Customer Journey Map

CUSTOMER JOURNEY — [Business Name]

STAGE 1 — UNAWARE
Where they are: [situation before they know they have a problem]
What we do here today: [current activity or "nothing"]
What we could do: [idea]

STAGE 2 — PROBLEM AWARE
Trigger: [what makes them realize there's a problem]
Where they look: [search terms, platforms, people they ask]
What they need from us: [reassurance, education, a name]
What we do today: [current activity]
Gap: [what's missing]

STAGE 3 — SOLUTION AWARE
What they're comparing: [options, including doing nothing]
Questions in their head: [list]
What we do today: [current activity]
Gap: [what's missing]

STAGE 4 — CONSIDERING US
First touchpoint: [website, referral, ad, call]
What they experience: [describe honestly, including response times]
Friction points: [forms, slow replies, unclear pricing, hard-to-find contact]
Gap: [what's missing]

STAGE 5 — DECIDING
What they need: [proposal, price, references, terms]
Who else is involved: [other decision-makers]
Typical delay: [how long and why]
Gap: [what's missing]

STAGE 6 — BUYING
The steps to pay: [list]
Friction: [anything that makes payment awkward]
Gap: [what's missing]

STAGE 7 — ONBOARDING
First 7 days: [what happens]
What could go wrong: [list]
Gap: [what's missing]

STAGE 8 — USING / RECEIVING
Ongoing experience: [what they get and how often]
Moments that matter most: [list]
Gap: [what's missing]

STAGE 9 — RENEWING OR REPEATING
What prompts a repeat: [trigger]
What we do today: [current activity]
Gap: [what's missing]

STAGE 10 — REFERRING
When they're most likely to refer: [moment]
What we do today: [current activity]
Gap: [what's missing]

THE THREE GAPS TO FIX FIRST
1. [Gap] — because [impact]
2. [Gap] — because [impact]
3. [Gap] — because [impact]