What is a Customer Journey Map? [Free Templates]

Learn what the customer journey mapping process is and download a free template that you can use to create your own customer journey map.

A woman smiles at her mobile device while sitting on a curb.

Table of Contents

Mapping the customer journey can give you a way to better understand your customers and their needs. As a tool, it allows you to visualize the different stages that a customer goes through when interacting with your business; their thoughts, feelings, and pain points.

And, it’s shown that the friction from those pain points costs big: in 2019, ecommerce friction totaled an estimated 213 billion in lost US revenue .

Customer journey maps can help you to identify any problems or areas where you could improve your customer experience . In this article, we’ll explain what the customer journey mapping process is and provide a free template that you can use to create your own map. Let’s get started!

Bonus: Get our free, fully customizable Customer Experience Strategy Template that will help you understand your customers and reach your business goals.

What is a customer journey map?

So, what is customer journey mapping? Essentially, customer journey maps are a tool that you can use to understand the customer experience. Customer journey maps are often visual representations showing you the customer’s journey from beginning to end. They include all the touchpoints along the way.

There are often four main stages in your sales funnel, and knowing these can help you create your customer journey maps:

  • Inquiry or awareness
  • Interest, comparison, or decision-making
  • Purchase or preparation
  • Installation, activation, or feedback

Customer journey maps are used to track customer behavior and pinpoint areas where the customer experiences pain points. With this information uncovered, you can improve the customer experience, giving your customers a positive experience with your company.

You can use customer journey mapping software like Excel or Google sheets, Google Decks, infographics, illustrations, or diagrams to create your maps. But you don’t actually need customer journey mapping tools. You can create these maps with a blank wall and a pack of sticky notes.

Though they can be scribbled on a sticky note, it’s often easier to create these journeys digitally. That way, you have a record of your journey map, and you can share it with colleagues. We’ve provided free customer journey mapping templates at the end of this article to make your life a little easier.

The benefits of using customer journey maps

The main benefit of customer journey mapping is a better understanding of how your customers feel and interact with your business touchpoints. With this knowledge, you can create strategies that better serve your customer at each touchpoint.

Give them what they want and make it easy to use, and they’ll keep coming back. But, there are a couple of other great knock-on benefits too.

Improved customer support

Your customer journey map will highlight moments where you can add some fun to a customer’s day. And it will also highlight the pain points of your customer’s experience. Knowing where these moments are will let you address them before your customer gets there. Then, watch your customer service metrics spike!

Effective marketing tactics

A greater understanding of who your customers are and what motivates them will help you to advertise to them.

Let’s say you sell a sleep aid product or service. A potential target market for your customer base is young, working mothers who are strapped for time.

The tone of your marketing material can empathize with their struggles, saying, “The last thing you need is someone asking if you’re tired. But we know that over half of working moms get less than 6 hours of sleep at night. While we can’t give you more time, we know how you can make the most of those 6 hours. Try our Sleep Aid today and sleep better tonight.”

Building out customer personas will show potential target audiences and their motivation, like working moms who want to make the most of their hours asleep.

Product advancements or service improvements

By mapping your customer’s journey, you’ll gain insights into what motivates them to make a purchase or prevents them from doing so. You’ll have clarity on when or why they return items and which items they buy next. With this information and more, you’ll be able to identify opportunities to upsell or cross-sell products.

A more enjoyable and efficient user experience

Customer journey mapping will show you where customers get stuck and bounce off your site. You can work your way through the map, fixing any friction points as you go. The end result will be a smoothly-running, logical website or app.

A customer-focused mindset

Instead of operating with the motivation of business success, a customer journey map can shift your focus to the customer. Instead of asking yourself, “how can I increase profits?” ask yourself, “what would better serve my customer?” The profits will come when you put your customer first.

At the end of the day, customer journey maps help you to improve your customer experience and boost sales. They’re a useful tool in your customer experience strategy .

How to create a customer journey map

There are many different ways to create a customer journey map. But, there are a few steps you’ll want to take regardless of how you go about mapping your customer’s journey.

Step 1. Set your focus

Are you looking to drive the adoption of a new product? Or perhaps you’ve noticed issues with your customer experience. Maybe you’re looking for new areas of opportunity for your business. Whatever it is, be sure to set your goals before you begin mapping the customer journey.

Step 2. Choose your buyer personas

To create a customer journey map, you’ll first need to identify your customers and understand their needs. To do this, you will want to access your buyer personas.

Buyer personas are caricatures or representations of someone who represents your target audience. These personas are created from real-world data and strategic goals.

If you don’t already have them, create your own buyer personas with our easy step-by-step guide and free template.

Choose one or two of your personas to be the focus of your customer journey map. You can always go back and create maps for your remaining personas.

Step 3. Perform user research

Interview prospective or past customers in your target market. You do not want to gamble your entire customer journey on assumptions you’ve made. Find out directly from the source what their pathways are like, where their pain points are, and what they love about your brand.

You can do this by sending out surveys, setting up interviews, and examining data from your business chatbot . Be sure to look at what the most frequently asked questions are. If you don’t have a FAQ chatbot like Heyday , that automates customer service and pulls data for you, you’re missing out!

FAQ chatbot Kusmi Tea

Get a free Heyday demo

You will also want to speak with your sales team, your customer service team, and any other team member who may have insight into interacting with your customers.

Step 4. List customer touchpoints

Your next step is to track and list the customer’s interactions with the company, both online and offline.

A customer touchpoint means anywhere your customer interacts with your brand. This could be your social media posts , anywhere they might find themselves on your website, your brick-and-mortar store, ratings and reviews, or out-of-home advertising.

Write as many as you can down, then put on your customer shoes and go through the process yourself. Track the touchpoints, of course, but also write down how you felt at each juncture and why. This data will eventually serve as a guide for your map.

Step 5. Build your customer journey map

You’ve done your research and gathered as much information as possible, now it’s time for the fun stuff. Compile all of the information you’ve collected into one place. Then, start mapping out your customer journey! You can use the templates we’ve created below for an easy plug-and-play execution.

Step 6. Analyze your customer journey map

Once the customer journey has been mapped out, you will want to go through it yourself. You need to experience first-hand what your customers do to fully understand their experience.

As you journey through your sales funnel, look for ways to improve your customer experience. By analyzing your customer’s needs and pain points, you can see areas where they might bounce off your site or get frustrated with your app. Then, you can take action to improve it. List these out in your customer journey map as “Opportunities” and “Action plan items”.

Types of customer journey maps

There are many different types of customer journey maps. We’ll take you through four to get started: current state, future state, a day in the life, and empathy maps. We’ll break down each of them and explain what they can do for your business.

Current state

This customer journey map focuses on your business as it is today. With it, you will visualize the experience a customer has when attempting to accomplish their goal with your business or product. A current state customer journey uncovers and offers solutions for pain points.

Future state

This customer journey map focuses on how you want your business to be. This is an ideal future state. With it, you will visualize a customer’s best-case experience when attempting to accomplish their goal with your business or product.

Once you have your future state customer journey mapped out, you’ll be able to see where you want to go and how to get there.

Day-in-the-life

A day-in-the-life customer journey is a lot like the current state customer journey, but it aims to highlight aspects of a customer’s daily life outside of how they interact with your brand.

Day-in-the-life mapping looks at everything that the consumer does during their day. It shows what they think and feel within an area of focus with or without your company.

When you know how a consumer spends their day, you can more accurately strategize where your brand communication can meet them. Are they checking Instagram on their lunch break, feeling open and optimistic about finding new products? If so, you’ll want to target ads on that platform to them at that time.

Day-in-the-life customer journey examples can look vastly different depending on your target demographic.

Empathy maps

Empathy maps don’t follow a particular sequence of events along the user journey. Instead, these are divided into four sections and track what someone says about their experience with your product when it’s in use.

You should create empathy maps after user research and testing. You can think of them as an account of all that was observed during research or testing when you asked questions directly regarding how people feel while using products. Empathy maps can give you unexpected insights into your users’ needs and wants.

Customer journey map templates

Use these templates to inspire your own customer journey map creation.

Customer journey map template for the current state:

customer journey map template

The future state customer journey mapping template:

future state customer journey mapping template

A day-in-the-life customer journey map template:

day-in-the-life customer journey map

An empathy map template:

empathy map template

A customer journey map example

It can be helpful to see customer journey mapping examples. To give you some perspective on what these look like executed, we’ve created a customer journey mapping example of the current state.

customer journey map example for "Curious Colleen Persona"

Buyer Persona:

Curious Colleen, a 32-year-old female, is in a double-income no-kids marriage. Colleen and her partner work for themselves; while they have research skills, they lack time. She is motivated by quality products and frustrated by having to sift through content to get the information she needs.

What are their key goals and needs? Colleen needs a new vacuum. Her key goal is to find one that will not break again.

What are their struggles?

She is frustrated that her old vacuum broke and that she has to spend time finding a new one. Colleen feels as though this problem occurred because the vacuum she bought previously was of poor quality.

What tasks do they have?

Colleen must research vacuums to find one that will not break. She must then purchase a vacuum and have it delivered to her house.

Opportunities:

Colleen wants to understand quickly and immediately the benefits our product offers; how can we make this easier? Colleen upholds social proof as a decision-making factor. How can we better show our happy customers? There is an opportunity here to restructure our website information hierarchy or implement customer service tools to give Colleen the information she needs faster. We can create comparison charts with competitors, have benefits immediately and clearly stated, and create social campaigns.

Action Plan:

  • Implement a chatbot so customers like Colleen can get the answers they want quickly and easily.
  • Create a comparison tool for competitors and us, showing benefits and costs.
  • Implement benefit-forward statements on all landing pages.
  • Create a social campaign dedicated to UGC to foster social proof.
  • Send out surveys dedicated to gathering customer feedback. Pull out testimonial quotes from here when possible.

Now that you know what the customer journey mapping process is, you can take these tactics and apply them to your own business strategy. By tracking customer behavior and pinpointing areas where your customers experience pain points, you’ll be able to alleviate stress for customers and your team in no time.

Turn customer conversations and inquiries into sales with Heyday, our dedicated conversational AI chatbot for social commerce retailers. Deliver 5-star customer experiences — at scale.

Turn customer service conversations into sales with Heyday . Improve response times and sell more products. See it in action.

Become a better social marketer.

Get expert social media advice delivered straight to your inbox.

Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

Related Articles

A robot uses a mobile phone.

FAQ Chatbot: The Best Way to Save Time on Customer Service

FAQ chatbots are bots designed to answer common questions people have about a product or service. They are used on websites or in customer service applications.

customer journey map template free

Customer Service Metrics: 2024 Guide + Free Template

Customers expect to get support wherever they look for and they expect it fast. To keep up, track the customer service metrics that matter.

Cover Image for Create a Customer Experience Strategy

Create a Customer Experience Strategy [FREE TEMPLATE]

This step-by-step template makes it easy to deliver a well-laid-out customer experience strategy that can give you planned, targeted growth.

cover image

Customer Experience Management Explained [11 Top Tips]

Turn that frown upside down! Keep your customers smiling with a strong customer experience management strategy.

Hootsuite Offer

Edit a Customer Journey Map

Free Customer Journey Map Templates

Create customer journey maps to analyze the purchase path of your customers with the templates and examples of the online editor edit.org.

Create a map to analyze, understand and communicate your customer's customer journey with editable online templates from Edit.org

Customer Journey Map template example to edit online

What is a Customer Journey Map?

It is a visual scheme that serves to visualize the steps that your clients follow from when they discover your product or service until they are regular clients and even recommend it to other people.

It is very useful to see what contact points there are and therefore take them into account for possible analysis and improvement.

A Customer Journey Map consists of 3 very important initial phases (plus 2 other phases after the acquisition of your products or contracting your services):

  • Awareness (discovery). It is the moment when the potential customers discovers the existence of your product or service, which solves their problem or responds to their need.
  • Consideration. It is the phase in which the person evaluates and compares your proposal.
  • Acquisition (decides to purchase or not). It is the stage where he buys your product or hire your service (or decides not to and you lose this sales opportunity).
  • Service (experience) or consumption. The customer makes use or consumes what is purchased.
  • Loyalty or Advocady (retention and recommendation). The consumer repeats his experience, he is a satisfied customer and also prescribes your products and services to others like him.

Free customizable Customer Journey Map template with phases and touchpoints

Create a Customer Journey to analyze the contact points with your customers

Would you like to improve the shopping experience of your customers? Creating a Customer Journey Map will help you to be more aware of how many points of interaction with your company there are in each phase, with the aim of optimizing, modifying, eliminating or taking the appropriate action, with the objective to improve sales or the customer or user experience (UX).

The visualization of this map is a representation of the touchpoints with your company, and can be positive or generate friction.

To register the customers feedback for each touchpoint of the map is very practical to detect areas for improvement.

Do you want to create your own Customer Journey? Use the templates of our graphic editor to create how many versions you need for your startup or business. We explain as below.

