Skip to content

Putting Customer Journey Mapping into Perspective

Get the Complete Picture with Customer Journey Mapping

There are a variety of tools to get the complete picture of the customer. This includes such tactics as shopper intercepts, checkout surveys, in-store interviews, mystery shopping and online pop-up surveys. But customer journey mapping can take it to the next level, offering a broader and deeper assessment of the customer’s path to purchase.

Gold Research, in its blog, “Why Shopper Insights need Customer Journey Mapping,” looks at some of the key reasons it recommends the mapping process to clients:

1. Customer journey integrates multiple research approaches to provide a complete view: The best objective of shopper insight is to provide a comprehensive view of how your product is performing and/or how a customer reacts to your product from the beginning of the process (when they first realize they need what you sell) to the end, when they consider how your product worked in their life. This looks at the entire picture.

2. Touch-point specific approaches are efficient, but less effective: Good shopper insight does more than look at specific sections of the path to purchase process by expanding the scope of research to allow for a more complete analysis. While touchpoint specific research (like advertising or packaging feedback, surveys or online intercepts) can provide valuable insight, they are narrow in scope. Customer journey mapping allows you to look at the entire process from the shopping trigger to repurchase and study the entire shopping experience from the moment a customer recognizes they have a problem to their experience with the product they chose to solve that problem afterward.

3. Moments of truth and pain points easier to identify with customer journey mapping: Shoppers experience a range of emotions during the entire purchase process, and not all of them are positive. Further, some customers experience a moment of truth after purchasing the product and realizing that it either works as well or better than they thought, or it doesn’t work (or they don’t know how to make it work).

Defining Customer Value and Improving Feedback

All Things Insights looked at the purchase journey in “Defining Customer Value to Enhance the Purchase Journey.” Customer value can sometimes be a tricky measurement to determine. Ultimately, customer value measures a product or service’s worth and compares it to possible alternatives. This establishes whether the customer feels like they received enough value for the price they paid for the product/service. There is also the factor of the emotional journey behind the purchase, as well as any buyer satisfaction, or remorse, after the purchase. Still, understanding customer value can help the business price products in a fair manner while reducing some of that bad friction in the customer experience.

In “Improving the Customer Feedback Experience,” All Things Insights also explored the topic through the filter of customer satisfaction. As the buyer journey becomes more complex, in this e-commerce and omnichannel-driven retail world, the customer satisfaction survey remains a foundational tool. With it, companies can measure consumer and brand sentiment and other measurements. This isn’t just about bringing in new customers, but about retaining your older customers and making sure they are satisfied with their products or services. It’s a rather quick and convenient way to ask customers for their feedback, identify technical issues, and discover new opportunities. In addition, it helps maintain relevancy and a competitive edge while monitoring, and improving, progress and operations over time.

Opportunities to Understand the Customer

Customer journey mapping offers several significant benefits in the context of market research. Overall, customer journey mapping is a valuable tool for market researchers to gain insights into customer behavior, identify opportunities for improvement, optimize marketing strategies, enhance cross-functional collaboration, and measure customer satisfaction. We asked ChatGPT to outline some of the top benefits of the practice:

  1. Deep Understanding of Customer Behavior: Customer journey mapping provides insights into the various touchpoints and interactions that customers have with a brand throughout their journey. By mapping out the customer experience from awareness to purchase and beyond, market researchers gain a deep understanding of customer behavior, preferences, pain points, and decision-making processes. This understanding allows organizations to tailor their marketing strategies, messaging, and offerings to better meet customer needs and enhance the overall customer experience.
  2. Identify Opportunities for Improvement: Customer journey mapping helps identify gaps, inefficiencies, and pain points in the customer experience. By visualizing the customer journey, market researchers can pinpoint areas where customers encounter obstacles, frustrations, or confusion. This insight enables organizations to identify opportunities for improvement and develop targeted interventions to address these issues. Whether it’s streamlining processes, improving communication, or enhancing product features, customer journey mapping helps prioritize initiatives that have the greatest impact on customer satisfaction and loyalty.
  3. Optimize Marketing Strategies and Campaigns: Customer journey mapping provides valuable insights into the effectiveness of marketing strategies and campaigns at different stages of the customer journey. By tracking customer interactions and touchpoints, market researchers can assess which marketing channels, messages, and tactics are most influential in driving customer engagement and conversion. This data-driven approach allows organizations to optimize their marketing efforts by reallocating resources to high-performing channels, refining messaging to better resonate with target audiences, and experimenting with new strategies to improve overall campaign performance.
  4. Enhance Cross-Functional Collaboration: Customer journey mapping encourages cross-functional collaboration and alignment across departments within an organization. By involving stakeholders from marketing, sales, customer service, product development, and other relevant areas, organizations can gain diverse perspectives and insights into the customer experience. This collaborative approach fosters a shared understanding of customer needs and priorities, promotes teamwork and communication, and ensures that everyone is working towards a common goal of delivering exceptional customer experiences.
  5. Measure and Track Customer Satisfaction: Customer journey mapping provides a framework for measuring and tracking customer satisfaction and loyalty over time. By monitoring key performance indicators (KPIs) at each stage of the customer journey, organizations can identify trends, patterns, and areas of improvement in the overall customer experience. This ongoing feedback loop enables organizations to make data-driven decisions, iterate on strategies, and continuously improve the customer experience to drive long-term loyalty and advocacy.

Delivering on the Purchase Experience

By leveraging customer journey mapping as part of their market research efforts, organizations can gain a competitive edge and deliver exceptional experiences that drive customer loyalty and business growth. Overall, for the insights professional it’s really about diving deeper into the customer’s behavior and experience to gain a more in-depth perspective of the entire path to purchase journey. This customer journey mapping in turn will enhance the company’s market research efforts, as they identify pain points and moments of truth along the way.

