How to plan your customer journey using touchpoints

marketing strategy public relations Jan 13, 2020

Do you know what your ‘customer journey’ looks like?

Or how many touchpoints your audience experiences from being a cold prospect to a warm hot lead?

The customer journey refers to the process someone goes through, from being a member of your target audience to becoming a customer/partner.

And, every person who has an interest in your product or service, will experience that 'journey'.

As business owners, we need to consider each time a person has any form of contact with our brand - more commonly known as a ‘touchpoints’. Research tells us that the average number of touchpoints someone undergoes before they become a customer is eight.

The more targeted touchpoints we can create – the better!

Brand touchpoints can include a wide range of marketing activities including:

The list doesn't need to be too exhaustive, just consider your target audience - who they are, what they do and their pain points (this is where you can offer a solution) and more importantly what types of media they consume. 

Once you have chosen the most appropriate media, you can plan your customer journey with the aim of identifying, nurturing and converting a cold prospect into a warm hot lead - and ultimately a paying customer.

Customer journeys can vary depending on the type of product and level support service you are providing - truly specialist services may take longer than purchasing an off-the-shelf product or service.

An example of a customer journey with a total of eight touchpoints for a business-to-business brand may look like this...


How do you map your customer journey and how many touchpoints do you use to convert prospects into happy, loyal customers?