How To Map Your Customer's Journey Through CRM? -

How To Map Your Customer’s Journey Through CRM?

Business success can be truly achieved by putting customers first. When picking a CRM (Customer Relationship Management) tool, it is easy to get confused due to internal processes, software, and website layout. This can cause a company to ignore the customer.

Therefore, user journey observations must be aligned with business needs to guarantee company success. Ideal customers are also easier to turn into fruitful leads this way.

Any steps that a user takes to interact with your business are known as the user journey. Forming detailed buyer personas and tracking each step can take time and effort. This is made simpler through customer journey maps.

If you wish to know more about how you can create customer journey maps through CRM, you are at the right spot. Today, we shall look at various ways you can do this. Let’s get straight to it!

What Is A Customer Journey Map?

It is a visual story of each customer’s journey that is paved by acknowledging all steps they take to interact with a business and become trusted leads.

Customer journey maps help businesses alter their CRM software to eradicate system flaws. You are also able to learn about new ways that can be used to improve customer experience.

Client research must always be held at stage 1 if you want to extract accurate results from any customer map.

How To Break Down A Buyer’s Journey?

Let us now look at how you can use CRM software to breakdown a buyer’s journey:

Customer Persona

Starting with a buyer persona will help keep a journey focused and allow the business to know who its customer is.

Several factors that you can consider for each customer include:

  • Job role.
  • Education.
  • Age.
  • Gender.
  • Barriers/endpoints.
  • Marketing tactics that attract them.
  • Websites they usually visit.

This and a few other factors specific to your business/product can be used as a guide to starting with customer journey mapping. This makes it clearer who your customers are, what they like, and what they dislike.

Customer Scenario

Knowing why customers want to reach out to you first can help you create a perfect map. This also helps in coming up with better marketing strategies and campaigns.

A customer journey should align with the products/services you are offering. As a business, you must know what problems you are helping your customers solve through your services.

This also helps a company come up with relevant answers to other queries that customers may have. A convinced visitor is most likely to turn into a successful leader.

  • The problem that needs to be solved is one that potential customers might be facing. The customer scenario does not define issues faced by a company itself.
  • Offering solutions means you channel users/customers into taking action and flowing towards a planned path. The business itself or its journey is not the main focus here.

Expectations And Goals

Even though most businesses are likely to focus on the company first, this step is geared towards catering to customer goals and expectations.

For example, customers that speak to a sales representative, call the helpline, or that surf your website must be helped out correctly and should be able to find a solution to their problem. This way, the problem-solving goal and proper help expectations are achieved.

A personalist will assist you in this step, especially if you know a client’s weak point. This way, you can help them resolve their issues easily.

Client goals may evolve to become more specific such as purchasing a product or using the services you offer.

Customer expectations help build a customer journey that is relevant and helpful. For example, suppose a customer initially believed that using maid hiring services was a poor idea. In that case, a good map should be able to shift their opinion, expectations, and goals completely.

Client Actions

This one indicates an end-to-end buying process. A perfect map follows each step of a customer journey linearly. Recording actions in each step will help you understand/predict customer needs to move down the funnel smoothly.

  • Read more about the client during the buyer persona listing stage
  • Fill customer details in proper forms.
  • Hold discussions with team members that interact with clients.
  • Communicate with sales representatives.

Any buyer persona must also be nurtured so customer behavior does not abruptly take sudden leaps or changes.

Slowly nurture customers, as it is likely that an unconvinced customer will suddenly buy your product after reading a dedicated blog.

Thoughts And Emotions

Considering clients’ emotions, feelings and thoughts are necessary to build solid customer personas. It is, therefore, essential to consider the following:

  • Are there any other questions that your client may have?
  • Does the customer trust you to provide the correct information?
  • Are there any process barriers that can irk customers?
  • Does a customer feel satisfied after interacting with your business?
  • Is a client’s emotions affecting their decision-making?

Remember that if a customer feels unsatisfied, annoyed, or frustrated after interacting with your business, they are less likely to stick by.

Any organization should also be prepared for complaints and bad feedback. If your answers leave them satisfied, you also need to ensure that any dissatisfied answers are not irking customers.

The only way to attain trusted leads is through client satisfaction and pushing them to think and know more about your company long after a closed discussion.

Improvement Opportunities

Considering opportunities for improvement is necessary if you wish to keep clients happy. Eradicating possible issues and brainstorming new ideas for better reach and marketing are essential.

If a particular client is responsive to emails and likes to avoid talking on call, then a business with only a call center can’t turn this specific client into a lead.

This issue can be eliminated by customizing the CRM journey to incorporate an automatic email response system. This way, the client will become more likely to turn into a lead.

Emails can also send relevant content, conduct surveys, and produce better results without added pressure on call center representatives.


Each step of a customer’s journey must be logged so businesses can know who is responsible for what actions. You will be able to keep proper track of sales and content teams to ensure the delivered content is persuasive enough to turn visitors into buyers.

This way, managers also know whom to hold accountable if a customer gives poor feedback. Task division also becomes simpler, and the implementation is done smoothly.

This also aids stage 4 of CRM Implementation to help identify discrepancies and fix a user journey.


Giving importance to customer journeys and experience is crucial for a brand to succeed. Customer journey mapping attracts customers and turns them into solid leads. Using CRM data to create a successful plan is your best bet.

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