Customer Journey Map editable template example for a restaurant

How to design an editable journey map

In a few minutes you can have your own personalized Customer Journey downloaded to your device.

Follow these steps:

  • Click on any image in this article to enter the editor
  • Select the Customer Journey Map template you want to edit
  • Customize the touchpoints and its text fields
  • Save changes online
  • Download your free custom graphic in JPG, PNG or PDF

Buyer customer map to edit online with touchpoints

Use editable Customer Journey templates to improve your marketing

What is a Customer Journey Map for? The key to this diagram is that you can activate it, it is to decide, it is a reflection of reality and therefore you can do tests by modifying the contact points.

We recommend that you make a new version every time you make a change in your company. Measuring the results will let you know which version works best. For example, you can create satisfaction surveys, or measure the results of sales conversion or even the evaluation of the consumer experience and thus know if it is improving or not.

Enter now the online editor and create your personalized Customer Journey Map for your business.

See the designs

Edit a Customer Journey Map

customer-journey-map product capabilties 01-online-brainstorming EN 3-2 standard

Customer Journey Map Template

Map your customer journey and help your customers successfully get from A to B. Understand the reasoning behind their choices and design the best product experience and meet your customer's needs.

Trusted by 65M+ users and leading companies

About the Customer Journey Map Template

A customer journey map (CJM) or user journey map is a visual overview of how your customer experiences your product or service. Customers are the lifeblood of your business, so it’s crucial that you empathize with their pain points, wants, and needs so you can design a customer experience with them in mind.

With technology constantly advancing, customer journeys are getting more and more complex. This, in turn, results in a poor customer experience. Whether in sales, marketing, product, or engineering, use a Customer Journey Map Template to capture your customer’s experience for each persona, solve problems that arise in your products and services, and fill gaps.

What is a customer journey map?

A customer journey map (also called  a user journey map ) shows your customer's experiences with your brand and company across all its touchpoints. In a customer journey map, interactions are placed in a timeline to map out the user flow.

To sum it up, customer journey maps represent the journey a customer will experience. Many teams use  customer journey mapping tools  to display the thought processes and emotions customers are facing from the first interaction up to the end (the goal of your map). This, in turn, helps businesses understand whether they are achieving their goals or not, which can result in higher conversion rates and a better customer experience.

Share your expertise on Miroverse 🚀

Publish your own template and help over 60M+ Miro users jump-start their work. 

Get started →

How to use Miro’s customer journey map template

Here are 6 steps to create a successful CJM using the customer journey map template. In each section, we will dive a little deeper, but remember, every map is different, so you may spend more time on one step compared to another.

1. Set clear objectives for the map

Identify your goal for the map. Identifying your ideal outcome will help set the foundations for a successful project.

Ask yourself some of these questions:

Why are you making a customer journey map?

Who is it specifically about?

What experience is it based upon?

Based on this, you may want to create a buyer persona. This is a fictitious customer with all their demographics and psychographics representing your average customer. Having a clear persona is helpful in reminding you to direct every aspect of your customer journey map toward them.

2. Identify your user personas and define their goals

Use the Game-Changer container on the template to identify your persona.

Answer these three questions:

What are their key goals and needs?

What do they struggle with most?

What tasks do they have?

Conduct user research to help you in this process. Survey customers to understand their buying journey, or ask the sales team or customer service representatives for feedback or the most frequently asked questions. You would want to hear the experience of people who are interested in your product and who have interacted with it to understand their pain points and what can be done to improve.

3. Highlight target customer personas

Once you’ve discovered all the different buyer personas that interact with your business, you will need to narrow the list down and select one or two to focus on.

A customer journey map is a specific journey one customer takes, so having too many personas on one map will not be a precise indication of their journey and not a reflection of their true experience.

4. Identify all possible customer touchpoints

Based on your research, you can now use this information to map out all the possible customer touchpoints your customer will face. Use the User Journey Map Template to add the outcomes you want your customer to achieve, and then map all the steps they need to take in order to achieve these outcomes.

List out all of the touchpoints your customer currently has, and then make another list of where you would like your customers to have additional touchpoints. Then check if there are any overlaps.

This step is vital as it can show you whether you have too few or too many touchpoints and gives you a rough idea of your current customer journey experience.

Touch points are not limited to just your website. Look at other areas such as:

Social media channels

Email marketing

3rd party reviews or mentions

Pro Tip:  Run a quick Google search of your business and identify all the pages that mention your brand. Verify this using Google Analytics to see what brings in the most traffic.

This step is very important as it can help you understand things like, are the lack of touchpoints the reason why my customers are turning away? If there are more than expected, are they getting too overwhelmed?

5. Build the customer journey map and try it yourself!

Once you have gathered all the necessary information and identified all the touchpoints your customer will experience, it will finally be time to start building your own customer journey map.

Ensure that you note down every point your customer will touch your business. Remember to add their actions, needs, pains, and feelings to your customer journey map.

Creating the map alone isn’t the end of the process. You will need to go through the journey yourself and analyze the results. By going through the journey first-hand, you will see the areas where expectations might not have been met.

For each persona, go through every journey from beginning to end and take notes.

6. Adjust as needed

Once you have gone through each persona map, you will get a clearer understanding of what your customers are experiencing.

Ensure that all the needs are met and pain points are addressed. No matter how big or small the changes are, every single change has an impact. And this small impact could be the deciding factor for purchase, signup, or download.

Add all the opportunities and improvements you could introduce to your User Journey Map Template . Brainstorm with your team ideas to implement changes, and make sure you assign the right team members to each process.

What should be included in a customer journey map?

Every customer journey map will be different. No map is linear, so it is okay not to have a direct A to B Journey. Below we have compiled a number of points that may be included in a CJM:

1. Significant milestones

In order to begin with a successful customer journey map, it is important to draft a path your customer will be journeying through to reach your business’s goal. This step is also useful as you can preemptively identify potential hiccups that might ensue here.

2. User engagement

This element is where you map out the details of how your customer will interact with your site or product. Think of how you would like this to be in order for you to achieve your goal.

3. Emotions

As we seek positive experiences, it is also important to ensure our customers feel relief, excitement, and happiness. Therefore, to mitigate any negative emotions, ensure you have a clear and concise process with appropriate branding to avoid creating negative opinions.

4. Pain Points

When your customers are experiencing a negative emotion, there is a reason why. Adding pain points to your customer journey map will help you identify the reasons behind them and come up with a solution to fix them.

5. Solutions

And finally, add solutions. Once you and your team have identified the pain points, brainstorm and implement solutions to improve your user experience.

How do I use a customer journey map template?

You can create your CJM with Miro’s free Customer Journey Map Template and customize it according to your brand or product needs. When using your own CJM template, remember to define the scope, what touchpoints you want to analyze, and who inside your organization has ownership of which step.

What are the benefits of customer journey mapping?

Using a customer journey map can be key to better understanding your customers. Customer journey mapping puts you and your team in the mind of the customer and helps you to visualize what they are experiencing at each stage and touchpoint with your business or product. Outlining the stages of interaction, while keeping the customer front and center, allows you to identify any pain points that could be improved. This will better not only the customer experience but will help with customer retention in the long run.

What is a touchpoint in a customer journey map?

A touchpoint in a customer journey map is an instance where your customer can form an opinion of your business. Touchpoints can be found in places where your business comes in direct contact with potential or existing customers. A display ad, an interaction with an employee, a 404 error, and even a Google review can be considered a customer touchpoint. Your brand exists beyond your website and marketing materials, so it’s important that the different types of touch points are considered in your customer journey map because they can help uncover opportunities for improvement in the buying journey.

How often should you update your customer journey map?

Your map should be a constant work-in-progress. Reviewing it on a monthly or quarterly basis will help you to identify gaps and opportunities for streamlining your customer journey further. Use your data analytics along with customer feedback to check for any roadblocks. It would also be helpful to schedule regular meetings to analyze any changes that might affect the customer journey.

Do all businesses need a customer journey map?

Customer journey mapping is important for businesses of all sizes. From SMBs to Enterprise. It is also important for all functions. From sales and marketing to customer service. There is no one size fits all for customer journey maps. Therefore, it is important to take time to personalise your own customer journey map to fully understand your own process and identify your own pain points.

Get started with this template right now.

Stakeholder analysis-1

Stakeholder Analysis Template

Works best for:.

When designing new solutions, thinking about what people need is important. Before deciding or defining the problem, ask questions like: Who is involved? What do they care about? How much power do they have? Understanding how your work affects everyone involved is crucial. Stakeholder analysis helps you plan and might change how you see the problem.

2x2 Prioritization Matrix-1

2x2 Prio Matrix Template

Understanding the balance between importance and difficulty is crucial for effective decision-making and progress. To aid in prioritization, a simple 2x2 matrix can map these factors on the x-axis and y-axis, respectively. This framework allows you to assess the trade-offs and tensions involved. The lower left quadrant represents quick wins, while the upper left quadrant consists of luxury items that may be costly with limited returns. The upper right quadrant contains strategic items that require significant investments for substantial results. Finally, the lower right quadrant houses the most valuable items, offering high impact at a lower cost.

Working Backwards Thumbnail

Working Backwards Template

Desk Research, Strategic Planning, Product Management

Find out how to use the Working Backwards template to plan, structure, and execute the launch of a new product. Using the template, you’ll figure out if the product is worth launching in the first place.

Design Brief Thumbnail

Design Brief Template

Design, Marketing, UX Design

For a design to be successful, let alone to be great, design agencies and teams have to know the project’s goals, timelines, budget, and scope. In other words, design takes a strategic process—and that starts with a design brief. This helpful template will empower you to create a brief that builds alignment and clear communication between your business and your design agency. It’s the foundation of any creative project, and a single source of truth that teams can refer to all along the way.

4Ls Retrospective Thumbnail

4 L's Retrospective Template

Retrospectives, Decision Making

So you just completed a sprint. Teams busted their humps and emotions ran high. Now take a clear-eyed look back and grade the sprint honestly—what worked, what didn’t, and what can be improved. This approach (4Ls stand for liked, learned, lacked, and longed for) is an invaluable way to remove the emotion and look at the process critically. That’s how you can build trust, improve morale, and increase engagement—as well as make adjustments to be more productive and successful in the future.

Job Map Thumbnail

Job Map Template

Design, Desk Research, Mapping

Want to truly understand your consumers’ mindset? Take a look at things from their perspective — by identifying the “jobs” they need to accomplish and exploring what would make them “hire” or “fire” a product or service like yours. Ideal for UX researchers, job mapping is a staged process that gives you that POV by breaking the “jobs” down step by step, so you can ultimately offer something unique, useful, and different from your competitors. This template makes it easy to create a detailed, comprehensive job map.

Customer Journey Map Template

Free Resource

customer-journey-map-template

Outline your company's customer journey and experience with these 7 free customer journey map templates. 

This download includes 7 free customer journey map templates:.

  • Buyer's Journey Template
  • Current State Template
  • Lead Nurturing Mapping Template
  • Future State Template
  • A Day in the Customer's Life Template
  • Customer Churn Mapping Template
  • Customer Support Blueprint Template

current state template

Free Customer Journey Map Templates

Salespeople, marketers, and customer support professionals all benefit from better understanding their customers and buyer personas. One of the most effective ways to do that is with customer journey maps. 

Customer journey maps are an outline of a customer's experience and how your product incorporates into their lives. 

Given this new understanding, you can figure out where to make improvements to your product, marketing, and support process for a better customer experience.

Download the templates today to start mapping out your customer's experience with your product or service. 

What is a customer journey map?

A customer journey map, or journey map, is a visual representation of interactions people have with your brand. A good journey maps highlight moments of delight or pain customers of a brand experience pre and post sales. Using a templated customer journey map helps standardize how businesses can measure how different customer journeys can be improved.

How do I create a customer journey map template?

How to create a comprehensive customer journey map.

Start with your buyer persona. HubSpot provides a free "Make My Persona" tool if you don't have one. Map out buyer touchpoints with your business. This starts from how they found your business to how they left reviews. Analyze customer pain points. This could be through customer interviews or online negative reviews. Assign priorities to addressing customer pain points. Measure the impact of solving the customers' problems.

What are the elements of a customer journey?

Key elements of customer journey maps.

We created free templates that address personas, timelines, touchpoints, and other elements of great customer journey maps:

Why do I need to fill out the information requested?

We will always keep your personal information safe. We ask for your information in exchange for a valuable resource in order to (a) improve your browsing experience by personalizing the HubSpot site to your needs; (b) send information to you that we think may be of interest to you by email or other means; (c) send you marketing communications that we think may be of value to you. You can read more about our privacy policy  here .

Is this really free?

Absolutely . Just sharing some free knowledge that we hope you’ll find useful. Keep us in mind next time you have marketing questions!

Click the button to gain access to the templates.

Download the free journey map templates.

All fields are required.

