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Customer journey

Team exercise: Are our assumptions about our customer journey stages right?

Team exercise: Are our assumptions about our customer journey stages right?


The first of the big five questions is about nailing your customer journey stages. As we’ve reiterated throughout this book, getting these right is the foundation of any journey map.

Too often when working with a brand we find that the core journey stages are wrong. This is almost always due to assumptions that have been made about what actually matters to your customers, or trying to steam ahead without checking the data.


The first step in establishing a customer journey sounds simple but can actually be the hardest: on a whiteboard draw out all of the steps that a customer goes through to complete a purchase of your product or service, and then (if relevant) the post-purchase steps a customer goes through to become an advocate for your brand.

Once you are confident that you have captured all of the different steps, grab another colour whiteboard marker and circle the steps that you feel are the most important throughout the journey. These will form the base journey stages that your customer goes through.

The next step in this exercise is to turn your whiteboard session into clearly articulated journey stages. Name and describe each journey stage (feel free to lean on the examples used in Chapter One, or come up with completely new stage names and descriptions that resonate with your team).

The main focus here is to feel confident that you have all of the most important stages covered (but only the most important stages), and that your team understands each stage and how they differ from the stages before and after them. This part of the exercise is to ensure team communication and alignment across all of the stages.

Next: Question 2: What is the key action we want to optimise for at each stage of the journey?

This article is an excerpt from our ebook: 5 Big Questions to Map your Customer Journey which you can download here.

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