Creating Loyalty through Customer Journey Maps

Man and women happy and waving at the business owner
Grow Your Business

Creating Loyalty through Customer Journey Maps

Mapping the Customer Journey Leads to Loyalty

This is probably not the first blog you have read about customer experience or journey mapping.  Customer experience is a hot topic and customer journey mapping are the buzzwords.  

What is all the fuss about?  

The fuss is about creating loyal customers.  Why are loyal customers important to your business? 

Female happy shopper

Loyal customers:

  • buy more because they love the feeling they get when buying from your business
  • will pay more for your products because they value how your business personalizes the experience for them. 
  • tell all their friends and family about your business and how youmake them feel so that they can feel the same way.

Think about the impact to your bottom line if 20% or your customers were loyal. What would be the impact on your business? 

Let’s run an example: (using round numbers so we do not need to break out the calculators)

  • 1000 customers (200 loyal)
  • loyal customers buy every week and spend $100 each time ($5200 a year times 200 customers)
  • non-loyal customers spend 30% less or $70 and buy once a month. ( $840 a year time 800) 

Loyal customers = $1,040,000 revenue per year

Non loyal customers = $672,000 revenue per year

The data tells a pretty compelling story for investing time and resources in creating experiences for customers that make them loyal to your business. 

Still not convinced take a look at take a look at the Super Office’s Customer Experience data for 2021 and Biz Tips TV episode #23: Proven: The Most Effective Ways to Keep Customers for more compelling reasons to map out your customer experience.

A Great Place to Start: The Customer Journey Map

You would not travel to a new place without a map.  Why would you let customers travel through your business without making sure there was a map that ensured they got to their destination.  

This map is known as a customer journey map.

Just like a road map, a customer journey map documents the step by step interactions a customer takes from beginning to sale.  Along this map you will uncover where customers fall in love with your business and where disappointment happens. 

One of the best kept secrets is to create two maps.  One map is the current journey and the other is an optimal journey.  Then you can build a plan on how to move from the current journey to an optimal one, one step at a time. 

Where does the journey begin? 

Customer Service Rep helping a customer via phone

Customer journeys start long before you ever know the customer is in need of your business.  Most journeys today start on Google!  We know you can not control Google however you can make that initial interaction with your business (aka your website) one that wows the customer and creates positive emotion they will come back to experience time and time again.  

If you think about your website as your storefront,  you want that store front to lure the customer into spending some time in the store.  Customers who feel positive emotion develop loyalty with a company faster.   Create loyalty in your website with a clear message about what your business does and sells, and making it easy to find what they are looking for. For some businesses it may also be a means to a sale, therefore the buying experience has to be effortless. Your online presence may include social media like Instagram or Facebook where customers can get information about your products and buy. The same considerations that we discussed with websites work for social media platforms as well. 

No matter where their journey begins you want to ensure those interactions create positive emotions for your customers.  

Why positive emotions?  Because positive emotions are emotions all people want more of.  There are lots of books, blogs and YouTube videos in pursuit of positive emotions.  The buying journey is no different.  Therefore if a customer has an experience that creates positive emotion they will want it again and again.  

Getting that “Positive Emotion Fix”

Through the customer journey mapping process you identify instances where positive emotions are your customers interact with your business.   

Here are a few examples of positive emotions

Love, Serenity,, Awe, Joy, Interest, Hope, Pride, Ease.

Humans crave these emotions and therefore seek them out and return to situations where the experiences occur over and over again. 

Depending on the type of business you run will depend on the positive emotion you are trying to create for your customer.  For example if you run a business that deals with grieving people you will want to create feelings of hope, serenity and love. 

When you own a business where everything is completed in a mobile app then your customers are looking for positive emotions like ease, awe, and  joy.

In your business you can create a positive experience for your customers no matter how long you have been in business, what industry you are in or how many people are in your organization. 

What you don’t want to do is leave it to chance. 

Journey map identify those intersections between the customer and your business that positive emotions are created.  At that intersection you want to ensure the emotion created is a positive one. 

Often we think of customer experience as the interaction between two people.  Think of these interaction points in your business.  Whether it is virtual or face to face it does not matter.  What matters is that you intentionally design it to create positive emotion.  

Impact moments that make a difference to customers
  • Connecting with customers that reach out to you.  How do you ensure that all messages, emails, texts etc… are responded to? Customers will not come back if you do not respond to them. How you respond is also important.  You want to ensure they feel like they are the most important customer to your business.
  • Customer comes into your store.  What happens when a customer enters the store?  Are they greeted? Do they feel important to your business while in the store? Have you personalized the experience?  The reason why Starbucks is known around the world for the experience is its personalization. They personalize their drinks to your specifications, and they personalize your drink by putting your name on the cup. 

Businesses that customers fall in love with do not leave this positive emotion to chance.  They map it out.  Knowing precisely each step of the way that creates that love. 

How do you start your journey map?

Our Customer Journey Guide and Template was designed by entrepreneurs for entrepreneurs.  When you purchase this tool you will have a guide that walks you step by step through the designing process and a template to keep all your notes.   The tool is so simple you honestly could write it on the back of a napkin if you wanted. 

Best part of buying a Brilliantly Forward tool is you get us!  That is right Roseanne and Shannon are here to answer questions, provide clarifications and hear your ideas. Email us at

Brilliantly Forward is committed to creating a world filled with successful entrepreneurs which we believe begins with the customer.