Easily create great, effective landing pages for free

  • Customer journey maps
  • AI Personas
  • Impact maps
  • Request a demo
  • Human Resources
  • Pricing plans
  • Affiliate Program
  • Case studies
  • UXPressia Academy
  • Cheat cards
  • Platform overview
  • All templates
  • Banking, Finance & Insurance (19)
  • Business (12)
  • CX/Business Tools (6)
  • Services (6)
  • Digital (18)
  • Education & Career (18)
  • Government & Nonprofit (10)
  • Health & Well-Being (5)
  • Leisure & Entertainment (19)
  • Shopping & Purchases (20)
  • Real Estate (6)
  • Transport (12)
  • Travel & Tourism (19)

8 Free Customer Journey Mapping Templates and Examples

Published in: Journey Mapping / Last update: July 2020

Free Customer Journey Mapping Templates and Examples

So you want to create a customer journey map and are looking for a template to get you started. Well, you've come to the right place!

In this article, you'll find an overview of the best templates out there . Next to giving you a comprehensive overview, the goal of this article is also to help you get the most value out of these templates.

That’s because— no matter how good a template is —if you don't know how and when to use it, you might as well pick any random one.

You can either use the table of contents below to jump straight to the templates or continue reading to build a deeper understanding of how to get the most value out out these templates .

As you'll see, the overview in this article also contains service blueprint templates. As a customer journey is always embedded in service blueprint , it makes sense to include them.

Just a quick note that there might be affiliate links in this article, which means I get a small commission when you sign up for one of the journey mapping tools mentioned here.

Why and when to use customer journey map templates?

There are many good reasons and smart moments to use a journey map template. You just have to know what they are and be able to recognize their value.

This is also a word of warning , since reaching for a template at the wrong time, as tempting as it might be, will eventually do more harm than good.

So, let's go over some common scenarios in which you could benefit from using a customer journey map template.

DO make more informed decisions and build a solid foundation.

When you're starting out with customer journey maps, you're going to have a lot of questions around how to structure your map.

Which kinds of lanes should you add? How many should there be? What is the right order?

This is a stage in which templates and examples can be extremely helpful.

Seeing how other organizations have structured their journey maps will open up your eyes to what's possible and expand your "vocabulary."

The more informed you are, the better you'll be able to judge which information is relevant in your journey map and what's totally fine to ignore. 

Remember that you should strive to map as little as possible and not more.

You wouldn't want to spend a lot of time mapping the journey just to realize that your map is full of information you don't need anyway.

DO get a head start with plenty of time.

Starting with a blank piece of paper is one of the hardest things in any situation.

What is the first word you write? Where do you draw the first line? What should you say to start the conversation with a stranger?

The nice thing is that, when you've gone over the process a few times, you'll start to recognize patterns.

If you’re a budding artist, once you’ve drawn a few stick figures, you'll have figured out the basic structure of a face.

The same applies to customer journey maps. At some point, you'll know what the generic structure is of your customer journey.

From that moment on, it makes sense to create a template from this journey so you don't have to recreate that over and over again.

A template allows you to focus on the content of your journey map rather than how to structure the information.

DON'T copy and paste the perfect recipe.

Imagine this: You meticulously follow the perfect recipe to prepare the most amazing pasta Bolognese...only to find out that your guest has a tomato allergy. :-/

As unlikely as this might sound, this is the most common pitfall regarding customer journey map templates.

You find the perfect customer journey map template online and start filling it in with your full dedication. And of course, you manage to create an impressive journey map.

When you finally share the map within the organization , you come to the realization that it doesn't give the answers to the challenges that need to be solved.

Always be critical about the elements in your journey map template. Do you really need all of them? Is there something important missing? Could a little tweak to the template give you much better results?

DON'T get distracted by the visual aspects.

Until now, journey maps have been produced using tools ranging from PowerPoint to InDesign. The effect is that:

  • There are a lot of different journey maps out there that all have a unique look and feel.
  • You feel that every journey map has to be nothing less than a work of art to have any value.

So, when you're looking at templates and examples, the plethora of options can easily be overwhelming.

The truth is that most of these templates contain at their core the same key elements described in our Practical Guide to Customer Journey Mapping . They are just visualized in a different way.

It's easy to get distracted and lose yourself in trying to make your journey map look good. Just try to keep the visuals consistent and clear . Once again, less is more!

DON'T map just for the sake of it.

What's the fastest way to create a customer journey map? Not making a map when you don't need one. 

A bit cheesy, I know. But it holds a lot of truth.

Don't be the person who creates a customer journey map just because you can. We've got enough of them already.

Be a true professional and make sure that you're mapping for the right reason . Your efforts need to add real value to the organization.

Using a journey map template without first understanding what questions it needs to answer is a guarantee that you'll waste your time. Unless, of course, you aspire to become an artist who creates nice visuals in the form of a journey map.

Down below, you'll find an overview of customer journey map (and service blueprint) templates. The overview is divided into templates offered by online journey mapping tools and templates you'll find in books, articles, etc.

I've included a pros and cons list for each template, which should help you decide if the template fits your needs.

A Quick Word on Online Journey Mapping Tools

There is a difference between professional journey mapping tools (like Custellence and Smaply) and generic tools that also allow you to create journey maps (like Miro, Mural and Google Slides).

When you decide to pick one of these tools, it's good to understand the long-term implications.

If you want to learn more about how these different journey mapping tools compare, check this playlist on the Service Design Show YouTube channel.

Templates in Online Tools

Miro is a very user-friendly and flexible online whiteboarding tool. I did a full review of how to create journey maps in Miro .

In Miro, you'll find a lot of useful templates. And the good news is that there is a customer journey map and a service blueprint among them.

Customer Journey Map Template ( link )

This is probably the most bare-bones journey map template you'll find, which is good when you purely need to focus on the customer experience aspect of the journey.

Customer Journey Map template in Miro.com

(click the image to the template open in Miro)

  • Super simple format, meaning no distractions and quite easy for anyone to participate in the journey mapping process
  • You don't get distracted by thinking about other information lanes.
  • Step-by-step instruction video on how to use this template and a quite comprehensive blog article worth reading
  • The template presents touchpoints as the main storyline, while it should be customer activities & situations ( don't map touchpoints ). By basing your journey on touchpoints, you're visualizing the organizational perspective and will miss important moments for the customer’s perspective. Be careful with this!
  • It's tempting to fill this template based on assumptions without further questioning the data. It would help if there were a place to add supporting insights from user and field research.
  • You'll only be able to come up with meaningful pain and gain points if you know the needs of your customers. You should do that first in something like an empathy map .

When would I use this template

I would use this Customer Journey Map template from Miro as an initial conversation starter in a workshop where you have limited time.

Service Blueprint Template ( link )

We've discussed the difference between customer journey maps and service blueprints before. This template by Miro does a decent job in breaking up the service experience in the frontstage and backstage.

Service Blueprint template in Miro.com

  • The five lanes in this template provide quite a good starting point for the most basic service blueprint in a lot of situations.
  • It doesn't make sense to place physical evidence as the top lane. It should almost always be customer activities & situations .
  • This service blueprint template is missing the human aspect. It's not inviting you to enrich it with thick data like photos or quotes. Thereby, you run the risk of creating a process map and miss out on the customer-centric approach.
  • The template contains nonlinear sequences (the arrows), which breaks the one of the most important rules of a clear journey map: a journey always moves from left to right.
  • For a service blueprint to be useful, you'll quickly need to add more detailed and specific information, which this template does not cater to.
  • Adding more detailed information to this template will get messy and complex. Once you get to the stage where you need a service blueprint, it's better to consider using a professional journey mapping tool .

I'd maybe consider using this Miro template to explain the basic structure of a service blueprint.

Mural is, just like Miro, another popular online whiteboarding tool. I do a walkthrough on how to create customer journey maps using Mural in this video .

You'll find many helpful templates in Mural. For our needs, they offer one service blueprint template .

The template is based on the work done by the Practical Service Design community.

Service Blueprint template in Mural.co

(click the image to the template open in Mural)

  • There are 3 versions: a blank template, one that's filled in as an example, and one that provides a guide on how to use this template. There's also a video that walks you t hrough the process .
  • The template containing the real-life example provides some really helpful questions and good inspiration.
  • The template gets into the processes and systems of a service quite fast. It would be good if there were more emphasis on the customer journey and experience.
  • Color-coding information lanes creates an interesting visual, but it can easily get quite chaotic.
  • The chosen information lanes are meaningful but don't follow general conventions around how to structure a service blueprint. This might cause some confusion.

to be honest it’s hard for me to find a useful application for this journey map template. On one hand, I feel it's too detailed to be filled in during a workshop. On the other hand, the structure and color-coding method wouldn't be my preferred way of doing this with a team outside a workshop.

If you're into journey mapping, Smaply is probably a tool that has been on your radar. It's one of the few dedicated online journey mapping tools that I'd say is specifically designed for customer experience professionals.

I've published a Smaply walkthrough video on how to create a journey map using Smaply as well as a more in-depth review of the tool.

Smaply offers 4 different journey mapping templates :

  • Service Blueprint
  • Communication Journey Map
  • Empathy Journey Map
  • Comparison Journey Map

You can also find a brief explanation of the purpose of each template .

Smaply also offers 10+ example journey maps directly on their website. So if you’re looking for even more inspiration definitely take a look at these examples.

For this review, we're going to look at the empathy journey map template inside Smaply. It focuses on understanding your customer and brings the outside-in perspective so many organizations are looking for.

Empathy Journey in Smaply

(click image to enlarge the template)

  • The main focus in this template is on your customers and their needs. Having a deep understanding of this helps to create all the other journey maps.
  • The lanes mimic the questions of an empathy map . If you're familiar with how that works, you'll have a head start here. And if you're not familiar with empathy maps, they are well documented.
  • Depending on your service, the experience throughout the journey might eventually have more similarities than differences. So, you might end up duplicating the information in a lot of fields. If you recognize that this is happening, try to identify the moments where the experience is significantly different and map those first.
  • In situations where you need to get stakeholders out of their inside-out mindset and into your customers’ shoes, especially when you're dealing with stakeholders from supporting departments that don't directly interact with customers on a daily basis.
  • To create a foundation for all future journey mapping and service blueprinting initiatives

4. Custellence

Currently, Custellence is my preferred online journey mapping tool . And it's the one I recommend to anyone who is serious about using journey maps as a way to drive sustainable customer-centric change within their organization.

7 Customer Journey Map templates in Custellence

At the time of writing there are seven journey map templates in Custellence, divided into general and tailored template categories:

  • Customer Journey Map template for Ideation ( PDF )
  • Service Blueprint Template ( PDF )
  • The Practical Service Design Blueprint Template ( PDF )
  • Retail Online/Offline Customer Journey and Service Blueprint Template ( PDF )
  • Restaurant Food Ordering and Delivery Customer Journey Map Template ( PDF )
  • Elderly Need for Care Customer Journey Map Template ( PDF )
  • Vacation Travel Customer Journey Map Template ( PDF )

Just like with the different templates in Smaply, you have to choose wisely.

What I like about the templates in Custellence (compared to the ones offered by Mural and Miro ) is that the tailored versions much better reflect the type of information your journey map might eventually contain in real life.

Generic templates are a good starting point. But often, you'll need to tweak them to get any practical value out of them. The tailored templates in Custellence give you an impression of what that might look like.

For this review, I've looked at the travel journey map template.

Journey Map in Custellence

(click the image to open the template in Custellence)

  • It's nice that the customer activities in the template are pre-filled. This helps to express your own journey on the right level and in the right language.
  • The template invites you to elaborate on the experience of your customer and to provide "insight evidence." You're challenged to have a conversation on how much you know about your customers based on research versus your own assumptions.
  • The separation of touchpoints into channels shows how you can reflect your internal organization in the journey map and assign internal stakeholders per lane in the map.
  • Depending on your goal , this template might be too elaborate and too detailed.

This template is a great example of what a journey map used to drive sustainable customer-centric change could look like, rather than a one-off visualization. I would use this template when my goal is to create a central journey map that helps to make smarter decisions about the projects and initiatives we should invest in.

5. UXPressia

The collection of journey mapping templates and examples you'll find in UXPressia is quite astonishing. At the moment of writing, there are about 40 templates that are sorted based on industry.

Each template is based on a "real" customer journey map that the UXPressia team found on the internet. In the accompanying articles, they added a link to the original source so you can compare how that journey map looked.

For this review, I've looked at the template for food and retail .

Journey Map template in UXPressia

(click the image to open the template in UXPressia)

  • There's a strong emphasis on the customer perspective in this template.
  • The template is pre-filled with a story, which helps to understand what kind of information and on what level should be in the map.
  • The storyboard lane invites you to visualize the customer journey—a very important aspect that is overlooked in most templates.
  • The process and channels lane is a bit complex. The information in this lane overlaps with the touchpoint lane.
  • Introducing nonlinear elements (in the process and channels lane) is a potential source of confusion.
  • This looks like a pretty good template to kick off a high-level journey mapping workshop . The number and choice of lanes strike a nice balance between depth and breadth of information.
  • The template also provides a very natural flow of questions from top to bottom, from what the customer does and expects to the problems they face in the service, and ideas for solutions.

