How to Map Your Customer Journey

How to Map Your Customer Journey

by Jay Bowen, Senior Account Director Stoltz Marketing Group

The Customer Journey: why you need to map it.

1. It will help you identify each of these touch points and help you think about how different consumers respond to your message or brand

2. To offer your customers a consistently great and relevant experience across all touch points with your brand

3. To make sure it is what they want and expect from you along the way

4. So you can make every touch point your customer is having with your brand the best experience they have ever had

1. Know who your customers are.• Build your Tribe - who is most likely to buy from you and

focus your marketing dollars on them• Research your customers with in-person interviews,

surveys and more to define your primary target market and begin to develop Customer Personas:

• What motivates them• Behaviors online and offline• What kind of beer do they drink• Where do they buy groceries

• Validate these Personas by testing them in the market place

How to Map your Customer Journey:

2. Know your customer touch points.• You need to know how they are making their buying

decision• Are you influencing the decision at the point it is being

made?• How did they find you?• Do you know where they interact with your brand?• Do you know how they researched you against your

competitors?


3. Create the best possible experience• At every point make it a good experience for that

customer• Listen to your customers and let them tell you what they

want• Make it easy for them to find the information they are

looking for• Make it visually appealing to your customer segments• Don’t design based on what you think will work, A/B Test

until you KNOW what works• Make every experience easy, effective and engaging


4. Set, Test and Measure• You need to set and measure your marketing Key

Performance Indicators (KPI’s) to know if what you are doing IS ACTUALLY WORKING

• Analyze all your traffic, leads and conversions to understand what is converting leads in your funnel

• Test and modify, test and modify until you have the best version

• You need to do more of what IS working and not waste money on what is NOT working


A customer is on a journey with your brand. In every possible

way, make that journey a rewarding one and you create

an advocate for life.

Stoltz Marketing Group is a creatively driven, strategically focused, digitally obsessed, full-service advertising and marketing agency.

We help brands at the two most crucial times in their lifecycle: birth and rebirth. We nurture these nascent or struggling brands with a unique, hands-on approach to research and brand planning that lead to simple, powerful brand design and marketing ideas that deliver consistency and move people to action.

Lock arms with us and you’ll collaborate with a highly regarded, agile team of strategists, artists, technologists and writers who have the proven ability to identify your best virtues and your best path forward.

Stoltz Marketing Group | Overview

Firm information: agile, responsive, attentive.


Firm information: what we do.

BRAND LAUNCH AND EVOLUTIONBrand designCopywriting and storytellingMarket research and brand planningAudience identification

CUSTOMER ENGAGEMENTContent marketing and PRSocial marketingTradeshow, guerilla and event marketing

ADVERTISINGWe take complicated marketing problems and distill them into elegantly simple and unique campaigns that engage audiences for the longterm.

EXPERIENCE DESIGNResponsive website design and developmentMobile apps and unique experiencesTV, video, motion graphics, animationCorporate video and motion graphic presentations

DEMAND GENERATIONMedia planning and placementSearch engine optimization (SEO)Search engine marketing (SEM)Customer relationship managementMarketing automation

STOLTZ MARKETING GROUP913 W. River St., Suite 410P.O. Box 8925 | Boise, ID 83707T 208.388.0766 | W www.stoltzgroup.com


Firm information: get in touch with us.

http://www.stoltzgroup.com/

Ken Stoltz, president Client service, Business reviews, Brand strategy, Media planning

Ward Duft, creative director Brand planning, Creative concept development, Copywriting

Jill Watterson, director of client services Client service, Brand planning, Media planning

Jay Bowen, senior account director Client service, Brand planning, Content marketing, SEM, CRM, marketing automation

Kate Holgate, associate creative director Creative concept development, Art direction, Digital UI/UX design

Bill Doty, digital media producer Video production, Website/mobile programming

Brian Harrison, digital strategistClient service, SEO, SEM, Social marketing

Dan Stone, copywriter / pr manager Copywriting, Creative concept development, Public relations

Tony Hart, art director Art Direction, Digital UI/UX design


Key staff: the people behind your brand.

We see your potential. TM