How to Define Your Customer Journey

In the event world, your customers are everything. You’ve got the creativity, the logistics, and the hustle—but without a clear picture of your customer journey, you're likely missing out on opportunities to book more business and serve your clients better.

The good news? You don’t need a marketing degree or a giant whiteboard to figure this out. In fact, defining your customer journey can be pretty simple—and once you do, your entire process becomes more intentional, streamlined, and profitable.

You don’t need to overthink it. Just grab a pen and sketch out what typically happens in each stage.

1. Awareness

This is when someone first hears about you. It could be through social media, a Google search, a referral, or seeing your work at an event. Ask yourself: How are people discovering my business? What first impression am I making?

2. Inquiry

They reach out—maybe through your website, email, or DMs. This is where your communication style and speed matter. Are you setting the tone for what it’s like to work with you? Are you answering their questions clearly and confidently?

3. Booking

This includes your proposal, contract, invoice, and any early meetings. How easy is it to say yes to you? Is the process smooth or stressful? Are you giving them reasons to feel confident about booking?

4. Service / Experience

This is your time to shine. It’s the lead-up to the event, the event day itself, and how you handle everything that comes with it. Do clients feel taken care of? Are you managing expectations and communicating clearly?

5. Follow-Up / Rebook / Referral

After the event is over, what happens next? Are you sending a thank-you? Asking for a review? Encouraging referrals? Staying in touch? This final stage is often the most overlooked—but it’s where the long-term value lives.

Then ask:

• What’s working?

• What feels clunky or inconsistent?

• Where do most leads fall off?

• Where can I add more value or clarity?