Welcome to "Create Your Own CUSTOM

This Excel template is designed for you to create a Cus

Please note that there is an "how to use" video avail

For any questions, please email me at: geoff@marketi

Copyright www.marketingstudyguide.com (2020) Free download availab

Please work through the below tabs in sequence… start with Brand Pe

We want to end up with something like th

Customer Journey Map

Bargain Barry

Awareness Phase Search Phase

Who Are They?
Pre-purchase brand building Information search and evaluation

In their 20s

Younger single, own place

Artistic

Usually brand loyal

Mainly Social Media

What's Important to Them?

Rated 6 or 7 importance

Environmentally friendly

Trustworthy brand

Low prices

Good-value prices

Good online reviews

What's NOT Important?

Rated 1 or 2 importance A blogger post

Product look/style

Quality product

A familiar brand
In
Reliability

Good store layout

 Quality product

A familiar brand
In
Reliability

Good store layout

Own CUSTOMER JOURNEY MAP"
or you to create a Customer Journey Map

w to use" video available at YouTube

me at: geoff@marketingstudyguide.com

Free download available at: Marketing Study Guide

… start with Brand Persona, then Awareness, and so on…

p with something like this…

Search Phase Purchase and Consumption Phase Post-Purchase Phase

mation search and evaluation Buying and Using the Product C/Sat & Loyalty Impact

Web chat
Visited website
contact

Made an
Visited store
appointment

Waited in a Requests a
queue demo first

Took a
Product to be photo +
Paid a deposit posted
delivered

Used product for

Installed product
the first time
 Used product for
Installed product
the first time
 PART A = Outline your Brand P
A Brand Persona is a representative of each of your firm's/bran
Below you will give them a name, describe them, and rate their p
Follow all 3 steps in YELLOW (enter in GREEN cells) on this worksheet before

You will normally design a customer journey name for EACH brand pers
This means that you would normally construct multiple customer journey maps. Just save e

STEP 1: Name your Brand Persona ==>

STEP 2: Describe your Brand Persona ==> Age range

Family status

NOTE: Pick five of these descriptors to include in your final Gender

map. Each descriptor has a drop-down list to
choose from. Residence

Occupation

Social status

You select each descriptor from a drop-down list. If Personality 1

you do not like the wording used, you can edit this
NOTE: in the final stage of designing your journey map. Personality 2
Pick one or two traits from the personality/lifestyle
category. Brand loyalty

Media usage

Don't like these options and choices - just add five

NOTE:
of your own in these cells
 Don't like these options and choices - just add five
of your own in these cells

Only High and Low Importan

Not
STEP 3: Rate, on a 1 to 7 basis, how important each important
of the below 10 purchase factors in their purchase at all
decision for this Brand Persoana ==>
1 2
Product look/style
Quality product
Innovative product
Variety/choice
Country of origin of product
Environmentally friendly
Trustworthy brand
A familiar brand
Reliability
Good store layout
Good service
Easy online shopping
Convenience
Low prices
Good-value prices
Good online reviews
Or Add Your Own Factors Below Only High and Low Importan
 Completed the first 3 steps? Then proceed to the "Awareness" works

Active
Adventurous
Aggressive
Ambitious
Artistic
Calm
Confident
Considered
Emotional
Energetic
Family-focused
Friendly
Fun
Impulsive
Likes to shop
Modern
Modest
 Ongoing
Relaxed
Romantic
Shy
Social
Sophisticated
Youthful
N/A

Highly brand loyal

Usually brand loyal
Prefers 2-3 brands
Brand switcher
Brand is not important
N/A

Mainly TV
Mainly Press/Radio
Mainly Online
Mainly Social Media
All types of media
Low media consumer
N/A

Young child
Tween
Teenager
Late teens/early 20s
In their 20s
In their 30s
In their 40s
In their 50s
In their 60s
In their 70s
Over 80 years
N/A

Yes
No

Single, lives at home

Younger single, own place
Older single
Married, no kids
Married, young kids
Married, older kids
Married, kids left home
Single parent, young kids
Single parent, older kids
N/A

Female
Male
Other gender
N/A

Inner city
Suburbs
Big city
Small city
Rural town
Coastal area
N/A

Upper class
Upper middle class
Middle class
Lower middle class
Lower class
N/A

Professional
Office worker
Skilled trade worker
Unskilled trade worker
Health worker
Education worker
At-home parent
Retired
Unemployed
N/A
our Brand Persona
of your firm's/brand's target customers
m, and rate their preferences and dislikes
on this worksheet before going to the next tab

or EACH brand persons relevant to your business

ourney maps. Just save each one under a different file name.