Video courtesy of HubSpot Marketing


  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

    View all posts

Related Content

Getting Closer to Your Customers

There are a variety of options available when it comes to understanding your customers or target audience. Chief among them in the market research fie…

Mastering Multi-Generational Marketing

Today’s consumer audiences are diverse and span multiple generations. Each demographic group has unique preferences, concerns, and values. Ultimately,…


More Related Content

Colorful windows set into a colorful wall.
online surveys

Getting Closer to Your Customers

There are a variety of options available when it comes to understanding your customers or target audience. Chief among them in the market research fie…

Baby's hand holding an adult's hand.
consumer trends

Mastering Multi-Generational Marketing

Today’s consumer audiences are diverse and span multiple generations. Each demographic group has unique preferences, concerns, and values. Ultimately,…

Happy man holding trophy and confetti raining down.
customer feedback

Using Insights to Win Customer Loyalty

Are your customers staying put, or is your company struggling with retention? Leveraging market research and gaining actionable insights could be the…

A wide range of emoji faces from happy to sad and angry.
customer experience

Improving the Customer Feedback Experience

As the buyer journey becomes more complex, the customer satisfaction survey remains a foundational tool for the market researcher. With it, companies…

Darts resting on the side of a bullseye.
actionable insights

Taking a Customer-Centric Business Approach

Growth marketing continues to be an effective and nimble way to attract, engage and retain customers. Billed as an alternative to traditional marketin…

A big magnifying glass.
consumer behavior

Searching for Cultural Anthropology Insights

Consumers and brands are influenced by culture. Our values and identities, among a variety of societal and social factors, are tied to cultural contex…

playing the Jenga block game
media insights

Building a Marketing Mix Framework

Suraj Rajdev, Head of Analytics at Google, sat down with All Things Insights’ Seth Adler to discuss his session at the Media Insights & Engagement Con…

generational insights

Connecting with Generation Alpha

At the recent Media Insights & Engagement Conference, Seth Adler had a chance to chat with Alexander Cammy, Manager, Insights & Cultural Intelligence…

consumer trends

Driving the Sustainability Message Home

Justin Coates, Head of Global Market Research & Consumer Insights, Eastman Chemical Company, knows a thing or two about sustainability and the role in…

consumer mindset

Thinking Through the Perception Perspective

All Things Insights’ Seth Adler discussed a variety of subjects with author and journalist David McRaney at this year’s TMRE. McRaney gave a keynote p…

behavioral insights

Infusing the Behavioral Insights Mindset

During the “Behavioral Insights” session of the Road to TMRE Gathering, Seth Adler explored “Activating Behavioral Insights: Team & Consumer Themes” w…

media insights

Piecing Together the Attribution Puzzle

During the “Beyond Media Measurement” session of the Road to TMRE Gathering, Seth Adler discussed “Attribution” with guests Doug Healy, Senior Directo…

actionable insights

Reaching the Consumer

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

consumer trends

Charting A Sustainable Way Forward

Call it an eco-awakening, as more global consumers gravitate to sustainable products or at least indicate their growing awareness and even desire for…

consumer trends

Harnessing the Pulse of Trends

These consistently disruptive times have ensured us that it’s never been more important to stay on top of the pulse of the market. That’s true for pat…

media insights

A Changing Consumer Shapes Media Evolution

All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference earlier…

consumer focus
consumer focus

Driving Consumer Focus

Putting the customer first is a time-honored tradition that remains current and relevant to this day. Consumer focus is a strategy that focuses on und…

consumer insights

Collaboration Around The Consumer

The consumer is now in the driver’s seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into w…

consumer insights

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

live sports programming

Live Sports Insights

Programming across the board is looking to develop content that appeals to an audience that engages increasingly with user-generated content (UGC) and…

media insights

Content Marketing Insights

In the past decade, SVOD (Subscription Video-On-Demand) companies have revolutionized how we consume our favorite shows and discover new ones. As medi…

behavioral insights

Media Behavioral Insights

Analytical minds will always benefit from more complete data from farther-reaching sources. Even more fundamentally, Pepe says the questions everyone…

consumer insights

Path To Purchase Insights

Insights leaders are responsible for connecting all of the information gleaned from a multitude of different sources, and creating usable data that wi…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

consumer insights

Ripple Effects on Insights

For many of us the pandemic brought along with it a series of impactful changes that honestly, none of us could have predicted. Everything regarding w…

media insights

Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…


Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

media insights

Super Insights

Talking with Peter Leimbach, Senior Vice President, Ad Sales Research at FOX Sports, it’s clear that pro football teams aren’t the only ones competing…

generational marketing

Gen Z Insights

“Ultimately Gen Z demands a new media plan. The previous ways of thinking in terms of length being a precursor of the efficacy of advertising content…


LGBTQ+ Insights

Reports indicate that only about 7% of the population is categorized as LGBTQ+, but reports aren’t always accurate. As Angel Bellon Senior Director of…

user experience

UX Insights

Shilpi Sinha is not only speaking at TMRE but joining the pre-event Innovating Insights Workshop as a table co-host. Both the session on the agenda an…


DEI Insights

What if a key set of insights could drive revenue, help the business run more effectively, make the business seem to be leading edge and make current…

behavioral insights

Behavioral Insights

We continue to spin forward into a next paradigm for global corporate enterprise and society in general. Within a rapidly paced evolution, certainties…


A Better, More Difficult Experience

Through a traditional lens- ease of use, automation, amazonification- are the ends, not the means. But what if making something more difficult was act…


The State of the Consumer (2022)

eBook by Remesh | 21 Apr 2022 About This Report 2021 has been a transformative year for every industry and organization in the world; from more perman…