Templates in Books, Blogs and Presentations

6. This Is Service Design Thinking

When you look at this journey map template, you'll immediately notice that it has a different structure than all the other ones. This template was part of This Is Service Design Thinking when it was published back in 2010. A lot has happened since, but it's still good to take this template into consideration, as it was one of the first out there.

You could question if this is a real journey mapping template. The title already gives a clue that it's not, as it's called The Customer Journey Canvas .

So, it more resembles a canvas (in the spirit of the business model canvas ) rather than a template. That might seem like a subtle difference, but in practice, it has some implications.

Download the Customer Journey Canvas in This is Service Design Thinking

  • The questions in the template are very high level. You can use this template even when you know little about journey mapping.
  • It's not visually organized into lanes, which can cause some confusion if you're expecting to see a journey map.
  • The template doesn't invite or guide you to really step into the shoes of your customer.
  • The information manipulation-credibility axis probably isn't the best source of insights. It would make more sense to just have a channels lane and use icons to illustrate the type of information.

I haven't been in a situation where this canvas seemed to be the right way to go. The canvas structure might be familiar to people who have seen other canvases and allow for an easier transition into journey thinking. But I think in the long run, it's smarter to go with the classic lane structure of a journey map.

7. Design a Better Business

The journey mapping template offered by Design a Better Business positions itself as a canvas, just like the template from This Is Service Design Thinking, which we looked at above. This journey mapping template is part of a larger collection of templates related to different stages in the design process.

When you look at the journey mapping template, you'll immediately see that it's very basic and high level. The template consists of just three information lanes. The structure looks a lot like the journey map template we saw in Miro .

Customer Journey Canvas by Design a better Business

  • The simple structure and step-by-step guide that comes along with the template make this a very user-friendly template to start with.
  • There's room for just five "key moments" in the journey. This forces you to focus the conversation on what's really important to your customer.
  • The template invites you to visualize the journey rather than just describe it with words . Seeing the experience through the eyes of your customer is as important as understanding it.
  • The instructions regarding the customer persona are a bit misleading. You should focus on the needs (as stated in the canvas but not the step-by-step instructions), desires, pain, etc.
  • The key moments shouldn't be about touchpoints (as stated in the instructions) but rather about customer activities and situations. Otherwise, you run the risk of turning this into a process map.

The guide for this template states that you should be able to fill it out in about 45 minutes. So, this makes the template ideal for a short workshop . I imagine that template would be a very good follow-up exercise after a presentation on what customer journey mapping is. You could, for instance, have multiple groups in the workshop fill in the same journey and then compare the differences.

Another useful application for this template would be when you have a group of people with different backgrounds and need to get them to create a shared understanding of the customer journey. For example, this could be stakeholders from different internal departments. Using a service example like the coffee shop journey described in the instructions would be a good start to get people in the right mindset.

Finally, I think this template could be useful as a tool that helps raise questions rather than find answers. So, you quickly map a journey based on assumptions and then ask, “What would we like to learn about this customer and their experience?”

8. Nielsen Norman

The first thing I want to say about the journey mapping template shared by Nielsen Norman is that it's surrounded by a wealth of knowledge on the topic. You can easily spend a few hours reading all the free articles, which is great if you want to dig deeper into what it takes to create useful customer journey maps. And if that's what you're into, you might also consider joining our Customer Journey Mapping Essentials masterclass .

What sets this journey map template from Nielsen Norman apart is the way it's divided into three zones. Each zone represents a perspective through which you should look at the customer journey. This is a smart way to help you look at the journey holistically. There are other templates that do this as well, but this one is very clear and explicit.

Another strong point of this template is that it connects the experience of your customer to the impact on business and follows that up with the question about internal ownership. This is great, as talking about ownership shifts the focus of the conversation toward action rather than just insights.

Customer Journey Map by Nielsen Norman

  • The three zones and how they are described make a lot of sense. The business and internal perspectives are really valuable.
  • The template strikes the right balance between the width and depth of information.
  • The accompanying guide helps you understand which questions you should be asking per information lane.
  • There isn't a downloadable version of the template.
  • It would be nice if there were a pre filled example.

This is a template I'd consider for a kick-off journey mapping workshop with an internal team, especially when the goal is to help stakeholders understand that the customer experience has implications on business.

The template could also be a good starting point to create a more elaborate journey map in a tool like Custellence .

How do I pick the right template?

Well, that's a really good question, maybe even the best one in this entire article! 🙂

Picking the right template is all about understanding which bits and pieces of information you need to get the insights you're looking for. And in order to know which insights you need, we must go back to the most fundamental question: Why do you need a customer journey map in the first place ( here are 5 good reasons )?

What goals do you want to achieve? What is the next step after you've created the map?

Are you hosting a workshop to build a shared understanding about the journey? Then, a template with just the customer activities and pain points might do the job.

Do you need to map your internal process onto the customer journey ? In that case, a template that contains backstage lanes will be more useful.

Is your goal to align branding efforts across multiple touchpoints in the journey? A template that splits the touchpoints into their respective communication channels might be a good fit.

What if I don't know what the goal of my journey map is yet?

From my experience, this usually means that you're creating a map to build an overview, to facilitate a conversation and to get to some form of shared understanding, which are all very valid reasons to build a journey map.

Quick Guide to Picking the right Journey Map Template

  • Start with the simplest template that has the least number of elements but still suits your needs. Expand as you go along and learn what you need to add.
  • Pick a template that has elements that invite everyone who's contributing to add their knowledge. If you're working with IT, for example, make sure there's a lane for internal processes.
  • Don't worry about how polished and fancy a template looks. More visuals usually means more distractions, unless your end goal is to create an art piece.

If you follow the steps in this guide, you might not pick the perfect template, but you'll definitely have a customer journey map template that’s practical and gets you to the next stage .

When should I create my own template?

A good moment to start thinking about creating your own journey map template is when you start to recognize patterns .

After you've mapped a few customer journeys, you'll start to see that every map has repeating elements. These elements could be specific to your organization, your department, or the industry you're in.

When you get to this stage, creating your own custom journey map template is a very valuable exercise. That’s because, once you have your custom template, you'll be able to dive much quicker into specific parts of the journey rather than wasting time thinking about the structure of your map.

There's one other reason why you might consider creating a custom template: to make it match your brand .

Depending on your environment, people can critique your journey mapping efforts just because of the colors and style. Silly, I know. But it happens. On those occasions, it might be a good investment to make your template visually match your brand identity.

By creating your own custom template, you're getting into the position of teacher or mentor for others . And the nice benefit of that is, you yourself will learn a lot about journey mapping in the process.

What's next

Hopefully this guide helps you pick the right journey mapping template for your next project, so you can invest your energy in delivering a great customer experience, instead of thinking about journey mapping templates.

If your favorite journey mapping template is missing in the list, leave a comment down below. I’ll try to add it to the overview.

Now that you've made it all the way here it's probably a good moment to join the Customer Journey Mapping Essentials masterclass 👇

Great article on what tools are available and when to use them. Saved us some time having to just figure it out on our own.

Leave a Reply Cancel reply

Empathy Journey in Smaply

Business growth

Marketing tips

Customer journey mapping 101 (+ free templates)

Hero image of a man at a coffee shop, holding a credit card while on the phone, with a computer in front of him

When I was a kid, I remember watching my parents switch between different credit cards to get the best rewards for a particular purchase. They almost always pulled out the American Express first because (as they explained to me) the base reward rate was higher than even the sector-specific perks offered by other cards. Twenty years later, when I decided to get a high-end credit card, Amex was the first one that came to mind.

Customer journey mapping is the process of planning out people's awareness of and relationship to your brand, starting with their very first impression—even if, as in my case, that impression is made a full decade before they can actually use your product.

Table of contents: 

Customer journey map template

Parts of a journey map, stages of the customer journey, advanced customer journey mapping tips, types of journey maps, customer journey mapping example, what is a customer journey map.

A customer journey is the path a person takes to move from general awareness to prospective customer to (in the ideal scenario) brand loyalist . A customer journey map is a visual document that traces this path through all of the interactions, or touchpoints, a person will have with a brand.

Think back to any recent purchase of your own, and try to trace your own customer journey:

When and where was your first contact with the product or service?

How many channels of communication with the company did you have available?

How was the contact you had, if any? Was it personal or formulaic?

Were your problems, if any, solved? If so, were they solved in a timely manner?

What do you now know about the brand besides the product or service itself?

Of course, every customer is different. But you can't create a customer journey map for every individual—and you don't need to. Instead, you can segment your audience into customer personas and create a map for each. 

The customer journey vs. the user journey vs. the buyer journey

What's the difference between the customer, user, and buyer journeys?

The customer journey is split up into two parts: the buyer journey and the user journey. The buyer journey covers everything up to the point of purchase. After that point, the customer becomes a user, and all of their experiences are part of the user journey. 

Benefits of customer journey mapping

In a world where there are multiple high-quality options for just about every product on the market, brands need to foster long-term relationships with their customers to prevent them from being poached by competitors who offer a better customer experience .

Here are the main benefits of the customer journey mapping process:

Touchpoint optimization: With a clear understanding of what your touchpoints are and where they occur, you can track and adjust them based on how they perform.

Enhanced customer experience insights: Through customer profiling and a better overview of all the touchpoints that make a journey, you can acquire more precise and actionable customer experience insights.

Improved product development: Thoughtful and intentional journey planning creates more opportunities for meaningful customer feedback, which gives businesses better information to improve their product.

The customer journey map includes additional details within each phase (which I'll discuss in more detail later) to help you strategically plan your customers' touchpoints and move them closer to a purchase.

This customer journey map template is separated into five stages along the leftmost column, with guiding questions to help plan the customer's experience in each stage.

Screenshot of customer journey map template.

Below, we'll walk through each part of the customer journey map and how to use it. 

If you're already familiar with journey mapping, you can start filling in the template right away. Otherwise, here's a quick walkthrough of what goes in each section.

What is the customer doing?

In this section, you'll jot down the main things that the prospect, lead, or customer is doing during this stage. For example, if you're a personal trainer, an awareness stage key step might include something like "Prospect wants to get in shape." Or if you offer an email newsletter app, an expansion and advocacy stage key step might be "Customer upgrades their plan." 

Each stage will likely have more than one key step or milestone—that's good. You should be specific enough to be able to create touchpoints, content, and marketing campaigns geared toward each milestone.

What is the customer thinking?

Next, put yourself in the customer's shoes and think about what questions they might have at each stage. In the awareness stage, it might be things like "How can I do X better?" or "What is [your product name]?" In the consideration phase, questions like "Is this worth my time/money?" or "Will this help me solve my problem?" will come to the forefront. 

Where and how could the customer encounter our brand?

After you've outlined what your customer is thinking at each stage, align each question with the relevant touchpoint that could address each concern.

Not all existing touchpoints will be a part of the planned customer journey . For example, I seriously doubt that American Express's customer journey map includes a milestone labeled "Customer gets a free ride because her friend has an Amex card and gets $15 in Uber cash each month." However, each question must have at least one touchpoint that directly and specifically addresses the customer's needs and questions at that point.

What touchpoint opportunities are missing?

When you have a question or milestone that doesn't have a corresponding touchpoint, you've found a gap in your customer journey. That means customers at this stage are going to be left with unmet needs and unanswered questions, and may look more seriously at competitor products as a result. It's essential to develop touchpoints to fill this gap and prevent losing potential customers at a key milestone.

Graphic demonstrating an example of the parts of the customer journey.

The customer journey map can be split into five phases: awareness, consideration, conversion, retention, and brand loyalty.

Customers can't decide whether or not they want your product if they don't know that it exists. In the earliest phase of the customer journey, a business's goal is to reach the individual and, ultimately, attract them to the brand.

For a small- to medium-sized business, the work of this stage involves reaching out directly to consumers via channels like advertising , SEO , and social media . For a household name like American Express, this stage is dedicated to ensuring the impression their brand makes is a positive one. 

Consideration

Once potential customers are aware of your brand, the next phase they enter is called "consideration" or "research." This is when the customer's perspective shifts from simple awareness of your brand's existence to an understanding of the value that you have to offer them. 

During this phase, the brand's goal is to design touchpoints that demonstrate to the user why their product can solve a problem or improve an experience that's specific to that person. This can be done using guides and how-tos, partnerships with other brands , and ads that portray a customer problem being solved.

Some businesses also include a mini-stage called "Intent" or "Onboarding," when the customer has decided they're interested in the product and is testing it out. The company's goal in this stage is simply to provide an exceptional user experience—they want to make sure the product works as intended and the customer's questions and requests are handled well.

A business can identify customers that are primed for conversion based on behavior in the consideration stage. Someone who signs up for a newsletter isn't a hot sales prospect quite yet, but when they start opening more emails and spending more time on the site, that's when brands know they're ready for a conversion push.

