Customer Journey Map J01

Lead → Customer

Maps how a lead becomes a paying customer — the need, company action, and KPI at each stage from first contact to first conversion.

Journey Stages

Lead created — Need: confirmation and clarity · Company action: acknowledge and classify intent · KPI: qualified lead progression.
Consideration — Need: understanding, proof and fit · Company action: education/reassurance · KPI: high-intent progression.
Decision — Need: low-friction action · Company action: direct CTA/human support · KPI: first conversion.
Customer — Need: confidence in next step · Company action: welcome/onboarding · KPI: first-success proxy.

Mandatory Adaptation

client state names; exact entry/exit rules; friction evidence; next-best action; human vs automation decision; suppressions; KPI definition; owner.

Maps the path from a new customer’s first purchase to their first real success with the product or service.

Maps how a first-time customer becomes a repeat customer, including the reminder and convenience touches that close the gap.

Maps how a repeat customer qualifies for and moves into VIP treatment.