The Green Path to Happy Customers

At 3Create, our mission is clear: We help Clean Tech businesses find, get, and keep customers. Recently, we explored the ‘get’ aspect of our mission through a series of posts on green marketing strategies, focusing on the power of design, positioning, and messaging to build a strong green brand.

Now let’s turn our attention to the ‘keep’ part of the equation. Retaining customers goes beyond simply offering sustainable products and services. It requires a deeper understanding of how your customers interact with your brand.

Enter the Green Customer Journey Map

What is a customer journey map? It is the visual representation of how your customers think and the decision-making processes they go through – plotted over time and across channels. It tracks all the touchpoints along that journey, starting from the first stage (awareness) to the last (post-purchase).

The goal of a journey map is to gain an understanding of your customers’ perspective as they use your products or services (‘walk a mile in their shoes’ so to speak). It also serves to identify areas along the journey that may need improvement.

Here is an example of a journey map for an eco-conscious woman looking for a ‘green’ yoga studio.

Customer Journey Map for a Green Business

As you can see (if your superpower is phenomenal eyesight – otherwise take my word for it), this journey follows the typical sales cycle. It starts with Desire and Research, moves on to Decision and Onboarding, then concludes with Post-Sales. Each swim lane (goals, feelings, actions) details different aspects of each step – always from the customer’s point of view. And please note the red stickies – they give us an ‘at-a-glance’ view of where the challenges lie for this green yoga studio.

Swim lanes also include pain points and opportunities. And at 3Create, we always include swim lanes for customer questions, keywords, and metrics for an easy way to populate content and SEO strategies.

But What About the Green Part?

However, what makes this journey map green are the swim lanes devoted to sustainability and environmental impact. This ensures that ecological and social sustainability is baked into the customer experience at every step.

Are the Benefits of Customer Journey Maps Worth the Time?

Absolutely! The time invested in journey mapping is well worth the return, and here’s why:

  • Invaluable insights
    • Get a birds-eye view of your entire customer journey, seeing both the challenges and the opportunities at a glance
    • Dispel assumptions about your customers with real data about their motivations, feelings, and decision-making processes (it’s not about you think they think– it’s about what they think).
  • Content Goldmine
    • What better way to get targeted content for every step of your customers’ journey! You can address specific concerns and questions your customers might have – before they even ask.
    • Blog posts, FAQs, and social media content can all be tailored to provide valuable info and education when they need it most.
  • Seamless and Positive Customer Experience
    • User friendly experiences make for happy customers, which keeps them coming back
    • Provide a frictionless customer flow by identifying gaps between the online and offline experiences
  • Competitive Advantage
    • By journey mapping, you are prioritizing your customers’ needs and delivering an experience that sets you apart from the competition.

Map Your Green Customer Journey with 3Create

In essence, mapping the Green Customer Journey allows you to become more strategic and effective in your sustainability efforts, leading to positive outcomes for both your company and the environment. And who doesn’t want that?

3Create is a consulting company built to find, get and keep customers. We can help you create a Green Customer Journey map, as well as craft other strategies that set you apart in the green and Clean Tech world.

Get started on your Green Customer Journey map today. Contact us at or

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