Types of conversions vary depending on the type of business and industry. Examples of conversion pushes include:

An abandoned cart email pushing a browsing shopper to complete a purchase

A physical mail offer pushing a potential customer to open an account

A seasonal campaign highlighting why a product is perfect for a particular holiday, celebration, or event

When a conversion is successful, a potential buyer becomes an actual customer. The goal in the retention stage is to demonstrate to the customer why they were right to make their purchase, and set them up to make more purchases or renew services in the future.

The retention stage is also where the user experience or user journey begins. The company's job in this phase, then, is to provide the best possible user experience. Easy installation, frictionless customer service, and—this part should be obvious—a product or service that works well and provides the user what they need are all key components to improved customer retention.

Brand loyalty

In the final customer journey phase, users go from run-of-the-mill satisfied customers to active advocates for your business. 

You can encourage brand loyalty by offering exceptional customer service, referral programs, and loyalty discounts and exclusives.

Keep in mind: a customer doesn't need to be a zealot for your company to be an unintentional brand advocate. One of the biggest reasons I made the decision to apply for Amex's high-end card is because my best friend has it. She didn't specifically recommend it to me, but I became interested after experiencing a lot of the card benefits vicariously through her. 

Everything we've covered up to this point will only get you as far as a basic customer journey map. That doesn't mean, however, that your customer journey map will be good . Once you have the basic journey mapping structure down, you'll want to take steps to continually improve your map's effectiveness.

Survey your customers and customer teams

When designing touchpoints and determining where and how customers interact with your business, don't guess—your existing customer base is a valuable resource you can tap for a firsthand customer perspective. You can i ncentivize customers to participate in surveys and fill out feedback forms by offering discounts and perks in exchange.

Talk to your customer-facing employees, too. The people who work directly with customers day-to-day will have more accurate information about how to interact with them.

Automate customer data collection

High-quality, premium experiences are defined by their high level of personalization, and that personalization is only possible if you have information about your customer. It's not possible to sit there and take notes on every person who interacts with your brand, but it is possible to automatically collect lead data from customer interactions and have them collated in your CRM tool . 

Set up your contact management platform to automatically tag contacts with information like gender, age, products they've bought, events they've attended, what types of emails they open consistently and what emails they regularly ignore, whether their purchases indicate that they have pets or children, and so on. The more information you have, the better your customer experiences will be.

Tweak for B2B, B2C, and SaaS industries

The nature of the customer journey is different for SaaS, B2B, and B2C companies. A B2B company's interactions with prospects might include in-person conferences, while a SaaS company's touchpoints will be mostly digital. Companies that sell to consumers will need to think through individual people's experiences in a way that B2B companies don't. A company whose products are designed for emergencies will need to think through crisis scenarios instead of day-to-day customer experiences.

Tweak your customer journey categories to fit your company, product, and industry. Using a generalized or poorly-fitting customer journey map will result in vague and unhelpful interactions with your brand.

Create multiple maps for different journeys

When people refer to the customer journey, they're typically talking about the overarching journey from awareness to brand loyalty that we outlined above. However, you can map any part of the customer journey and experience. 

Do you target college students? Replace the five stages with four academic quarters and map their experience over the course of a year. 

Is your product designed to be used in the car? Map the customer journey through each hour of a long road trip. 

Zooming in to create detailed maps of different aspects of the customer journey will help you create even more specifically tailored customer experiences.

The template above follows the standard stages of the customer journey, but it's not the only way to do your customer journey mapping.

Two other commonly-used journey maps are the "Day in a life" journey map and the customer support journey map. We've provided the key elements of both below, as well as customer journey map templates for each.

Day/week/month in the life map

The best way to map mini-journeys within the larger customer experience lifecycle is with a "Day in a Life" journey map . This map plots the same things as the general customer journey map—key milestones, questions, touchpoints, and gaps—but over a particular period of time instead of over the course of the entire relationship. 

This map includes space for you to record the buyer persona's name, occupation, and motto, but these are really just shorthand for key persona characteristics. If you're selling baby diapers, for instance, your persona's occupation would be "parent," even if the person in question is also an accountant. 

The "motto" should be a condensed version of your persona's primary mindset with regard to their wants, needs, and pain points. The motto for an expecting first-time parent might be, "I'm excited but nervous—I have to make sure I'm prepared for anything."

Template for a day in the life journey map.

Use the column headers to set your time frame. If you're marketing to expecting parents, the time frame might be the nine months of a pregnancy, or you might map an expectant mother's experiences through a single day in her third trimester. At each stage, ask yourself the same questions:

Where and how could the customer encounter our brand? Alternatively: how could our brand provide value at each stage?

A day in the life customer journey map will not only help you zoom in to develop more tailored experiences, but it will also give you insights into what might be useful to add or improve in your product or service.

Support experience map

One of the most common, and most significant, customer/brand interactions is the customer support journey . A frustrating customer service experience can turn someone off of your brand and product entirely, while a particularly impressive experience can immediately convert a regular user into a brand advocate.

This journey map is a bit different in that it doesn't just map touchpoints; it maps functional interactions between the customer and customer service representatives as well as the behind-the-scenes activities necessary to support the customer-facing team.

This map starts when the support ticket is opened and ends when the customer's issue is resolved. The top row of the map is simple: what is the customer doing at each stage in the support process?

Customer support journey map template.

​​Next, you'll record the corresponding actions of your customer-facing, or "frontstage" team. This includes both employees' actions and the systems engaged in the support process. For example, if the first step of your customer support process is handled by a chatbot or automatic phone system, these will go in the technology row. If the customer moves forward to request to speak with a representative, then the second stage is where your "employee actions" row will come into play.

Finally, the bottom row is for behind-the-scenes activity performed by employees who don't interact with the customer at all. For example, if the customer representative needs to get information from another department to answer the customer's questions, the other department's involvement will be recorded in the "backstage actions" section of the map.

To put it all together, here's an example customer journey map for a gym. 

Researches local gyms online

Reads reviews

Compares membership options

"I can't go up a flight of stairs without getting winded; I need to get my health and fitness on track."

"I wish I knew someone who could recommend this gym." 

Encounters: 

Online reviews

Social media pages

Missing touchpoint:

Success stories on social media in a front-and-center location, like a saved Instagram Stories collection or a pinned post 

Views gym's social media

Visits gym's website

Views membership pricing page

"This gym looks clean and modern from the photos."

"I hate calling the gym, but I'd like to learn more about personal training or class options."

Contact form

Free trial request pop-up

A live chat box on the gym's website for prospective customers to ask questions about the facility or membership options before visiting 

Visits the gym to take a tour

Meets with a membership consultant

Potentially signs up for free trial

"The staff was friendly and it was easy to sign up."

"I wish I could see what classes they offer and weekly schedules without having to visit the gym."

In-person visit

Facility tour

Consultation

Free trial sign-up

Orientation session

Gym access card

A mobile app where members can track their progress, access class schedules, book personal trainer sessions, and receive personalized workout recommendations

Visits the gym regularly

Participates in classes

Engages with personal trainers

Potentially pays for membership after free trial ends

"Maybe I should compare options again." 

"I wish I knew someone who could work out with me."

Personal trainer consults

Email reminders about upcoming end to free trial

Personalized offer encouraging renewal

Follow-up call

Community-building events like workshops or challenges to foster a sense of community and support among members and staff

Refers friends and coworkers

Promotes the gym on social media

Regularly visits and attends classes 

"My coworker would love this gym since it's so close to work." 

"I love that teacher. I'm going to try some of her other classes."

Referral programs

Social media engagement

Reviews gym

Potentially provides a testimonial for gym

Missing touchpoints:

A loyalty rewards program for members' continued commitment and engagement that offers exclusive discounts, merchandise, or access to premium services 

Graphic of an example customer journey map.

Your customers' spending habits, interests, challenges, and problems are always changing, and your customer journey maps should adapt along with them. But with so much data to track, it's a good idea to connect your insights to CRM software. Then you can automate your CRM to create specific, valuable experiences for your customers without breaking a sweat.

Related reading:

Beyond the sales pipeline: Using a CRM for customer success

A quick guide to contact management

B2B email marketing: Proven strategies + examples

4 tips for creating an inbound marketing strategy

This article was originally published in May 2021 by Nick Djurovic. The most recent update was in August 2023.

Get productivity tips delivered straight to your inbox

We’ll email you 1-3 times per week—and never share your information.

Amanda Pell picture

Amanda Pell

Amanda is a writer and content strategist who built her career writing on campaigns for brands like Nature Valley, Disney, and the NFL. When she's not knee-deep in research, you'll likely find her hiking with her dog or with her nose in a good book.

  • CRM (Customer Relationship Management)
  • Sales & business development
  • Small business

Related articles

Hero image with an icon of a hyperlink

How Hunter built 174 backlinks from DR70+ domains through guest blogging

How Hunter built 174 backlinks from DR70+...

Hero image with an icon of a landing page or website

9 landing page ideas to help inspire your campaigns in 2024

9 landing page ideas to help inspire your...

Hero image for TikTok app tips with the TikTok logo on a green background

The TikTok sales funnel: How to convert viewers into customers

The TikTok sales funnel: How to convert...

Hero image of an envelope on a light blue background to illustrate emails

9 email drip campaign examples—and why they work so well

9 email drip campaign examples—and why they...

Improve your productivity automatically. Use Zapier to get your apps working together.

A Zap with the trigger 'When I get a new lead from Facebook,' and the action 'Notify my team in Slack'

How to Create an Effective Customer Journey Map [Examples + Template]

Aaron Agius

Published: August 21, 2023

Free Customer Journey Template

customer journey map template free

Outline your company's customer journey and experience with these 7 free templates.

Thank you for downloading the offer.

Did you know nearly 70% of online shoppers abandoned their carts in 2021? Why would a customer spend hours looking through a store and adding products to their cart just to close the tab right at the last second?

person creating a customer journey map

Well, here's the thing — understanding your customers' minds can be extremely challenging.

And even when you think you've considered every possible factor, the journey from awareness to purchase for each customer will always be unpredictable, at least to some level.

Download Now: Free Customer Journey Map Templates

Download Now

That said, while it isn't possible to predict the customer journey with 100% accuracy, customer and user experience (UX) journey mapping will allow you to understand as much as possible.

This post will explain everything you need to know about customer journey mapping — what it is, how to create a journey map, and best practices.

Table of Contents

What is the customer journey?

Customer journey stages.

  • What is a customer journey map?

The Customer Journey Mapping Process

What's included in a customer journey map, steps for creating a customer journey map.

  • Types of Customer Journey Maps
  • Customer Journey Map Best Practices

Benefits of Customer Journey Mapping

  • Customer Journey Map Examples

Free Customer Journey Map Templates

customer journey map template free

  • Buyer's Journey Template
  • Future State Template
  • Day-in-the-Life Template

You're all set!

Click this link to access this resource at any time.

The customer journey is the series of interactions a customer has with a brand, product, or business as they become aware of a pain point and make a purchase decision. While the buyer's journey refers to the general process of arriving at a purchase, the customer journey refers to a buyer's purchasing experience with a specific company or service.

Customer Journey vs. Buyer Journey

You might be confused about the differences between the customer journey and the buyer's journey. The buyer's journey is the entire buying experience from pre-purchase to post-purchase. It covers the path from the customer's awareness of an existing pain point to becoming a product or service user.

In other words, buyers don't wake up and decide to buy on a whim. They go through a process to consider, evaluate, and decide to purchase a new product or service.

The customer journey refers to your brand's place within the buyer's journey: that is, the customer touchpoints where you will meet your customers as they go through the stages of the buyer's journey. When you create a customer journey map, which we'll discuss further below, you're taking control of every touchpoint at every stage of the journey, instead of leaving them up to chance.

For example, the typical HubSpot customer's journey is divided into 3 stages — pre-purchase/sales, onboarding/migration, and normal use/renewal.

At each of these stages, HubSpot has a specific set of touchpoints to meet customers where they are, such as publishing blog posts to help customers learn about their pain points, then nurturing them slowly toward a paid subscription. Within later stages, there are several "moments" such as comparing tools, sales negotiations, technical setup, and so on.

The stages may not be the same for you — in fact, your brand will likely come up with a set of unique stages of the customer journey. But where do you start? Let's take a look.

At this point, you may be wondering: What are the stages of the customer journey? Generally, there are 5 phases that customers go through when interacting with a brand or a product: Awareness, Consideration, Decision, Retention, and Loyalty.

1. Awareness Stage

In the awareness stage, customers have realized that they have a problem and a pain point to solve for. At this point, a customer may not yet know that they need a product or service, but they will begin doing research either way.

During this stage of the customer journey, brands deliver educational content to help customers diagnose a problem and offer potential solutions. The aim is to help customers navigate their new pain point, not encourage a purchase.

Educational content may include:

  • How-to articles and guides
  • General whitepapers
  • General ebooks
  • Free courses

Educational content may be delivered via customer touchpoints such as:

  • Social media
  • Search engines

2. Consideration

In the consideration stage, customers have done enough research to realize that they need a product or service. At this point, they begin to compare brands and their offerings.

