When you map out your customer's decision journey you'll be able to identify the brand touch points where your company can create a unique and differentiated experience for your customers. Once you have your customer map, you'll be able to make strategic decisions about how to allocate your assets (time, people, money) to create a remarkable brand.

1. Customer Journey Map – Brand Touchpoints
Unaware Transaction
Repeat

2. Start at the star. The point of sale. The moment of truth. Work
left from here. Mindmap of the path a customer takes to get to
choosing you and gives you attention (or money).
– What are the points that led a customer to here?
– What are their motivations?
– How did the customer come to choose you?
– Where did they learn about you and interact with you?
– Did they research through Google or use social networks for insight?
– Did they visit your store, website, email you?
– Did they hear your ads, see your promotion, get a referral?
– Who does a regular customer talk to in your store? For example - welcome desk, sales
people, service?
Customer Journey Map – Brand Touchpoints

3. Go back to the star. The point of sale. The moment of truth.
Work right from here. Mindmap of the points of interaction
between your company and the customer after they have given
you their attention (or money).
– What happens after they buy from you?
– How do you keep that customer’s attention?
– How does your company deliver the product, service or offer?
– Who is involved in the post-purchase process?
• Customer service
• Accounting department
• Sale people
• Legal
• Marketing
Customer Journey Map – Brand Touchpoints

4. Customer Journey Map – Brand Touchpoints
Unaware Transaction
Repeat
Website
conversions
Social Search
Expert
opinion via
Blogs &
Articles
Google
Reviews
Database
Lists
Ask Friends
& colleagues
In store experience, sales material
and follow up via Email, phone, social
Sales &
Financing
Delivery of
goods or
services
Post delivery
Follow-up
Customer
Experience
Survey
Customer
Relationshi
p activities
Referrals
Repeat
purchase
Ads
Cold
Calls