Customer Journey Mapping: Why Understanding Your Customer’s Experience Changes Everything

No matter what industry you are in, you have likely noticed that the way people experience a product or service can matter just as much, if not more, than the offering itself.

Today, I wanted to talk about how you could have the best product or service in the world, but if customers encounter friction such as unclear communication, confusing navigation, or poor support, they may walk away before ever realizing its true value.

That is where customer journey mapping comes in.

More than just a buzzword, it serves as the foundation for creating seamless and frustration-free experiences that turn curious prospects into loyal customers. It provides a holistic view of the entire customer experience, helping to identify pain points, refine touchpoints, and ensure every interaction moves people closer to saying "yes".

Why Customer Journey Mapping Matters

Think about the last time you abandoned a purchase or left a website out of frustration. Was it because the product wasn’t good? Probably not.

It was more likely because:

• You couldn’t find the information you needed.

Around 41% of online shoppers abandon their carts due to unexpected costs or unclear pricing. (Statista)

• The process was confusing or took too long.

  Nearly 22% of shoppers leave their purchase behind because the checkout process is too complicated. (Baymard Institute)

• You didn’t trust the company enough to complete the purchase.

  17% of customers abandon their carts due to security concerns over payment. (Dynamic Yield)

That’s a broken customer journey.

Done right, customer journey mapping ensures that every stage—from discovery to post-purchase—is optimized. It helps businesses:

• Spot and fix pain points before they cause customers to drop off.

• Make interactions easier and smoother for customers at every step.

• Boost satisfaction and loyalty by delivering what customers actually need when they need it.

• Align teams so marketing, sales, and customer success work seamlessly together.

  Let’s look at how this plays out in the real world.

Real-World Examples of Customer Journey Mapping in Action

1. Airbnb: Removing Friction at Every Step

Before Airbnb became a household name, the founders faced a massive challenge: How do you get homeowners to trust strangers with their property?

To solve this, they mapped out the homeowner’s journey—from first hearing about Airbnb to actually listing their home.

They discovered key friction points:

• Uncertainty – Homeowners weren’t sure if renting out their space was safe.

• Complicated Process – The steps to list a property were overwhelming.

• Lack of Professional Photos – Listings didn’t look appealing, lowering bookings.

The Fix:

• Trust-building measures – Verified profiles, guest reviews, and a host guarantee policy.

• Simplified listing process – Clear, step-by-step instructions and auto-fill options.

• Free professional photography – Increased conversions and trust.

The impact? Airbnb saw a massive increase in listings and bookings, helping them scale into a global brand.

2. Amazon: The One-Click Buying Experience

Amazon has perfected the frictionless buying process. Their goal? Make purchasing as easy as possible so customers don’t hesitate.

By mapping the journey of an online shopper, they identified key pain points:

• Too many steps in checkout → Leads to abandoned carts.

• Needing to enter payment info repeatedly → Slows down impulse purchases.

• Slow delivery → Leads to frustration and lost sales.

The Fix:

• One-click ordering – Removes unnecessary steps and speeds up checkout.

• Saved payment and shipping details – No need to re-enter information.

• Amazon Prime’s fast delivery – Eliminates hesitation over waiting times.

  
  

The result? Amazon’s cart abandonment rate is significantly lower than the industry average (69.99%), contributing to their dominance in e-commerce. (Baymard Institute)

3. Tesla: Turning Car Buying Into an Experience

Traditional car dealerships are stressful, confusing, and full of sales pressure. Tesla disrupted the industry by mapping out an ideal customer journey that eliminates common frustrations:

• Customers hated haggling with salespeople.

• Dealership visits took too long and were exhausting.

• The buying process felt outdated and complex.

The Fix:

• Direct-to-consumer sales model – No dealerships, no haggling.

• Simple online ordering – Customers buy a car just like they’d order a phone.

• Test drive centers instead of dealerships – A pressure-free way to experience the car.

By removing friction and putting customers in control, Tesla saw higher satisfaction rates and a stronger brand loyalty, leading to a 50% increase in direct sales year-over-year. (InsideEVs)

Lessons From My Own Experience

1. Sales: First Impressions (and Every Impression After That) Matter

In outbound sales and account management, I quickly learned that every call, email, or demo was a critical touchpoint. If we got it wrong—if we reached out too soon, too aggressively, or with the wrong messaging—prospects lost interest.

The key was understanding where the prospect was in their journey. Some were just exploring options, some were actively searching for a solution, and others were ready to buy. The better I mapped out these stages, the more successful my approach became.

What I Learned:

• Every interaction should feel like a natural next step. A cold call shouldn’t feel random—it should feel like a logical continuation of what the customer has been researching.

