How to Write Your Customer Journey: Go From Guesswork to Growth in 30 Days

Most businesses focus on ads, websites, or socials — but without mapping how people actually discover, decide, and buy from you, your message won’t land, and your revenue won’t scale.

Koala Mattresses (Australia) deeply understood that their customers hated traditional mattress shopping — the awkward sales floor, pushy staff, waiting weeks for delivery.

How they used the customer journey:

• Created a 4-hour delivery promise in metro areas

• Removed risk with a 120-night trial + free returns

• Built messaging that said “No BS. Just great sleep.”

The result; massive DTC success. They disrupted a stale category by removing friction at every stage of the journey — from awareness to purchase to post-sale trust.

Understanding your customer’s journey is how you go from guesswork to growth.

This guide gives you the clarity to attract, convert, and retain the right customers by mapping the exact path they follow, when purchasing from you - be it services or ecommerce.

When you write the customer journey, you stop guessing and start aligning.

What Is the Customer Journey and Why It Matters

The customer journey is the step-by-step path a potential customer takes from first discovering your brand to becoming a loyal buyer. It includes every touchpoint — from awareness to decision to advocacy.

Here’s what the customer journey typically includes:

• Awareness: how they first hear about you

• Consideration: when they research or compare

• Decision: what influences them to buy

• Purchase: how the transaction happens

• Retention: what keeps them coming back

• Advocacy: how they refer or promote your brand

In Australia, understanding customer journeys is vital for tailoring marketing, complying with privacy laws, and building trust in competitive markets.

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Why Writing the Customer Journey Matters

• Aligns your marketing with what customers actually need at each step

• Reveals gaps in your funnel, messaging, or onboarding

• Boosts conversions by meeting customers where they are

• Improves retention through targeted follow-up and re-engagement

If you don’t map your customer journey, you’re probably leaking sales. Writing it out forces you to think like your customer — and act like a strategic brand.

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What You Need Before You Start

• Clear customer personas

• A defined Unique Selling Proposition (USP)

• Existing website or marketing assets

• Insights from current customers (surveys, testimonials, feedback)

• Analytics data (Google Analytics, email open rates, click-throughs)

Mentor Tip: If you’re stuck, walk through your business like a brand-new customer. What would confuse, delay, or excite you?

If you don’t map your customer journey, you’re probably leaking sales.

How to Write the Customer Journey in Australia:

Step-by-Step

Step 1: Identify Key Stages of Your Journey

Define the journey stages relevant to your business. Don’t just copy a template — make it real.

• Awareness → Consideration → Decision → Purchase → Retention → Advocacy

• Use real customer behaviour to shape each stage

• Include both online and offline touch-points 

You now have a clear journey structure tailored to your business.

Step 2: Map Customer Actions at Each Stage

List what the customer does, thinks, and feels at every stage.

• What are they looking for?

• What objections might they have?

• What do they need to move forward?

Your journey now reflects your customer’s mindset — not just your sales funnel.

Step 3: Align Touch-points and Messaging

Match each stage to real-world touch-points like:

• Ads, blog posts, emails, landing pages, social posts

• Website CTAs, free downloads, pricing pages

• Onboarding emails, surveys, support responses

Your messaging now meets customers where they are — with the right words at the right time.

Step 4: Identify Friction and Fix It

Look for anything slowing your customers down:

• Confusing navigation or unclear CTAs

• Gaps in follow-up or inconsistent tone

• Hidden costs or missing info 

You’ve removed blockers and improved the flow toward purchase.

Step 5: Turn Your Journey into Strategy

Now use your customer journey to:

• Design funnels that convert

• Create nurturing email sequences

• Build content that speaks to real pain points 

You’ve transformed a static map into a live, revenue-driving system.

Key is identifying the peaks and lows in the journey, and using an expert will prove immense value.

Cost of Writing and Implementing a Customer Journey

Tool or Service	Cost Range
Journey Mapping Tools (e.g. Miro, Lucidchart)	Free – $25/month
Customer Interviewing Tools (e.g. Typeform, Hotjar)	Free – $99/month
CRM or Email Automation	$15 – $100/month
Consultant or Brand Strategist	$500 – $2,500+ (one-time)

Money-Saving Tip: Start with sticky notes or Google Docs. It’s not about the tool — it’s about thinking like your customer.

Let’s Compare Real World Examples

Example #1: Local Gym Franchise

The mistake: 

They ran a huge paid ads campaign targeting “Free 7-Day Trial” but didn’t map what happens after the sign-up.

Where they lost people:

• No welcome email

• No tour or orientation

• No SMS reminder on Day 6 to convert

Result: 

Only 2% converted after the trial. The gym blamed Facebook ads — but the problem was a broken consideration-to-decision journey.

Example #2: E-commerce Brand (Skincare)

What they did: 

Mapped out the emotional journey of new customers with acne — awareness → shame → hope → purchase → need for trust.

Key actions:

• Used testimonials to build social proof at the consideration stage

• Sent education emails before asking for a sale

• Delivered post-purchase guides and check-ins

Result: 

Higher AOV, lower refund rates, and 2x repeat purchases.

The Big Takeaway:

When you write the customer journey, you stop guessing and start aligning. You turn every step — email, CTA, follow-up — into a tool that serves where the customer actually is.

It's about preventing the roadblock or understanding 'how' to get around it.

Common Mistakes Business Owners Make

Skipping the journey entirely 

You can’t improve what you haven’t mapped.

Assuming all customers are the same 

Different personas follow different paths.

Writing the journey from your perspective 

Your internal steps ≠ what the customer experiences.

Forgetting post-purchase touch-points 

Retention is part of the journey — not the end.

Overcomplicating the journey 

Keep it actionable. Not every customer takes 15 steps.

Teams/Businesses sell too early to their customers in the journey.

One of the most common mistakes that we see is that businesses sell too early or too late in the customer journey, which can be identified once you map your customer journey.

At Noize, we use customer journeys to help founders align product, messaging, and delivery with what people actually need at each stage.

What happens:

• Teams sell too soon at awareness (pitching at awareness instead of educating first).

  
  

• Then they stop selling too soon after purchase (weak onboarding, no upsell/cross-sell, no referral ask).

  
  

• Automations trigger at the right times (e.g., lead nurture after download, onboarding after checkout, win-back at inactivity).

  
  

• Offers and pricing are matched to customer stage → higher conversion, retention, and LTV.

Result: You turn leaky funnels into profitable journeys that work before and after the sale—acquire → activate → expand → advocate.

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What to Do Right Now

✅ Get a full a 360’ marketing strategy and remove the doubt around your customer journey. Not only we will map the customers journey, we will identify the peaks and dips, and support you with strategies to navigate both. [Noize.com.au]

✅ Get the full StartUp Deck. Everything you need to build a real business — from idea to execution. Over 30 years of hard-won lessons packed into one system so you don’t waste time, money, or momentum. [Includes 6 months of ProDesk access — theStartUpDeck.com]

COMING SOON...

✅ Download our Customer Journey Template (via ProDesk.com) and map your journey for one key product or service.

Good customer service is when a customer is being led on their journey.

FAQs

What is a customer journey map? 

It’s a visual or written outline of how a customer interacts with your business from awareness to loyalty.

How is a customer journey different from a sales funnel? 

A sales funnel focuses on your goals; a journey focuses on the customer’s experience and behaviour.

Can I have multiple customer journeys? 

Yes. Different products, services, or personas may each need their own.

How often should I update my customer journey? 

Every 6–12 months — or after launching a major new offer.

What’s the fastest way to start?

Pick your best-selling product and walk through it as if you were a customer.