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What is a Customer Journey Map in Agile? Why is it important?

Customer Journey Map

What is Customer Journey

What is Customer Journey Mapping in Agile

  1. Acquisition: Stages related to a purchase of a product or service
  2. Retention: Post-sale stages. Actions that are designed after a purchase to improve customer relationships.
  3. Growth: Actions that encourage customers to purchase a service or product again.
  4. Exit: Post-purchase journey that tells how a customer ends their relationship with your business.

Why do you need a customer journey map?

  • It helps businesses create an omnichannel, personalized customer experience with the help of visualization.
  • It enables you to optimize the customer onboarding process.
  • As you move through the sales funnel, from prospect to conversion, the customer journey helps you understand the differences in buyer personas.
  • Allows you to create a logical order for the buyer journey.

Improves Customer Experience

Work Collaboratively

Achieve Customer Success

Provide an Omni-Channel Service

Source —

How to get started with customer journey mapping in Agile

Step 1. Set Clear Goals

  • Can your map be able to point out the weakness in your sales funnel? Can it identify where you should make changes to learn what’s wrong? Can you gather insights from the journey map?
  • What information do you want to gather from the customer journey map? Where are your customers facing problems? What you’ve predicted wrong about your customer journey?
  • What are the things your customer doesn’t like about your brand? Where are they expecting improvement?

Step 2. Build a Buyer Persona

Step 3. Identify all the Touchpoints

  • Awareness: From where did your customer find you? How did they first interact with your brand? What challenges are they facing? You can consider asking these questions in the awareness stage.
  • Consideration: In this stage, the buyers are looking for a way to handle all the changes they face. In the consideration stage, they decide whether they want to make a purchase or not.
  • Purchase: The customers are settled with their decision in the purchase stage. In this stage, consider these questions: Does the customer make the purchase? If not, do they interact with your customer service?
  • Post-purchase: This is technically the last stage, but not the end of the customer journey. Most brands follow up with their customers for feedback and loyalty bonuses in the post-purchase phase. This is the right stage to turn one-time customers into long-term followers.

Step 4. Test the Journey

Step 5. Use A/B Testing

Step 6. Revise

What Makes a Good Customer Journey Map

It should be based on real data.

It’s Beyond Your Marketing Funnel

The Bottom Line



We are a group of agile coaches and software developers focus on developing customer-centric products using the Scrum framework.

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Naveen Kumar Singh

Agile Coach and Professional Scrum Trainer (PST) @Agilemania, Servant leader @Agile 30 and Developer @GitHub, Ranting @LinkedIn & an Artist @YouTube