• Listening is key. If you understand where someone is in their decision-making process, you can meet them where they are instead of overwhelming them with irrelevant information.

• Follow-ups matter. People don’t always buy right away. The important thing is staying in touch in a way that adds value, not pressure.

2. Education: Customer Journey is Just Like a Learning Journey

Teaching reinforced just how important structured guidance is. Every student was on a different journey, just like every customer. Some needed step-by-step instruction, while others thrived with independent exploration.

In the classroom, breaking down complex ideas into digestible stages was key to long-term retention. Similarly, in business, customers need carefully structured touchpoints to move them forward.

What I Learned:

• People need clarity at every stage. Confusion leads to frustration, and frustration leads to drop-off.

• Pacing matters. If you rush people through the process, they’ll feel overwhelmed. If you go too slow, they’ll lose interest.

• A personalized approach works best. The more tailored the experience, the better the outcome.

3. International Fashion Label

Fashion is an industry where you have to keep your finger on the pulse at all times. Trends shift overnight, fast fashion dominates, and staying relevant requires not just following the market—but being ahead of it.

When we launched our first capsule collection, our entire platform was online-based. That meant every decision—from marketing campaigns to checkout experiences—had to be strategically calculated. We weren’t just launching a product; we were introducing a new perspective on fashion, and that required more than just good design.

But we weren’t just another fashion brand. Our identity centered around Braille—a writing system for the visually impaired. While those in the fashion world had seen Braille used in design before, the broader market had never encountered it this way.

The challenge was immediate:

How do we introduce a concept so unfamiliar without alienating potential customers?

At first, we faced confusion. People weren’t sure what Braille had to do with fashion. Some mistook it for a niche product, while others simply didn’t get it. But we knew that education, not explanation, was the key. Instead of overwhelming people with information, we let our brand story unfold organically, step by step through our interpretation of the vision:

• We leaned into storytelling through design. Every detail—materials, typography, even packaging—was intentional, subtly reinforcing the presence of Braille without over-explaining it.

• We refined how we introduced the concept. Campaigns weren’t just about showing products; they were about creating intrigue, drawing people in with visuals and messaging that invited curiosity rather than requiring explanation.

• We built trust through experience. Transparent shipping policies, a seamless checkout process, and well-crafted follow-up emails ensured that every interaction felt polished and intentional.

Over time, something shifted. Customers weren’t just looking at our pieces as simply products—they were connecting with the concept. They saw the vision for what it was: a redefinition of fashion, one that didn’t just cater to trends but had something deeper to say.

The result? Higher click-through-rates (CTR), longer retention on our websites, and a loyal fan base that valued the brand beyond just the products.

Our launch wasn’t about fitting into the industry—it was about carving out a space where fashion could be experienced differently. And that made all the difference.

Final Thoughts: The Customer Journey is Everything

At the end of the day, customer journey mapping isn’t about fancy charts—it’s about making things easier and more enjoyable for the people you serve.

The best companies aren’t just selling—they’re guiding customers through a seamless experience.

My Recommendation:

• Look at your current customer touchpoints—where do people get stuck?

• Make sure your messaging aligns with what customers need at each stage.

• Gather real feedback—don’t assume, ask!

• Continuously test and improve.

  
  

What’s your experience with customer journey mapping? Have you spotted areas in your business that could be improved? Shoot me an email—I’d love to hear your thoughts!

Thanks for reading!

Sources

1. Cart Abandonment Reasons (Pricing Transparency)

   • Statista. "Reasons for Cart Abandonment Worldwide in 2024.

2. Complicated Checkout Leading to Abandonment

   • Baymard Institute. "Average Cart Abandonment Rate and Reasons in 2024.

3. Security Concerns in Online Purchases

   • Dynamic Yield. "E-commerce Benchmarks: Cart Abandonment Rate Breakdown.

4. Airbnb’s Customer Journey and Growth Strategy

   • Harvard Business Review. "Airbnb and the Uncertain Future of Disruptive Innovation.

5. Amazon’s One-Click Buying Strategy and Impact

   • Forbes. "The Importance of Amazon's One-Click Buying Patent Expiring.

6. Amazon’s Cart Abandonment Rate vs. Industry Average

   • Baymard Institute. "E-Commerce Checkout Benchmark Study.

7. Tesla’s Direct Sales Growth

   • InsideEVs. "Tesla's Direct Sales Model and Growth Trends.

8. Tesla’s Direct Sales Model and Legislative Challenges

   • Reuters. "Tesla Direct Sales Model Hits Roadblock as US Lawmakers Weigh Restrictions.