During this stage of the customer journey, brands deliver product marketing content to help customers compare different offerings and, eventually, choose their product or service. The aim is to help customers navigate a crowded solution marketplace and move them toward a purchase decision.

Product marketing content may include:

  • Product listicles
  • Product comparison guides and charts
  • Product-focused white papers
  • Customer success stories or case studies

Product marketing content may be delivered via customer touchpoints such as:

  • Your website
  • Conferences

3. Decision Stage

In the decision stage, customers have chosen a solution and are ready to buy.

During this stage, brands deliver a seamless purchase process to make buying their products as easy and simple as possible. No more educational or product content at this stage — it's all about getting customers to make a purchase. That means you can be more direct about wanting customers to buy from you.

Decision-stage content may include:

  • Free consultations
  • Product sign-up pages
  • Pricing pages
  • Product promotions (i.e "Sign up now and save 30%")

Decision-stage content may be delivered via customer touchpoints such as:

4. Retention Stage

In the retention stage, customers have purchased a solution and stay with the company they purchased from, as opposed to leaving for another provider.

During this stage, brands provide an excellent onboarding experience and ongoing customer service to ensure that customers don't churn.

Retention-stage strategies may include:

  • Providing a dedicated customer success manager
  • Making your customer service team easily accessible
  • Creating a knowledge base in case customers ever run into a roadblock

Retention-stage strategies may be delivered via customer touchpoints such as:

5. Loyalty Stage

In the loyalty stage, customers not only choose to stay with a company — they actively promote it to their family, friends, and colleagues. The loyalty stage can also be called the advocacy stage.

During this phase, brands focus on providing a fantastic end-to-end customer experience , from your website content to your sales reps, from your social media team to your product's UX. Most importantly, customers become loyal when they've achieved success with your product — if it works, they will likely recommend your brand to others.

Loyalty-stage strategies may include:

  • Having an easy-to-navigate website
  • Investing in your product team to ensure your product exceeds customer expectations
  • Making it easy to share your brand with others via a loyalty or referral program
  • Providing perks to continued customers, such as discounts

Loyalty-stage strategies may be delivered via customer touchpoints such as:

  • Your products

To find out whether your customers have reached the loyalty stage, it's advisable to carry out a Net Promoter Score survey , which asks one simple question: "On a scale of 0 to 10, how likely are you to recommend us to a friend?" To deliver this survey, you can use customer feedback software such as Service Hub .

To visualize the specific stages of your customers' journey, it's essential to create a customer journey map.

What is the customer journey map?

A customer journey map is a visual representation of the customer's experience with a company. It also provides insight into the needs of potential customers at every stage of this journey and the factors that directly or indirectly motivate or inhibit their progress.

The business can then use this information to improve the customer's experience, increase conversions, and boost customer retention.

What is UX journey mapping?

A UX journey map represents how the customer experiences their journey toward achieving a specific goal or completing a particular action.

For example, the term "UX journey mapping" can be used interchangeably with the term "customer journey mapping" if the goal being tracked is the user's journey toward purchasing a product or service.

However, UX journey mapping can also be used to map the journey (i.e., actions taken) towards other goals, such as using a specific product feature.

Why is customer journey mapping important?

While the customer journey might seem straightforward on the surface — the company offers a product or service, and customers buy it — for most businesses, it typically isn't.

In reality, it is a complex journey that begins when the customer becomes problem-aware (which might be long before they become product-aware) and then moves through an intricate process of further awareness, consideration, and decision-making.

Within this process, the customer is also exposed to multiple external factors (competitor ads, reviews, etc.) and touchpoints with the company (conversations with sales reps, interacting with content, viewing product demos, etc.).

Keep in mind that 80% of customers consider their experience with a company to be as important as its products.

By mapping this journey, your marketing, sales, and service teams can understand, visualize, and gain insight into each stage of the process.

You can then decrease any friction along the way and make the journey as helpful and delightful as possible for your leads and customers.

Customer journey mapping is the process of creating a customer journey map — the visual representation of a company's customer experience. It compiles a customer's experience as they interact with a business and combines the information into a visual map.

The goal of this data gathering is not simply for the sake of the data itself but to draw insights that help you understand how your customers experience their journeys and identify the potential bottlenecks along the way.

It's also important to note that most customer journeys only sometimes happen linearly. Instead, buyers often take a back-and-forth, cyclical, multi-channel journey.

Let's look at the stages in the customer journey.

  • The Buying Process
  • User Actions
  • User Research

1. The Buying Process

To determine your customers' buying process, you'll want to pull data from all relevant sources (prospecting tools, CMS, behavior analytics tools, etc.) to accurately chart your customer's path from first to last contact.

However, you can keep it simple by creating broad categories using the typical buying journey process stages — awareness, consideration, and decision — and mapping them horizontally.

2. Emotions

Customer journey map template service

Whether the goal is big or small, it's important to remember your customers are solving a problem. That means they're probably feeling some emotion — whether that is relief, happiness, excitement, or worry.

Adding these emotions to the journey map can help you identify and mitigate negative emotions and the pain points that cause them.

3. User Actions

customer journey mapping: user actions

This element of the customer journey map details what a customer does in each stage of the buying process. For example, during the problem-awareness stage, customers might download ebooks or join educational webinars.

Essentially, you're exploring how your customers move through and behave at each stage of their journey.

4. User Research

customer journey mapping: user research

Similar to the section, this element describes what or where the buyer researches when they are taking action.

More than likely, the buyer will turn to search engines, like Google, to research solutions during the awareness stage. However, it's important to pay attention to what they are researching so you can best address their pain points.

5. Solutions

customer journey mapping: solutions

As the final element in your customer journey map, solutions are where you and your team will brainstorm potential ways to improve your buying process so that customers encounter fewer pain points as they journey.

What is a touchpoint in a customer journey map?

A touchpoint in a customer journey map is an instance where your customer can form an opinion of your business. You can find touchpoints in places where your business comes in direct contact with a potential or existing customer.

For example, a display ad, an interaction with an employee, a 404 error, and even a Google review can be considered a customer touchpoint.

Your brand exists beyond your website and marketing materials, so you must consider the different types of touchpoints in your customer journey map because they can help uncover opportunities for improvement in the buying journey.

  • Use customer journey map templates.
  • Set clear objectives for the map.
  • Profile your personas and define their goals.
  • Highlight your target customer personas.
  • List out all touchpoints.
  • Determine the resources you have and the ones you'll need.
  • Take the customer journey yourself.
  • Make the necessary changes.

1. Use customer journey map templates.

Why make a customer journey map from scratch when you can use a template? Save yourself some time by downloading HubSpot's free customer journey map templates .

The offer includes templates that can help you map out your buyer's journey, a day in the life of your customer, lead nurturing, and more.

Utilizing these templates can help your sales, marketing, and customer support teams learn more about your company's buyer persona. With this deeper understanding, you can come up with improvements to your product and provide a better customer experience.

2. Set clear objectives for the map.

Before you dive into filling out your customer journey map, you need to ask yourself why you're creating a map in the first place.

What goals are you directing this map towards? Who is it specifically about? What experience is it based upon?

Based on this, you should create a buyer persona . This is a fictitious customer with all the demographics and psychographics representing your average customer.

Having a clear persona helps remind you to direct every aspect of your customer journey map toward them.

3. Profile your personas and define their goals.

Next, you should conduct research.

Some great ways to get valuable customer feedback are questionnaires and user testing. The important thing is to only reach out to actual customers or prospects.

You want feedback from people interested in purchasing your products and services and who have either interacted with your company or plan to do so.

Some examples of good questions to ask are:

  • How did you hear about our company?
  • What first attracted you to our website?
  • What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
  • How long have you/do you typically spend on our website?
  • Have you ever made a purchase with us? If so, what was your deciding factor?
  • Have you ever interacted with our website to make a purchase but decided not to? If so, what led you to this decision?
  • On a scale of 1 to 10, how easily can you navigate our website?
  • Did you ever require customer support? If so, how helpful was it, on a scale of 1 to 10?
  • Can we further support you to make your process easier?

You can use this buyer persona tool to fill in the details you procure from customer feedback.

4. Highlight your target customer personas.

Once you've learned about the customer personas that interact with your business, you'll need to narrow your focus to one or two.

Remember, a UX journey map tracks the experience of a customer taking a particular path with your company — so if you group too many personas into one journey, your map won't accurately reflect that experience.

When creating your first map, it's best to pick your most common customer persona and consider the route they would typically take when engaging with your business for the first time.

You can use a marketing dashboard to compare each and determine the best fit for your journey map. Don't worry about the ones you leave out, as you can always go back and create a new map specific to those customer types.

5. List out all touchpoints.

Begin by listing the touchpoints on your website.

Based on your research, you should have a list of all the touchpoints your customers are currently using and the ones you believe they should be using if there's no overlap.

This is essential in creating a UX journey map, as it gives you insight into your customers' actions.

If they use fewer touchpoints than expected, does this mean they are quickly getting turned away and leaving your site early?

If they are using more than expected, does this mean your website is complicated and requires several steps to reach an end goal?

Whatever the case, understanding touchpoints can help you understand the ease or difficulties of the customer journey.

Aside from your website, you also need to look at how your customer might come across you online. These might include:

  • Social channels
  • Email marketing
  • Third-party review sites or mentions

Run a quick Google search of your brand to see all the pages that mention you. Verify these by checking your Google Analytics to see where your traffic is coming from.

Whittle your list down to those touchpoints that are the most common and will be most likely to see an action associated with it.

Consider the following touchpoints as you create your UX journey map.

Customer Actions

List your customers' actions throughout their interaction with your brand. This might be a Google search for keywords or clicking on an email.

You may wind up with a long list of actions, and that's fine. You'll get a chance to rationalize your information later.

It's important to recognize when customers are expected to take too many actions to achieve their goals. Reducing the number of steps a customer needs to take can feel risky but pays off in higher conversion rates.

Customer Emotions & Motivations

All marketing is a result of cause and effect. Likewise, every action your customers take is motivated by emotion. And your customers' emotions will change depending on which part of their journey they're at.

A pain point or a problem is usually the emotional driver of your customer's actions. Knowing this will help you provide the right content at the right time to smooth the customer's emotional journey through your brand.

Customer Obstacles & Pain Points

Get to know what roadblocks stop your customer from taking their desired action.

One common obstacle is cost. For example, one of your customers could love your product but abandon their cart upon discovering unexpectedly high shipping rates.

Highlighting these potential obstacles in your customer journey can help you mitigate them. For example, you could provide an FAQ page that answers common questions about shipping costs.

6. Determine the resources you have and the ones you'll need.

Your customer journey map is going to touch on nearly every part of your business. This will highlight all the resources that go into creating the customer experience.

So taking inventory of your resources and the ones you'll need to improve the customer's journey is essential.

For example, maybe your map highlights that your team doesn't have the tools to follow up with customers properly. Using your map, you can advise management to invest in customer service tools to help your team manage customer demand.

And by including these new tools in your map, you can accurately predict how they'll impact your business and drive outsized value. This makes it much easier to convince gatekeepers and decision-makers to invest in your proposals.

7. Take the customer journey yourself.

Just because you've designed your map doesn't mean your work is done. This is the most critical part of the process: analyzing the results.

How many people click on your website but then close out before making a purchase? How can you better support customers? These are some of the questions you should be able to answer with your finished map.

Analyzing the results can show you where customer needs aren't being met.

By approaching this, you can ensure that you're providing a valuable experience and making it clear that people can find solutions to their problems with your company's help.

The whole exercise of mapping the customer journey remains hypothetical until you try it out yourself.

For each of your personas, follow their journey through their social media activity, reading their emails, and searching online.

8. Make the necessary changes.

Your data analysis should give you a sense of what you want your website to be.

You can then make changes to your website to achieve these goals. Perhaps this is adding more specific call-to-action links, or it's writing longer descriptions under each product to clarify its purpose.

No matter how big or small the changes are, they will be effective as they directly correlate with what customers listed as their pain points.

Rather than blindly making changes in the hopes that they will improve customer experiences , you can feel confident that they will.

And, with the help of your visualized customer journey map, you can ensure those needs and pain points are always addressed.

How often should you update your customer journey map?

Your map should be a constant work in progress.

Reviewing it monthly or quarterly will help you identify gaps and opportunities for further streamlining your customer journey. Use your data analytics along with customer feedback to check for any roadblocks.

Keep all stakeholders involved in this process, which is why you should consider visualizing your maps in a collaborative tool such as Google Sheets.

Additionally, consider having regular meetings to analyze how new products or offerings have changed the customer journey.

Featured Resource: Customer Journey Map Template

free editable customer journey map template

HubSpot's free customer journey map template makes it easier than ever to visualize the buyer's journey. By utilizing it, you can outline your customer's experience and how your product can improve their lives.

The customer journey map template can also help you discover areas of improvement in your product, marketing, and support processes.

Download a free, editable customer journey map template.

