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10 | Mapping the Customer Journey
Why Do I Need a Customer Journey
Map?
In the first webinar of our Lead to Loyal™ series, we went through the steps to develop personas, fictitious
representations of your audiences. Well thought out personas, we concluded, are the foundation of
personalized, one-to-one communication. Customer Journey mapping builds upon that foundation by
taking your personas through a hypothetical experience with your brand. A customer journey map can
inform everything from the information architecture of your website to the posters you display behind the
teller line of a bank branch. The most immediate and actionable benefit of a customer journey map, and
the one we will focus on for the remainder of this presentation is a content gap analysis. Using a customer
journey map, you can identify what content your personas are looking for at each stage of their journey.
How Many Maps Should I Create?
Of primary importance to the digital marketer is the experience your potential customers and customers
have with your website. We recommend that you map the ideal experience on your website for each of
your personas. In our last webinar, we determined that 5-7 personas was the right amount for most
organizations. So, at a minimum you should have 5-7 maps.
However, the answer to how many maps should you create depends on how many experiences you want
to improve. For example, a bank or credit union, in addition to the website journey, may also want to map
the in-branch new account opening process.
Customer enters branch > greeted, signed in > waits in
lobby > taken in by banker > opens account
When compared with the process to open an account online this can yield valuable insights. Are there too
many steps to open in the branch? How long does it take to open an account online vs. in branch?