At home he searches online for suitable manufacturers

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It is intended to serve for a fictitious manufacturer of sustainable and fairly produced outdoor sports clothing. Buyer persona for customer journey map A well-founded buyer persona helps you understand what defines your customer and what needs they have. Important: Depending on how different your products or services are, it may be worthwhile to work with different buyer personas. At the beginning it is enough to create a journey map for a buyer persona. Ideally, you should develop a separate customer journey map for each of your buyer personas.


Step 3: Design a timeline with steps & touchpoints This phase is about defining the different steps Special Data that a customer goes through in chronological order. In these steps, a distinction is made between so-called steps and touchpoints. Steps in the customer journey map Steps are different actions or steps that a customer takes in their customer journey. These can be very small things, such as recognizing a need. Or it involves larger steps such as visiting an online shop or sending an order. Let's stick with the example of our Buyer Persona Max. Part of his customer journey can look like this, for example: Max's old rain jacket is no longer of any use and he realizes that it is time for a new one.




Because sustainable and fair production is very important to him, he finds out about relevant seals and certifications for textile manufacturers. Max is looking for suitable brands that meet his needs. He looks for suitable products in an outdoor shop in his neighborhood that stocks various manufacturers. Graphically the whole thing can look like this: Steps in the customer journey map Touchpoints in the customer journey map But what is the difference between a step and a touchpoint? While a step in the customer journey can describe any form of change in a person's consciousness or an action, the situation is different with a touchpoint.