Mapping the Customer Journey
Mar 13, 2025
Understanding your customer journey is one of the most powerful things you can do to improve your business. When you know exactly how your customers discover you, consider your services, make a decision, complete a purchase, and interact post-sale, you can create a seamless, profitable experience that keeps them coming back.
In this post, we’ll break down the key stages of the journey and how you can optimize each one to grow your business.
Why the Customer Journey Matters
Most flooring businesses rely heavily on referrals, word of mouth, and online searches to bring in customers. But what happens after someone discovers your business? If you don’t have a well-mapped customer journey, you could be losing leads without realizing it.
Mapping the customer journey helps you:
β Stand out from competitors (even those who race to the bottom on pricing).
β Build trust early in the process so customers feel confident choosing you.
β Eliminate roadblocks that may be costing you sales.
β Create a system for repeat business and referrals.
The 5 Stages of the Customer Journey
1οΈβ£ Awareness – How do potential customers first find you?
β‘ Google, word-of-mouth referrals, drive-by traffic, contractors, and ads are common discovery points.
β‘ Make sure your Google Business Profile is optimized with photos, reviews, and accurate contact details.
β‘ Differentiate yourself by showcasing expertise, not just price.
2οΈβ£ Consideration – What makes a customer trust you?
β‘ Customers want to know they’re making the right choice, so reviews, word-of-mouth, and specialized knowledge matter.
β‘ Branding consistency helps (e.g., a professional website, branded shirts with embroidered names, and email signatures with your picture).
β‘ Tech tools like Swell (which sends a photo of the installer before they arrive) help ease concerns and build trust.
3οΈβ£ Decision – What pushes them to say yes?
β‘ Customers choose businesses based on customer service, expertise, and experience—not just price.
β‘ Providing a detailed, in-person quote review instead of just emailing a number can dramatically improve conversions.
β‘ Reputation matters: Are you known for good work and standing behind your product?
4οΈβ£ Purchase – How smooth is your buying process?
β‘ Make sure the process is easy and professional—walk-through forms, clear expectations, and no surprises.
β‘ Consider a video explainer on your website (e.g., “What happens when you fill out this form?”) to eliminate hesitation and build transparency.
5οΈβ£ Post-Purchase – How do you create repeat business?
β‘ Follow up! Too many flooring businesses drop off after installation.
β‘ Have a post-installation check-in process: A phone call, a survey, or even a VIP email list can keep customers engaged.
β‘ Ask for referrals the right way—happy customers love to help but need a clear, easy way to refer friends.
Real-World Competitive Insights
One of our members shared a brilliant strategy that highlights how knowing your customer journey can set you apart from the competition.
π The Challenge: Competitors were winning jobs simply by turning around quotes faster.
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Her Solution: Instead of rushing, she stopped emailing quotes and required customers to meet in person to go over them at the office.
π― The Result: Higher conversion rates because customers understood the value of proper installation and adequate floor prep, rather than just picking the lowest quote.
This is a perfect example of how competing on quality and customer experience, not speed, can lead to success.
Action Step: Map Your Own Customer Journey
We encourage you to grab a notebook, whiteboard, or digital document and start charting your customer journey.
π‘ Where do your leads come from?
π‘ What builds trust?
π‘ What objections do customers have?
π‘ How do you ensure a smooth, confidence-building experience?
π‘ How do you stay in touch with customers after the sale?
Coming Soon: Customer Journey Workbook, sign up below to get updates!
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