Phương Ly
Pick 5 only to include in your map Include in map? Y/N

In their 20s No

N/A No

Female No

Big city No

N/A No

N/A No

N/A No

N/A No

Brand switcher No

Mainly Social Media No

No

No

No

No
 No

High and Low Importance Factors will be Shown on the Final Map

Somewhat Extremely
important Important

3 4 5 6 7
6
7
2
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2
1
7
2

2
6

High and Low Importance Factors will be Shown on the Final Map
Awareness" worksheet (see tab menu below)

5
5
5
 PART B = Highlight POSSIBLE Brand Tou
to the Customer Seeking to Buy t

In this part you pick the most likely brand touchpoints that have in
BEFORE they entered their purchase process. That is, before they
product, they may have been aware of your brand - how

Pick at least 10 or more - you will have the chance to prioriti

Want to add ADVERTISING

your own TV ads
touchpoints? Online ads
Scroll down Search ad
Print ads
Radio ads
Outdoor ads
In-store ads
SOCIAL/ONLINE
Social media post
Social media ad
YouTube video
A blogger post
Visited their website
Read their blog
Comparison site
Read an online review
Top of SEO
Scanned QR code
Downloaded app
WOM/VISIBILITY
Recommended to me
Family buy the product
Friends buy the product
See people with the product
See product in store
See their stores
See their vehicles
Signage
 DIRECT
Salesperson advice
Direct mail
Email
SMS/text
Flyer/handout
SALES PROMOTION
Discount coupon
In-store display
Packaging
Free sample
MARKETING MATERIALS
Brochure
Newsletter
Catalogue
Business card
MEDIA
Story in media
Saw in a movie/TV
Saw in a game
Celebrity endorses it
PUBLICITY
Attended event
Seminar, speech
Sponsorship
Trade show
BRAND ITSELF
Everyone knows this brand
A celebrity brand
Famous CEO
ADD YOUR OWN TOUCHPOINTS
Type in your
own words for
your brand
touchpoints
E Brand Touchpoints BEFORE
ing to Buy the Product

hpoints that have influenced this Brand Persona

That is, before they thought about buying your
of your brand - how did this happen?

ve the chance to prioritize them later.

Include in Journey Map? (Yes/No)

Yes
Yes
Yes
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Yes
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1 1 TV ads
2 2 Online ads
3 3 Search ad
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4 4 Social media post
5 5 Social media ad
6 6 YouTube video
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7 7 Everyone knows this brand
8 8 A celebrity brand
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 PART C = Identify the MOST LIKELY Brand
Used by the Customer When Shopping A
Buying the Product

In this section, you choose the most likely brand touchpoints for this Br
entered their purchase process. That is, they are shopping around be
information do they use/seek?

Pick at least 10 or more - you will have the chance to reorganize t

Want to add ADVERTISING

your own TV ads
touchpoints? Online ads
Scroll down Search ad
Print ads
Radio ads
Outdoor ads
In-store ads
SOCIAL/ONLINE
Social media post
Social media ad
YouTube video
A blogger post
Visited their website
Read their blog
Comparison site
Read an online review
Top of SEO
Scanned QR code
Downloaded app
PRODUCT ITSELF
Trialled the product
Inspected the product
 WOM/VISIBILITY
Spoke to family/friends
Family buy the product
DIRECT
Salesperson advice
Direct mail
Chat online
Sent email
SMS/text
Flyer/handout
SALES PROMOTION
Discount coupon
In-store display
Packaging
Free sample
MARKETING MATERIALS
Brochure
Newsletter
Catalogue
MEDIA
Reviewed media stories
Reviewed media comments
PUBLICITY
Attended event
Seminar/speech
Sponsorship
Trade show
Type in your ADD YOUR OWN TOUCHPOINTS
own words for
your brand
touchpoints
T LIKELY Brand Touchpoints
n Shopping Around Before
e Product

touchpoints for this Brand Persona AFTER they

are shopping around between brands - what
they use/seek?

the chance to reorganize them later.

