CX and UX - Identify customer Pain Points - What's stopping our customers - Capture the main issues they face - Each pain point will be associated with a specific part of the Customer Journey - We'll then associate it with a touchpoint or lack thereof - Identify customer emotions - The key is understanding the peaks and valleys of your customer's emotional journey