Types of Customer Journey Maps and Examples

There are four customer journey maps , each with unique benefits. Depending on the specific purpose of the map, you can choose the proper one.

Current State

These customer journey maps are the most widely-used type. They visualize the actions, thoughts, and emotions your customers currently experience while interacting with your company. They are best used for continually improving the customer journey.

Customer Journey Map Example: Current State Journey Map

Image Source

Day in the Life

These customer journey maps visualize the actions, thoughts, and emotions your customers currently experience in their daily activities, whether or not that includes your company.

This type gives a broader lens into your customers' lives and what their pain points are in real life.

Day-in-the-life maps are best used for addressing unmet customer needs before customers even know they exist. Your company may use this type of customer journey map when exploring new market development strategies .

Customer Journey Map Example: Day in the Life

Future State

These customer journey maps visualize what actions, thoughts, and emotions your customers will experience in future interactions with your company.

Based on their current experience, you'll have a clear picture of where your business fits in.

These maps are best used for illustrating your vision and setting clear, strategic goals.

Customer Journey Map Example: Future State Journey Map Example

Service Blueprint

These customer journey maps begin with a simplified version of one of the above map styles. Then, they layer on the factors responsible for delivering that experience, including people, policies, technologies, and processes.

Service blueprints are best used to identify the root causes of current customer journeys or the steps needed to attain desired future customer journeys.

Customer Journey Map Example: Service Blueprint journey map

Customer Journey Mapping Best Practices

  • Set a goal for the journey map.
  • Survey customers to understand their buying journey.
  • Ask customer service reps about the questions they receive most frequently.
  • Consider UX journey mapping for each buyer persona.
  • Review and update each journey map after every major product release.
  • Make the customer journey map accessible to cross-functional teams.

1. Set a goal for the journey map.

Determine whether you aim to improve the buying experience or launch a new product. Knowing what you need the UX journey map to tell you can prevent scope creep on a large project like this.

2. Survey customers to understand their buying journey.

What you think you know about the customer experience and what they actually experience can be very different. Speak to your customers directly, so you have an accurate snapshot of the customer's journey.

3. Ask customer service reps about the questions they receive most frequently.

Sometimes, customers aren't aware of their specific pain points, and that's where your customer service reps come in.

They can help fill in the gaps and translate customer pain points into business terms you and your team can understand and act on.

4. Consider UX journey mapping for each buyer persona.

It's easy to assume each customer operates the same way, but that couldn't be further from the truth.

Demographics, psychographics, and even how long someone has been a customer can determine how a person interacts with your business and makes purchasing decisions.

Group overarching themes into buyer personas and create a UX journey map for each.

5. Review and update each journey map after every major product release.

Every time your product or service changes, the customer's buying process changes. Even slight tweaks, like adding an extra field to a form, can become a significant roadblock.

So, reviewing the customer journey map before and after implementing changes is essential.

6. Make the customer journey map accessible to cross-functional teams.

Customer journey maps aren't very valuable in a silo. However, creating a journey map is a convenient way for cross-functional teams to provide feedback.

Afterward, make a copy of the map accessible to each team, so they always keep the customer top of mind.

You might be telling yourself, "This doesn't seem necessary for my company or me. We understand the needs and pain points of our customers." This may be true at surface level.

However, breaking down the customer journey phase by phase, aligning each step with a goal, and restructuring your touchpoints accordingly are essential steps toward maximizing customer success.

After all, everything you do should be about solving customer problems and helping them achieve long-term success with your product or service. See other benefits below.

1. You can refocus your company with an inbound perspective.

Rather than trying to discover your customers through outbound marketing, you can have your customers find you with the help of inbound marketing.

Outbound marketing involves tactics targeted at generalized or uninterested audiences and seeks to interrupt the customers' daily lives. Outbound marketing is costly and inefficient. It annoys and deters customers and prospects.

Inbound marketing involves creating helpful content that customers are already looking for. You grab their attention first and focus on the sales later.

By mapping out the customer journey, you can understand what's interesting and helpful to your customers about your company and what's turning them away.

You can create content that will attract them to your company and keep them there.

2. You can create a new target customer base.

You need to understand the customer journey properly to understand your customers' demographics and psychographics.

It's a waste of time and money to repeatedly target too broad of an audience rather than people who are actually interested in your offering.

Researching the needs and pain points of your typical customers will give you a good picture of the kinds of people who are trying to achieve a goal with your company. Thus, you can hone your marketing to that specific audience.

3. You can implement proactive customer service.

A customer journey map is like a roadmap to the customer's experience.

It shows you moments where people experience delight and situations where they might face friction. Knowing this ahead of time allows you to plan your customer service strategy and intervene at ideal times.

Proactive customer service also makes your brand appear more reliable. For example, suppose it's around the holidays, and you anticipate a customer service surge .

You can send a message to your customers letting them know about your team's adjusted holiday hours.

You can also tell them about additional support options if your team is unavailable and what to do if an urgent problem needs immediate attention.

Customers won't feel surprised if they're waiting on hold a little longer than usual. They'll even have alternative options to choose from — like a chatbot or knowledge base — if they need to find a faster solution.

4. You can improve your customer retention rate.

When you have a complete view of the customer journey, it's easier to pick out areas where you can improve it. When you do, customers experience fewer pain points, leading to fewer people leaving your brand for competitors.

After all, 33% of customers will consider switching brands after just one poor experience.

UX journey mapping can point out individuals on the path to churn. If you log the common behaviors of these customers, you can start to spot them before they leave your business.

While you might not save them all, it's worth the try. Increasing customer retention rates by just 5% can increase profits by 25%-95%.

5. You can create a customer-focused mentality throughout the company.

As your company grows, it can be hard to coordinate all the departments to be as customer-focused as your customer service, support, and success teams are.

They often have sales and marketing goals based on things other than what real customers want.

A clear customer journey map can be shared with your entire organization. The great thing about these maps is that they map out every single step of the customer journey, from initial attraction to post-purchase support.

And, yes, this concerns marketing, sales, and service.

Based on this rationale, you can't deny the importance of a customer journey map. Thus, we've created the following steps for crafting the best map to help your company and customers prosper.

Customer Journey Mapping Examples

The goal of a company is to get its customers from point A to point B.

While it's up to the business or organization to decide what that goal is, it typically involves purchasing a product or service. Potential customers and clients need to be led along this journey.

To help guide your business in its direction, here are examples to draw inspiration from for building out your customer journey map.

1. HubSpot's Customer Journey Map Templates

HubSpot's free Customer Journey Map Templates provide an outline for companies to understand their customers' experiences.

The offer includes the following:

  • Current State Template
  • Lead Nurturing Mapping Template
  • A Day in the Customer's Life Template
  • Customer Churn Mapping Template
  • Customer Support Blueprint Template

Each of these templates can help organizations gain new insights on their customers and help make improvements to product, marketing, and customer support processes.

Download them today to start working on your customer journey map.

free editable customer journey map template

2. B2B Customer Journey Map Example

This customer journey map clearly outlines the five steps Dapper Apps believes customers go through when interacting with them.

As you can see, it goes beyond the actual purchasing phase by incorporating initial research and post-purchase needs.

B2B customer journey map example

This map is effective because it helps employees get into the customers' minds by understanding the typical questions they have and the emotions they're feeling.

There are incremental action steps that Dapper Apps can take in response to these questions and feelings that will help it solve all the current problems customers are having.

3. Ecommerce Customer Journey Map Example

This fictitious customer journey map is a clear example of a day-in-the-life map.

Rather than just focusing on the actions and emotions involved in the customer's interaction with the company, this map outlines all the actions and emotions the customer experiences on a typical day.

ecommerce customer journey map example

This map is helpful because it measures a customer's state of mind based on the level of freedom they get from certain stimuli.

This is helpful for a company that wants to understand what its target customers are stressed about and what problems may need solving.

4. Future B2C Customer Journey Map Example

This customer journey map, designed for Carnegie Mellon University, exemplifies the usefulness of a future state customer journey map. It outlines the thoughts, feelings, and actions the university wants its students to have.

future BTC customer journey map

Based on these goals, CMU chose specific proposed changes for each phase and even wrote out example scenarios for each phase.

This clear diagram can visualize the company vision and help any department understand where they will fit into building a better user experience.

5. Retail Customer Journey Map Example

This customer journey map shows an in-depth customer journey map of a customer interacting with a fictitious restaurant.

It's clear that this style of map is more comprehensive than the others. It includes the front-of-stage (direct) and back-of-stage (non-direct or invisible) interactions a customer has with the company, as well as the support processes.

customer journey map example for retail

This map lays out every action involved in the customer experience, including those of the customer, employees directly serving diners, and employees working behind the scenes.

By analyzing how each of these factors influences the customer journey, a company can find the root cause of mishaps and problem-solve this for the future.

To get your business from point A — deciding to focus on customer journeys — to point B — having a journey map — a critical step to the process is selecting which customer mindset your business will focus on.

The mindset will determine which of the following templates you'll use.

1. Current State Template

If you're using this template for a B2B product, the phases may reflect the search, awareness, consideration of options, purchasing decision, and post-purchase support processes.

For instance, in the Dapper Apps example, its phases were research, comparison, workshop, quote, and sign-off.

current state customer journey map template

2. Day in the Life Template

Since this template reflects all the thoughts, feelings, actions, needs, and pain points a customer has in their entire daily routine — whether or not that includes your company — you'll want to map out this template in a chronological structure.

This way, you can highlight the times of day at which you can offer the best support.

Get an interactive day in the life template.

day-in-the-life

3. Future State Template

Similar to the current state template, these phases may also reflect the predicted or desired search, awareness, consideration of options, purchasing decision, and post-purchase support processes.

Since this takes place in the future, you can tailor these phases based on what you'd like the customer journey to look like rather than what it currently looks like.

Get an interactive future state template.

Customer journey map template future state

4. Service Blueprint Template

Since this template is more in-depth, it doesn't follow certain phases in the customer journey.

Instead, it's based on physical evidence — the tangible factors that can create impressions about the quality and prices of the service — that often come in sets of multiple people, places, or objects at a time.

For instance, in the fictitious restaurant example above, the physical evidence includes all the staff, tables, decorations, cutlery, menus, food, and anything else a customer comes into contact with.

You would then list the appropriate customer actions and employee interactions to correspond with each physical evidence.

For example, when the physical evidence is plates, cutlery, napkins, and pans, the customer gives their order, the front-of-stage employee (waiter) takes the order, the back-of-stage employee (receptionist) processes the order, and the support processes (chefs) prepare the food.

Get an interactive service blueprint template.

Customer journey map template service

5. Buyer's Journey Template

You can also use the classic buyer's journey — awareness, consideration, and decision — to design your customer journey map.

Get an interactive buyer's journey template.

Customer journey map template buyer

Charter the Path to Customer Success

Once you fully understand your customer's experience with your business, you can delight them at every stage in their buying journey.

Many factors can affect this journey, including customer pain points, emotions, and your company's touchpoints and processes.

A customer journey map is the most effective way to visualize this information, whether you're optimizing your journey for the customer or exploring a new business opportunity to serve a customer's unrecognized needs.

Use the free templates in this article to start mapping the future of customer success in your business.

Editor's note: This post was originally published in August, 2018 and has been updated for comprehensiveness.

Apply for a job, keep track of important information, and prepare for an  interview with the help of this free job seekers kit.

Don't forget to share this post!

Related articles.

7 Ways to Delight Your Customers This Holiday Season

7 Ways to Delight Your Customers This Holiday Season

14 Customer Experience Fails that Companies Can Learn From

14 Customer Experience Fails that Companies Can Learn From

How Customer Experience Has Evolved Over the Last Decade [+ 2024 Trends]

How Customer Experience Has Evolved Over the Last Decade [+ 2024 Trends]

Memorable Examples of AR in Customer Experience [+Tips for Implementing the Technology]

Memorable Examples of AR in Customer Experience [+Tips for Implementing the Technology]

Digital Customer Experience: The Ultimate Guide for 2023

Digital Customer Experience: The Ultimate Guide for 2023

How to Implement a Hybrid Customer Service Strategy That Works [Expert Tips]

How to Implement a Hybrid Customer Service Strategy That Works [Expert Tips]

User Flows: 8 Tips For Creating A Super Smooth User Experience

User Flows: 8 Tips For Creating A Super Smooth User Experience

11 Best Practices for B2B Customer Experience

11 Best Practices for B2B Customer Experience

Customer Experience vs. User Experience: What’s the Difference? [+ Examples]

Customer Experience vs. User Experience: What’s the Difference? [+ Examples]

What is Omni-Channel? 20 Top Omni-Channel Experience Examples

What is Omni-Channel? 20 Top Omni-Channel Experience Examples

Outline your company's customer journey and experience with these 7 free customer journey map templates.

Service Hub provides everything you need to delight and retain customers while supporting the success of your whole front office

  • Customer Journey Map Templates

Get started with free templates to visualize customers' end to end journey. Understand key interactions of your product and share with your teammates with ease.

