Step 1: Map Your Current Journey

Stage 1 - Initial Consideration:

• Where do customers first hear about you? [sources]
• What content do they consume? [types]
• How many touchpoints before awareness? [number]
• Average time to awareness? [duration]

  Stage 2 - Active Evaluation:

• What channels do they use to research? [channels]
• What information do they seek? [topics]
• What comparisons do they make? [competitors]
• What delays their decision? [friction points]

  Stage 3 - Moment of Purchase:

• What triggers them to buy? [motivators]
• What prevents them from buying? [barriers]
• How long does purchase take? [duration]
• Where do they abandon? [drop-off points]

  Stage 4 - Post-Purchase:

• How quickly do they see value? [timeframe]
• What support do they need? [types]
• What drives satisfaction? [factors]
• How likely to recommend? [score]

  Step 2: Identify Critical Touchpoints

  Must-Win Touchpoints:

• [Touchpoint 1] - Why critical: [reason]
• [Touchpoint 2] - Why critical: [reason]
• [Touchpoint 3] - Why critical: [reason]

  Where Customers Decide:

• [Decision point 1]
• [Decision point 2]
• [Decision point 3]

  Step 3: Identify Friction Points

  Stage 1 Friction:

• [Problem] - Impact: [effect], Fix: [solution]

  Stage 2 Friction:

• [Problem] - Impact: [effect], Fix: [solution]

  Stage 3 Friction:

• [Problem] - Impact: [effect], Fix: [solution]

  Stage 4 Friction:

• [Problem] - Impact: [effect], Fix: [solution]

  Step 4: Optimize Each Stage

  Stage 1 Optimization:

• Action: [what to do]
• Owner: [who's responsible]
• Timeline: [when]
• Expected impact: [result]

  Stage 2 Optimization:

• Action: [what to do]
• Owner: [who's responsible]
• Timeline: [when]
• Expected impact: [result]

  Stage 3 Optimization:

• Action: [what to do]
• Owner: [who's responsible]
• Timeline: [when]
• Expected impact: [result]

  Stage 4 Optimization:

• Action: [what to do]
• Owner: [who's responsible]
• Timeline: [when]
• Expected impact: [result]

  Step 5: Measure and Iterate

  Journey Metrics Dashboard:

• Stage 1: [metric 1, metric 2, metric 3]
• Stage 2: [metric 1, metric 2, metric 3]
• Stage 3: [metric 1, metric 2, metric 3]
• Stage 4: [metric 1, metric 2, metric 3]

  Review Cadence:

• Weekly: [metrics to review]
• Monthly: [metrics to review]
• Quarterly: [metrics to review]

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  Loop-Back Behavior

  Modern customers don't move linearly through a funnel. They:

  Loop Back:

• Re-evaluate after seeing competitor ads
• Re-check reviews before purchasing
• Re-compare options during trial
• Change preferences based on new information

  Your Strategy:

• Stay top-of-mind throughout journey
• Re-engage at key decision points
• Provide continuing value and education
• Make re-consideration easy

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  Touchpoint Mapping

  Critical Touchpoints to Map:

  Digital:

• Website homepage
• Product pages
• Comparison pages
• Blog content
• Email campaigns
• Social media
• Paid ads
• Review sites

  Physical:

• Store visits
• Event interactions
• Sales meetings
• Product demonstrations

  Human:

• Customer support
• Sales conversations
• Implementation team
• Success managers

  For each touchpoint:

• When does it occur in journey?
• What's the customer mindset?
• What's the desired outcome?
• What creates friction?
• How do we optimize?

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