Customer journey mapping
We follow your customer from before they search.
Afterwards you know how your customers really decide, where they drop off, and at what moment you can make a difference. Not a colourful chart for the wall. A map that marketing, sales and service can all work with.
What you get
One map of how decisions really get made, and the places where you lose them.
What is customer journey mapping?
Customer journey mapping maps how people find you, weigh their options and choose, from the moment the problem arises to after the purchase. WIT.agency works with four phases for this: friction, search, comparison and decision. We talk to customers who bought and people who didn't, read your search data, and listen to the questions your sales team gets every week. You get a map of the real route, with the gaps marked.
The difference from most maps is where we start: not at first contact with your brand, but at the moment someone thinks things could be better. That moment is called the Zero Moment of Truth, and it rarely appears on a map.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“We get a lot of visitors and few customers.”
The people who didn't buy say this most sharply. Unfortunately almost nobody talks to them.
What we look at
Four phases. And the gap between them.
Most maps start at awareness. We start earlier, because by the time someone types your name, the kind of solution has already been decided. Where the weight falls, you only find out after the first conversations.
Friction
When does the problem arise?
Something breaks, a team gets stuck, someone sighs and says it should work better. No brand in sight yet, and still the decision process has begun.
Search
What do they search for, and do they find you?
People often search for the problem, not the product. Whoever shows up there already is no longer an option, they are the answer.
Comparison
Who are you compared to, and on what?
Rarely who you think. We find out who is really in the comparison and which three things tip the balance.
Decision
Who else decides, and what holds them back?
For a purchase that matters, several people watch, each with their own fear. The quietest decision-maker's hesitation costs you the most deals.
What it comes down to
From a funnel you drew to a route they actually take.
What's there now
Awareness, consideration, conversion, retention. Four boxes with arrows between them.
Neat, and belonging to nobody. This map describes how your marketing is organised, not how your customer decides.
What's there afterwards
It starts with an accountant stuck on a report for three months. She doesn't search for software, she searches for the error.
One route with real people in it, and three places you can make a difference. That's what the Friction and Comparison phases deliver.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
One map your team actually uses, with the reasoning behind it. We go through it together, and after that it's yours.
- 01The route per customer type, in the real order
- 02What people literally said and searched for
- 03Who you're compared to, and on what
- 04Where you lose people, and why
- 05What needs to happen first, and what can wait
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. Who buys, how long does it take, and where do you think it goes wrong.
at the table
Fieldwork
Conversations with customers and with at least one person who considered buying and did not. Plus search data and site behaviour.
share contacts
Mapping
The session where the map takes shape, with your sales and your marketing at the table. Where they disagree is usually where the gap is.
at the table
Finalising
We work out the map, mark the gaps, and set the order.
review
Where it varies
For a short, simple purchase, the Decision phase stays short. If you sell to several types of customer, we map several routes.
Where it never varies
We'd rather talk to everyone, especially those who ultimately didn't buy. A map from internal meetings describes your own process, not your customer.
What it costs
No rate card. One number.
A customer journey for a five-minute purchase is a different job than a nine-month process with four decision-makers. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How long the process takes.
An impulse buy, or a decision that ripens over months with several people.
How many customer types you have.
One kind of buyer, or three that each decide differently.
How many people we need to talk to.
For a niche player, a handful of conversations is enough. For a broad audience, not so much.
Online only, or also offline.
Stores, trade shows and sales conversations each need their own part of the route.
Honestly
Sometimes you need something else.
You don't yet know whether your message even holds up.
Look at Brand auditThe problem is your channels and your budget, not the route.
Look at Marketing auditThe route is clear and you need someone to make the content.
Look at Content marketing strategyYou're looking for a report to justify a decision that's already made.
Then we're not the right fitClient quote coming.
Frequently asked questions
What people ask before they start.
What does customer journey mapping cost?
There's no fixed rate, because scope varies by company. Price depends on the length of the buying process, the number of customer types, the number of interviews, and whether offline steps are involved.
Is customer journey mapping a workshop or research?
Both. Research comes first, since a map that only comes from a session describes what your team thinks. The session itself is needed because sales and marketing rarely agree.
How long does customer journey mapping take?
Customer journey mapping runs from intake to the finished map, and that timeline mostly depends on how fast we reach your customers.
Our customer journey is simple though: they google us and call.
That's almost never the whole story. The most interesting steps lie before that google search: where the problem arose and how the question was framed then.
Do you talk to people who didn't buy?
Yes, and that's the most valuable part. Whoever bought tells you why they were right. Whoever didn't tells you what was missing.
Do we need to be in those conversations?
No, and preferably not. With the vendor at the table we get polite answers. You do get the literal quotes afterward.
What's the difference with a marketing audit?
Customer journey mapping looks at how your customer decides. A marketing audit looks at what your marketing does and delivers.
Does this work in B2B?
Yes, and that's usually where it delivers the most. Long processes with multiple decision-makers are full of moments where someone quietly drops off.
Follow first. Then steer.
The call where we work out whether customer journey mapping makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute callWhat you concretely get