In the last 9 months, AI has taken over the CX world. From online chatbots to personalized recommendations, AI technology has drastically changed the way brands interact with their customers, and it isn’t going anywhere. In the next two years, 70% of CX leaders plan to integrate more AI into their customer touchpoints.

Consumers also expect more AI interactions in their shopping journeys, especially younger generations. 72% of Americans over the age of 65 have negative feelings towards AI in CX, compared to only 41% of Americans under 34 with negative feelings towards AI.

As brands embrace automated systems, it’s vital to remember that AI enhances your current CX; it doesn’t replace it. DTC brands need to integrate both AI and human touchpoints into their customer journey in order to be successful and drive profits.

The Importance of Creating a Customer-Centric Brand

Prioritizing customer service is a key business strategy for eCommerce brands. More than price points or product quality, customer experience is the number one factor for customer lifetime value. 73% of consumers say their customer experience is the number one thing they consider when choosing a brand to purchase from. 

Creating a reputation as a customer-focused company increases customer retention and attracts new customers, leading to higher profits. Brands that are seen as “customer-centric” have 60% greater profits than competitors who don’t prioritize CX.

The first step to optimizing your CX is by mapping the journey your customers take from brand discovery to package delivery. 

What Is a Customer Journey Map?

A customer journey map is a visual representation of your CX path across all channels. The map can be used to find optimization points, anticipate needs, and create more personalized processes.  A customer journey map varies in design, but usually includes 4 key elements.

1. Customer Touchpoints
2. Customer Emotions
3. Customer Motivations
4. Customer Pain Points

Customer Touchpoints

Any interaction with a customer, digital or physical, is considered a customer touchpoint. A touchpoint can occur before, during, or after a purchase is made. Unlike brick-and-mortar stores, which have in-person touchpoints, eCommerce brands interact with customers exclusively through digital channels. Although there are benefits to digital communication, like increased efficiency and ease of use, it can be difficult to personalize these digital touchpoints. Brands that excel at personalization are 71% more likely to report improved customer loyalty, highlighting the importance of personalization.

Brands should also consider word-of-mouth touchpoints. In the age of social media, recommendations from trusted influencers or from friends and family are vital to bringing new customers to your shop. By investing in a positive customer service experience, brands can increase their word-of-mouth sales. 

Examples of digital touchpoints: 

• Website visit
• Instagram/Facebook ad
• Social media posts
• Emails
• Customer service calls
• Chatbot interactions
• Public events
• Customer reviews
• Loyalty programs

Customer Emotions

The best brands don’t just deliver products, they make customers feel something. By mapping emotions across the customer journey, you can uncover powerful insights. If frustration builds from cart to checkout, it signals an opportunity to simplify and optimize your process.

Customer Motivations

Every action a customer takes is driven by motivation. While motivations vary by brand, there are common patterns in eCommerce.

• To learn: browsing a site, exploring social media, or scrolling through products
• To verify: reading reviews, checking product details, or studying photos
• To purchase: adding items to cart, completing checkout, or tracking their order

Understanding these intentions helps you meet customers where they are and guide them toward conversion.

Customer Pain Points

Pain points are often the most revealing part of a customer journey map. They’re usually tied to emotions like frustration, confusion, or even anger, and they highlight where the experience breaks down. To take meaningful action, it helps to group pain points into four categories: process, financial, support, or product. From there, you can prioritize and adjust as needed to improve the journey.

How To Build a Customer Journey Map

Free template download: Customer Journey Map for Shopify Brands

Step 1: Step into your customer’s shoes

No two customers take the exact same path. Some discover you on Instagram, others return as loyal buyers, and some arrive with a specific product in mind. Start by mapping the journeys that matter most. Identify your top three customer personas using insights from website metrics, social media, and ads.

Step 2: List every touchpoint

Map out each interaction a customer has with your brand—from awareness all the way through consideration, purchase, retention, and advocacy. These touchpoints show you where your brand makes an impact (or where friction may appear).

Step 3: Immerse yourself in the journey

Walk through the experience as if you were each persona. Follow the purchase flow from start to finish to see what your customer actually feels. Then, dig deeper: study reviews, highlight recurring frustrations, and note repeated praise. These insights reveal the moments that make or break the journey.

Integrating Human Touchpoints in Your CX

The numbers are clear: human service isn’t going anywhere. While automation and AI deliver speed and efficiency, most consumers and agents agree, they work best as a complement to human support, not a replacement.

• 90% of people still prefer human service over chatbots
• 53% of consumers actively seek genuine connections with brands
• 60% of agents say access to more data would help them personalize interactions
• Agents using AI are 20% more likely to feel empowered in their roles
• Human interactions earn a 72-point higher NPS than chatbots

AI shines when handling straightforward tasks like resolving simple issues, answering common questions, or suggesting personalized upsells. But when it comes to complex problems, high-value purchases, or unique situations, nothing replaces the empathy and flexibility of a human. The best customer experiences blend the two for speed, personalization, and connection.

Corso’s omnichannel platform facilitates a seamless transition between AI and human customer service. Schedule a demo here

Customer Journey Maps: Balancing AI and Human Touchpoints

Customer journey maps give brands a clear view of touchpoints, emotions, motivations, and pain points, unlocking opportunities to optimize the experience. While AI can boost efficiency and handle simple issues, research shows that authentic human connections remain essential for trust, loyalty, and long-term retention. The most effective customer journeys combine automation to streamline processes and human touchpoints to solve complex problems and build genuine relationships.