Customer JourneyCharting a customer’s path from awareness to conversion

Map out your customer’s journey

When you know how a customer will convert, you can influence their journey.  Where did they come from and how did they get to that point? What milestones should you use to track progress? You can better understand the path your customer takes to the buying decision with the Customer Journey solution from Hanover Research.

Using quantitative and qualitative data sources, Hanover Research gathers insights and shapes them into a map that charts the entire customer journey and shows where your brand or product can best intersect with that journey.

Nearly 90% of professionals using customer journey mapping report increases in customer satisfaction, lower churn rates, and fewer customer complaints.

Customer journey mapping targets the touchpoints that matter most


Uncover initial purchasing motivations and triggers.


Optimize utilization of resources used for product discovery.


Increase a customer’s product satisfaction and likelihood to recommend it.

How it works: Customer Journey Mapping

1 Created with Sketch.

Segment Customers

Separate your customers into groups with customer segmentation and buyer personas.

2 Created with Sketch.

Map the Lifecycle

Determine key customer lifecycle stages with Attitude, Awareness, and Usage (AA&U) surveys, ethnographic research, path-to-purchase studies, or customer lifetime value analysis.

3 Created with Sketch.

Identify Touchpoints

Reveal customer touchpoints with customer surveys or interviews or customer usage data.

4 Created with Sketch.

Target Improvements

Identify areas for improvement with customer feedback interviews or surveys.

Mermet Leverages Path-to-Purchase Insights to Help Expand Its Online Presence

“We were exploring a website redesign as part of our overall effort to increase our brand’s online presence. With this goal in mind, we felt it was important to understand the path that potential customers of solar screen fabrics take in their purchase journey to inform our planning. Hanover’s analysis provided in-depth insights that helped us identify online content and services that will resonate well with customers.”

Colin Blackford, Director of Strategy & Innovation, Mermet

Make decisions with confidence, not guesswork

Hanover Research provides high quality, custom research and analytics through a cost-effective model that helps clients in the corporate, education, and healthcare sectors make informed decisions, identify and seize opportunities, and heighten their effectiveness.


Ongoing research agenda adapts with your organization’s needs


200+ analysts with advanced research expertise


Annual, fixed-fee model delivers shared costs and benefits


Exclusive account and research teams ensure strategic partnership

Leverage the power of our Customer Journey Mapping solution