To offer your customers a consistently great and relevant experience across all touch points with your brand you need to map your customer journey. These 4 tips will help you understand why this is important and how you can do it successfully.

1. How to Map Your Customer Journey
by Jay Bowen, Senior Account Director
Stoltz Marketing Group

2. The Customer Journey: why you need to map it.
1. It will help you identify each of these touch points and
help you think about how different consumers respond
to your message or brand
2. To offer your customers a consistently great and
relevant experience across all touch points with your
brand
3. To make sure it is what they want and expect from you
along the way
4. So you can make every touch point your customer is
having with your brand the best experience they have
ever had

3. 1. Know who your customers are.
• Build your Tribe - who is most likely to buy from you and
focus your marketing dollars on them
• Research your customers with in-person interviews,
surveys and more to define your primary target market
and begin to develop Customer Personas:
• What motivates them
• Behaviors online and offline
• What kind of beer do they drink
• Where do they buy groceries
• Validate these Personas by testing them in the market
place
How to Map your Customer Journey:

4. 2. Know your customer touch points.
• You need to know how they are making their buying
decision
• Are you influencing the decision at the point it is being
made?
• How did they find you?
• Do you know where they interact with your brand?
• Do you know how they researched you against your
competitors?
How to Map your Customer Journey:

5. 3. Create the best possible experience
• At every point make it a good experience for that
customer
• Listen to your customers and let them tell you what they
want
• Make it easy for them to find the information they are
looking for
• Make it visually appealing to your customer segments
• Don’t design based on what you think will work, A/B Test
until you KNOW what works
• Make every experience easy, effective and engaging
How to Map your Customer Journey:

6. 4. Set, Test and Measure
• You need to set and measure your marketing Key
Performance Indicators (KPI’s) to know if what you are
doing IS ACTUALLY WORKING
• Analyze all your traffic, leads and conversions to
understand what is converting leads in your funnel
• Test and modify, test and modify until you have the best
version
• You need to do more of what IS working and not waste
money on what is NOT working
How to Map your Customer Journey:

7. A customer is on a journey with
your brand. In every possible
way, make that journey a
rewarding one and you create
an advocate for life.

8. Stoltz Marketing Group is a creatively driven, strategically focused,
digitally obsessed, full-service advertising and marketing agency.
We help brands at the two most crucial times in their lifecycle: birth and
rebirth. We nurture these nascent or struggling brands with a unique,
hands-on approach to research and brand planning that lead to simple,
powerful brand design and marketing ideas that deliver consistency and
move people to action.
Lock arms with us and you’ll collaborate with a highly regarded, agile team
of strategists, artists, technologists and writers who have the proven ability
to identify your best virtues and your best path forward.
Stoltz Marketing Group | Overview
Firm information: agile, responsive, attentive.

9. Stoltz Marketing Group | Overview
Firm information: what we do.
BRAND LAUNCH AND EVOLUTION
Brand design
Copywriting and storytelling
Market research and brand planning
Audience identification
CUSTOMER ENGAGEMENT
Content marketing and PR
Social marketing
Tradeshow, guerilla and event marketing
ADVERTISING
We take complicated marketing problems
and distill them into elegantly simple and
unique campaigns that engage audiences
for the longterm.
EXPERIENCE DESIGN
Responsive website design and
development
Mobile apps and unique experiences
TV, video, motion graphics, animation
Corporate video and motion graphic
presentations
DEMAND GENERATION
Media planning and placement
Search engine optimization (SEO)
Search engine marketing (SEM)
Customer relationship management
Marketing automation

10. STOLTZ MARKETING GROUP
913 W. River St., Suite 410
P.O. Box 8925 | Boise, ID 83707
T 208.388.0766 | W www.stoltzgroup.com
Stoltz Marketing Group | Overview
Firm information: get in touch with us.

11. Ken Stoltz, president
Client service, Business reviews, Brand strategy, Media planning
Ward Duft, creative director
Brand planning, Creative concept development, Copywriting
Jill Watterson, director of client services
Client service, Brand planning, Media planning
Jay Bowen, senior account director
Client service, Brand planning, Content marketing, SEM, CRM, marketing automation
Kate Holgate, associate creative director
Creative concept development, Art direction, Digital UI/UX design
Bill Doty, digital media producer
Video production, Website/mobile programming
Brian Harrison, digital strategist
Client service, SEO, SEM, Social marketing
Dan Stone, copywriter / pr manager
Copywriting, Creative concept development, Public relations
Tony Hart, art director
Art Direction, Digital UI/UX design
Stoltz Marketing Group | Overview
Key staff: the people behind your brand.

12. We see your potential.
TM