Brand Audit Tool suite · Module 05
Customer Experience Journey Mapping
Three horizontal stages, nine sub-stages, and three vertical perspectives. Capture what the customer does, what they feel, and what the brand owner is accountable for — then score every touchpoint and surface the friction.
Stage 1
Pre-Buy
Awareness · Consideration · Decision
Stage 2
Buy
Purchase · Delivery · Usage
Stage 3
Post-Buy
End of Experience · Loyalty · Advocacy
Vertical perspectives
- Customer — activities, goals, touchpoints
- Emotional state — 10-level scale
- Brand owner — business goal, KPIs, organizational activities, responsible person
ECQ touchpoint scoring
- E · Existence — 0=Missing, 1=Outdated, 2=Current
- C · Consistency — 0=Chaotic, 1=Inconsistent, 2=Harmonious
- Q · Quality — 0=Broken, 1=Functional, 2=Delightful
Emotional scale
Excited (WOW) Happy Pleased Interested / Curious Nothing Worried Sad Angry Bad Disaster
B'G 360° sensory compatibility
Every touchpoint carries a reserved sensory record so future versions can score Concept, Visual, Messaging, Tactile, Olfactory, Gustatory without remapping journeys.