Welcome to the Small Business Guide to Shaping the Customer Journey

The customer journey is the sum of all experiences a customer has when interacting with your business. From their first Google search to their most recent purchase, every touchpoint adds up to a total customer journey. And in today's digital world, there are countless touchpoints to consider. Taking charge of the path your customer takes with your business is critical to creating a smooth journey that builds loyalty and encourages return business and lots of referrals.

Full table of contents

Understanding the customer journey

What is the customer journey, anyway? If you're unfamiliar with the term or need a refresher on the nuts and bolts that go into influencing your customer journey, this is the place to start.

Tools for driving the customer journey

You want to drive the customer journey, rather than letting it take control itself. There are a number of marketing tools that can help you create your desired path for customers.

How content shapes the customer journey

Because today's customer journey has so many touchpoints, twists, and turns, you need a way to help your customers find the clearest path to conversion. Content is the way to do just that.

The connection between customer experience and the customer journey

In the end, the sum of all the customer journey's parts is what your audience experiences when interacting with your brand. From the ads they see to the product they buy to the customer service they receive, these elements of the journey all shape a customer's perception of your brand.

How to View Customers More Like Members

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How to Improve Your Customer’s Journey

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How Mobile Has Impacted the Customer Journey

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Important KPIs for Each Phase of the Customer Journey

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How Mapping Your Customer Journey Can Improve the Customer Experience

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How Did the Customer Journey Evolve in 2019?

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