Customer Journey Canvas
Copy these six stages into a doc or whiteboard and fill in each column for your business. The goal is to capture both what the customer experiences and what's happening internally behind it.
For each stage below, answer four questions: What is the customer trying to accomplish? What touchpoints do they interact with? Who internally owns this stage? Where does friction currently show up?
1. Awareness
How does someone first learn you exist? What are they searching for, or who referred them?
2. Consideration
What are they comparing you against? What information do they need to move forward?
3. Decision
What finally tips them toward choosing you? What almost stops them?
4. Onboarding
What happens in the first days or weeks after they say yes? Where does handoff happen between sales and delivery?
5. Ongoing Experience
What does a normal week or month look like for them as a customer? Who do they contact when something goes wrong?
6. Retention & Advocacy
What makes them stay, renew, or expand? What would make them recommend you to someone else?
See our piece on customer journey optimization for more on why the internal handoffs matter as much as the customer-facing stages.