Include in Journey Map? (Yes/No)

Yes
Yes
No
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Include in Journey Map? (Yes/No)
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0
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2 2 Online ads
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4 4 YouTube video
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 PART D = Identify the MOST LIKELY Custo
and Interactions when first Buying and t
the Product

In this section, you select the likely actions undertaken by the custome
and consumption phase. How did they undertake the purchase and ho
consume the product?

Pick as many as you like - you will have the chance to put them in sequ

Want to add IN-STORE PURCHASE

your own Visited store
interactions? Browsed in-store
Scroll down Interacts with products
Salesperson contact
Call center contact
Bought in-store
Showrooming only
Filled in a form
Was cross-sold
Was up-sold
Impulse bought
Used a trolley
Uses store car park
SERVICE FIRM
Made an appointment
Waited in a queue
Asked questions
Asked for help
Used facilities
Advises staff on needs
ONLINE PURCHASE
Visited website
Web chat contact
 Ordered online
Product to be delivered
Bought eProduct
Provided own details
MAJOR PURCHASE
Read terms/conditions
Requests a demo first
Visits/calls several times
PAYMENTS
Paid upfront
Paid a deposit
Took out finance
Redeemed an offer
PROMOTIONS
Requested a discount
Used a loyalty card
Was attracted by offer
Switched brand in-store
CONSUMPTION
Consumed product in-store
Took product home
Product to be delivered
Accepted home delivery
Open packaging
Installed product
Used product for the first time
Type in your ADD YOUR OWN STEPS AND INTERACTIONS
own words for
your own
interactions
 OST LIKELY Customer Steps
first Buying and then Using
Product

undertaken by the customer in their purchase

dertake the purchase and how/when did they
the product?

e the chance to put them in sequence later.

Include in Journey Map? (Yes/No)

Yes
Yes
Yes
Yes
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0
1 1 Visited store
2 2 Browsed in-store
3 3 Interacts with products
4 4 Salesperson contact
4
5 5 Bought in-store
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 PART E = Identify the MOST LIKELY Custo
and Actions AFTER Using the Prod

In this part, you outline the likely actions undertaken by the customer A
- what happened as a result?

Pick as many as you like - you will have the chance to review and edit t

Want to add SATISFACTION LEVEL

your own Delighted
outcomes? Satisified
Scroll down Dissatisfied
LOYALTY
Now more brand loyal
Becomes an advocate
Loyalty is maintained
Joined loyalty program
Now less loyal
WOM
Tells friends/family
Posted a review
Posted on social media
Took a photo + posted
Posted an online rating
ONGOING ACTION WITH FIRM
Follow-up contact from firm
Asked to complete a survey
Re-bought the product
Needs help with product
IF UNHAPPY
Did nothing
Returned product
Complained to the firm
 Complained externally
Type in your ADD YOUR OWN STEPS AND INTERACTIONS
own words for
your own
interactions
OST LIKELY Customer Steps
R Using the Product

dertaken by the customer AFTER their purchase

ened as a result?

e the chance to review and edit them next.

Include in Journey Map? (Yes/No)

Yes
Yes
No
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No
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 No
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0
1 1 Delighted
2 2 Satisified
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3 3 Loyalty is maintained
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4 4 Re-bought the product
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 PART F = Your Chance to Review Your Choices and
Customer Journey Map = Put in Priority/Se

AWARENESS Touchpoints Selected

Number of touchpoints initially selected = 8

You can choose 10 touchpoints to appear on your final map.

Place in preferred
Do not number the items you no longer wish to include.
order from 1 to 10
Duplicate numbers will show in red.

1 TV ads 3
2 Online ads 1
3 Search ad 2
4 Social media post 5
5 Social media ad 4
6 YouTube video 6
7 Everyone knows this brand 7
8 A celebrity brand 8
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Your Choices and Fine-tune Your
Put in Priority/Sequence

SEARCH Touchpoints Selected

Number of touchpoints initially selected = 4

You can choose 10 touchpoints to appear on your final map.

