Welcome to the Small Business Guide to Shaping the Customer Journey

The customer journey is the sum of all experiences a customer has when interacting with your business. From their first Google search to their most recent purchase, every touchpoint adds up to a total customer journey. And in today's digital world, there are countless touchpoints to consider. Taking charge of the path your customer takes with your business is critical to creating a smooth journey that builds loyalty and encourages return business and lots of referrals.

Full table of contents

Tools for driving the customer journey

You want to drive the customer journey, rather than letting it take control itself. There are a number of marketing tools that can help you create your desired path for customers.

The connection between customer experience and the customer journey

In the end, the sum of all the customer journey's parts is what your audience experiences when interacting with your brand. From the ads they see to the product they buy to the customer service they receive, these elements of the journey all shape a customer's perception of your brand.

How to View Customers More Like Members
Marketing Podcast with John Jantsch In this episode of the Duct Tape Marketing Podcast, I'm talking about a new book[...]
How to Improve Your Customer’s Journey
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How Mobile Has Impacted the Customer Journey
The customer journey is influenced by many outside factors. As the use of mobile devices has taken off over the[...]
Important KPIs for Each Phase of the Customer Journey
The customer journey is often a long and winding road. And that means it can be difficult to track your[...]
How Mapping Your Customer Journey Can Improve the Customer Experience
When you're driving to an unfamiliar location, you pull up directions on Google Maps. When you're hiking a new path[...]
How Did the Customer Journey Evolve in 2019?
The customer journey is at the heart of all marketing efforts. I wrote last week about how the marketing hourglass[...]

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