Place in preferred
Do not number the items you no longer wish to include.
order from 1 to 10
Duplicate numbers will show in red.

TV ads 4
Online ads 1
Social media ad 2
YouTube video 3
 PURCHASE/USE Steps Identified
Number of steps/actions initially selected = 10

You can choose 10 purchase/consumption actions and/or

Place in sequence
steps to appear on your map. Do not number the items you
from 1 to 10
no longer wish to include. Duplicate numbers will show in red.

Visited store 1
Browsed in-store 7
Interacts with products 6
Salesperson contact 4
Bought in-store 8
Waited in a queue 2
Asked for help 3
Advises staff on needs 5
Paid upfront 9
Consumed product in-store 10
 AFTER Sales Outcomes
Number of threats initially selected = 4

You can choose 5 outcomes to appear on your final map. Do

Place in preferred
not number the items you no longer wish to include.
order from 1 to 5
Duplicate numbers will show in red.

Delighted 3
Satisified 2
Loyalty is maintained 4
Re-bought the product 1
3 TV ads
1 Online ads
2 Search ad
5 Social med
4 Social med
6 YouTube v
7 Everyone
8 A celebrit
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4 TV ads 1 Visited st 3 Delighted
1 Online ads7 Browsed i2 Satisified
2 Social med6 Interacts 4 Loyalty is maintained
3 YouTube v4 Salesperso1 Re-bought the product
0 8 Bought in-0
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0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
Customer Journey Map

Phương Ly
1 Aged 0
Awareness Phase Search Phase Purchase and Consumption Phase Post-Purchase Phase 1 2 They are 0
Who Are They?
Pre-purchase brand building Information search and evaluation Buying and Using the Product C/Sat & Loyalty Impact 2 3 Gender 0

3 4 They live 0
s Online ads
O nline ad Visited store Waited in a queue
Re-bought the 4 5 Occupation is 0
product
Search 5 6 They are 0
ad
Social m
edia ad 7 They are 0

TV ads 8 They are 0

Salesperson Asked for help
What's Important to Them? YouTube video contact Satisified
9 They are 0
Everyone knows
this brand
Rated 6 or 7 importance 10 Media preference is 0
TV ads
Product look/style 11 Media preference is 0
Social media ad
Quality product Advises staff on Interacts with Delighted 12 Media preference is 0
??? needs products
Variety/choice A celebrity brand 0 0 0 13 Media preference is 0
???
Trustworthy brand Product look/style 6 0 1 1 Product look/style 14 Media preference is 0
Social media
Good service post Quality product 7 0 2 2 Quality product 15 Media preference is 0
???
Loyalty is
What's NOT Important? maintained Innovative product 2 1 1 Innovative 2
Bought in-store Browsed in-store
Rated 1 or 2 importance YouTube video Variety/choice 6 1 3 3 Variety/choice
???
Innovative product Country of origin of product 2 2 2 Country of o 3

??? Environmentally friendly 1 3 3 Environment 3

Country of origin of product ???

Environmentally friendly Consumed ??? Trustworthy brand 7 3 4 4 Trustworthy brand

Paid upfront product in-store
??? ???
A familiar brand A familiar brand 2 4 4 A familiar 4

Good store layout Reliability 0 4 4

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Good store layout 2 5 5 Good store 4
Good service 6 5 5 5 Good service
Easy online shopping 0 5 5
Convenience 0 5 5
Low prices 0 5 5
Good-value prices 0 5 5
Good online reviews 0 5 5
Or Add Your Own Factors Below Only High a 5 5
0 0 5 5
0 0 5 5
0 0 5 5
0 0 5 5
0 0 5 5
0 0 5 5
0 0 5 5
0 0 5 5
0 0 5 5
0 0 5 5
1 Innovative product 1 Product look/style
2 Country of origin of pr 2 Quality product
3 Environmentally friend 3 Variety/choice
4 A familiar brand 4 Trustworthy brand
5 Good store layout 5 Good service