Customer journey map

  • All collections

User Persona Template

Customer Journey Map Template

Validated by  Amin Bashi,  VP of Product at Product School.

Put yourself in your customers’ shoes to find the problems in your user experience (and uncover opportunities to solve them). Available in Google Slides and PowerPoint.

By sharing your email, you agree to our Privacy Policy and Terms of Service

In collaboration with

This customer journey map template will help you:.

• Create a visual representation of the steps a user takes while using your product and interacting with your company.

• Identify key moments when you are losing customers.

• Help you and your team look at your product from your user’s point of view.

Customer journey map sneak peek

Make your product a friction-free solution

It’s one thing to know how your engineers and designers see your product; it’s another to know how your users see it. They don’t have the same behind-the-scenes context you have. Exercise seeing the product from an outside perspective to identify pain points and uncover opportunities for customer delight.

A great  way to shift your mindset from builder to user is to create a customer journey map, a visual representation of your users’  experience with your product.

Customer Journey Map Templates

Stunning customer journey map templates that can attract audiences

  • Show all templates for:
  • suggestion:

What is Customer Journey Map?

Flexible Content Blocks

customer journey map template free

Drag and Drop

customer journey map template free

Online Access

customer journey map template free

Fully Customizable

Customer journey map illustrates the relationship of a customer with a business over a period of time using storytelling technique and visual cues. Story are being told from the perspective of customer, which provides insights of the total experience from the customers, helping your get a better understanding and addresses customers' needs and pain points as they experience your product or service.

Visual Paradigm Online helps you design professional journey maps. All you need to do is to select a suitable certificate template and enter your own content! Worry about journey maps being borded and not modern enough? Don't worry! Visual Paradigm Online's Customer Journey Map maker provides a wealth of journey map templates and easy-to-use drag-and-drop design tools. You can quickly create journey maps you want even without any experience!

Visual Paradigm Online allows you to customize your own journey map template, too. The Visual Paradigm Online asset library contains millions photos, icons, shapes, clipart and other graphical assets that are in high quality yet free! There are also hundreds of fonts to choose from.

©2024 by Visual Paradigm. All rights reserved.

  • Terms of Service
  • Privacy Policy
  • Security Overview

customer journey map template free

Business Education

Customer journey map: what it is + free template.

customer journey map template free

As a sales leader or account executive, you understand that the key to building successful customer relationships lies in gaining a deep understanding of their journey. One powerful tool that can help you in this endeavor is a customer journey map. 

Through the effective utilization of a customer journey map, you can get valuable insights into the experiences, challenges, and expectations of your customers at every stage of their buying process — specifically focused on their interactions with your business. This could include their initial encounters with a virtual receptionist to post-purchase activities like reaching out to customer support.

In this post, we’ll walk you through what a customer journey map is, how to create one, and examples so you can apply similar principles to your own customers and business. 

We’ve even included a free template that’ll help save you time and empower you to take your sales team to new heights of success through the art of customer journey mapping.

What is a customer journey map?

A customer journey map is a visual representation or diagram that illustrates the complete experience of a customer with a particular product, service, or brand. It provides insights into the customer's interactions, emotions, and touchpoints at various stages of their journey, from initial awareness and consideration to purchase, usage, and post-purchase support.

A customer journey map typically includes multiple stages that a customer goes through in the digital marketing funnel , such as:

  • Awareness: The stage where a customer becomes aware of a product or service.
  • Consideration: The customer explores different options, compares features, and evaluates alternatives.
  • Purchase: The actual transaction or conversion point where the customer decides to make a purchase.
  • Onboarding: The process of familiarizing the customer with the product or service after the purchase is made.
  • Usage: The customer begins using the product or service and interacts with it regularly.
  • Support: The availability of customer support or assistance throughout the customer's usage phase.
  • Retention: The customer's ongoing relationship with the brand and their potential to become repeat customers or advocates.

Customer journey maps are created by collecting data and insights from various sources, including customer surveys, interviews, feedback, analytics, and market research. They help businesses understand the customer's needs, pain points, and expectations at each stage of the journey, enabling them to identify opportunities for improvement and deliver a better customer experience.

How to create a customer journey map

Customer journey maps are meant to be dynamic and adaptable. They should serve as a valuable tool to guide your business to deliver exceptional customer experiences and foster long-term customer relationships. 

That being said, while customer journey maps can vary in their specifics, they typically adhere to a similar framework. To help you create your own customer journey map, follow the steps outlined below.

The Customer Journey Map Framework

Define your customer personas

Start by identifying and defining your target customer segments or personas. These personas represent your ideal customers and help you understand their characteristics, goals, motivations, and behaviors. 

To avoid complexity, it’s recommended to concentrate on a single persona and one customer scenario at a time.

Map the customer journey stages

Create a visual representation of the customer journey stages. Typically, these stages include awareness, consideration, purchase, onboarding, usage, support, and customer retention . You can customize these stages based on your specific business and customer lifecycle.

Identify customer touchpoints

List down all the touchpoints or interactions a customer has with your brand throughout their journey. These touchpoints can include website visits, social media interactions, live chat messages, phone calls, email communications, and more.

Plot customer actions and emotions

Within each stage, identify the specific actions customers take, pain points they may experience, and the emotions they feel. An empathy map is a great way to help you do this because it uses data from different sources and stakeholders. This helps you understand the customer's mindset and expectations throughout each stage. 

Connect touchpoints and actions to stages

Connect the touchpoints and actions to the corresponding stages of the customer journey. Show how the customer moves from one touchpoint to another as they progress through the stages. This helps you understand the sequence of interactions and potential gaps or friction points. More importantly, it helps you understand the type of sales conversations that should take place before the purchase — and the level of customer support that should take place after.

Analyze and identify opportunities

Analyze the customer journey map to identify pain points, areas of improvement, and opportunities to enhance the customer experience. Look for moments where you can deliver a wow factor, reduce friction, or address customer needs more effectively. 

Take action

Based on your analysis, prioritize the opportunities and develop an action plan to improve the customer journey. This may involve making changes to specific touchpoints, optimizing processes, improving lead nurturing, enhancing customer engagement , or implementing better customer support.

Iterate and update

Customer journey mapping is an iterative process. Continuously collect feedback, measure the impact of your improvements, and update the journey map accordingly. Customer needs and preferences may evolve, so it's important to keep your map up to date.

Customer journey map examples

Customer journey maps differ among businesses based on their unique offerings, customer lifecycles, industries, and overall business models.

To inspire you, we’ve compiled several real-life examples of customer journey maps. These examples will give you an understanding of the diverse visual representations that a customer journey map can take.

Example #1: B2B SaaS 

This example by Freshworks is an overview of a customer’s journey with a B2B SaaS product. In this customer journey map, you can clearly see the different stages a customer goes through along with elements such as their cognitive state, emotions, opportunities, barriers, and touchpoints. 

This map also incorporates the internal teams and key performance indicators (KPIs) being monitored, providing a valuable perspective on which teams are currently involved in customer interactions during their journey and which KPIs hold the greatest significance in each stage.

Customer Journey Mapping Framework

Example #2: Travel agency

While the 2020 pandemic disrupted many industries, the travel industry took a major hit. To help understand the traveler’s journey, Travelport put together this map with the persona of a leisure traveler planning a post-pandemic trip.

By comparing this map with their pre-pandemic customer journey map, Travelport was able to identify new opportunities to better their traveler’s experiences. Recognizing the increasing demand from travelers for destination-specific information like local regulations and restrictions, they identified an opportunity to empower customers with self-service options for obtaining those details.

Leisure Travel Journey Map

Example #3: Entertainment

Spotify, renowned as one of the leading audio streaming services around the world, recognized the need to enhance its customers' music-sharing experiences. To better understand users, Spotify engaged the expertise of Meghana Bowen to develop a customer journey map. 

The primary aim of this map was to identify the optimal placement of music-sharing features within the overall customer experience offered by Spotify. Thanks to this map, Spotify was able to identify pain points for users and address them so that the music-sharing experience is easier — encouraging users to share music more often.

Customer Journey Map

Customer journey map template

To jumpstart your customer journey mapping process, check out our free downloadable template that you can customize and adapt to your specific industry, target audience, and sales objectives. This ready-to-use resource will save you time and ensure you're on the right track.

The Customer Journey Map

Enhance the customer journey with Smith.ai

A customer journey map helps ensure that each touchpoint leaves a lasting impression, motivating customers to progress on their buying journey with your business.

At Smith.ai, we can help you enhance the customer journey by providing unified solutions that address every lead, while also engaging your existing customers, giving you peace of mind in knowing they’re in excellent care. 

Whether you need a virtual receptionist , live chat support , or an outreach campaign service , our professional team of agents are available 24/7 to assist you in effectively engaging with your leads and customers. 

To discover more about how Smith.ai can contribute to your business success, book a free consultation .

customer journey map template free

Take the faster path to growth.
Get Smith.ai today.

Recent posts, what is a call flow + why is it important, intelligent call routing: what it is + how to leverage it, 9 phone tree templates + how to build your own, business solutions, client spotlight, company news, integrations, outreach campaigns, partnerships, product updates, promotions & offers, virtual receptionists, voice assistant, sign up for our newsletter, related posts.

customer journey map template free

Future Calling: What Is an AI Answering Service?

customer journey map template free

What is CRM Integration? Everything You Need To Know

customer journey map template free

12 Tech Trends That Will Change the Future of Small Business

customer journey map template free

Small Business Lead Generation Tactics to Try

customer journey map template free

What is a Sales Playbook? + Free Template

customer journey map template free

How To Build a Winning Sales Cadence + Examples

customer journey map template free

5 Reasons Your Law Firm Should Accept Online Payments

customer journey map template free

Top 10 Do’s and Don’ts of Local SEO

customer journey map template free

21 Impactful Sales Strategies + How To Create Your Own [Free Template]

customer journey map template free

Master Class: Lead Conversion Practices Every Legal and Financial Professional Should Know

customer journey map template free

How to Use Open AI & ChatGPT for Business

customer journey map template free

How to Add Facebook Chat to a Lawlytics Site

Take the faster path to growth. get smith.ai today..

customer journey map template free

Learn more about Smith.ai

Got it, thank you.

IMAGES

  1. How to Create a Customer Journey Map

    customer journey map template free

  2. Why and How to Create a Customer Journey Map

    customer journey map template free

  3. 6 great customer journey mapping templates

    customer journey map template free

  4. Customer Journey Map Template

    customer journey map template free

  5. Customer Journey Map for SaaS Source: 1.bp.blogspot.com Customer

    customer journey map template free

  6. Customer Journey Mapping Software

    customer journey map template free

COMMENTS

  1. Free and customizable customer journey map templates

    Browse and customize free and professional customer journey map templates from Canva. Choose from various styles, colors, and formats to suit your needs and preferences.

  2. Create a Customer Journey Map (Free Templates, Tips)

    Learn how to create a customer journey map with Canva's free templates and collaborative online whiteboards. Find out what to include in a customer journey map, how to use customer personas, and what customer journey stages are.

  3. What is a Customer Journey Map? [Free Templates]

    Learn what customer journey mapping is and how to create your own map with a free template. Download a free template for different types of customer journey maps and see a real-world example of a customer journey map.

  4. Free Customer Journey Map Templates

    Create customer journey maps to analyze the purchase path of your customers with editable online templates from Edit.org. Learn what is a customer journey map, how to design it, and how to use it for marketing and improvement. Download your free custom graphic in JPG, PNG or PDF.

  5. Customer Journey Maps: How to Create Really Good Ones [Examples + Template]

    Learn what customer journey mapping is, how to create one, and best practices. Download free customer journey map templates and examples to improve your customer experience.

  6. Customer Journey Map Template

    Create a visual overview of how your customer experiences your product or service with Miro's customer journey map template. Learn how to use the template, what to include, and how to improve your customer experience.

  7. Free customizable customer journey map templates

    Create stunning customer journey maps with Canva's online whiteboards and premade layouts. Customize the design, add stickers and icons, and collaborate with your team on the intuitive editor.

  8. Free Customer Journey Map Template

    Use FigJam's online whiteboard to plot your ideal customer journey from first to final touchpoints. Customize your map with personas, touchpoints, branches, and widgets, and collaborate with your team in real time.

  9. Free Customer Journey Map Template [Download Now]

    Download 7 free customer journey map templates to outline your company's customer journey and experience with your product or service. Learn how to create a customer journey map, what are the elements of a customer journey, and why you need to fill out the information requested.

  10. Free Customer Journey Map & Persona Templates

    Browse and customize hundreds of free customer and user journey map templates for various domains, such as banking, services, digital, education, and more. Download or print them in PDF, PPTX, CSV, or PNG formats to enhance your customer experience design.

  11. 8 Free Customer Journey Mapping Templates and Examples

    Learn how to use customer journey maps to map your customer's experience and make better decisions. Find out the best templates for online and offline journey mapping tools, as well as service blueprint templates.

  12. FREE Customer Journey Map Template (with guide and examples)

    A wide range of emotions can be analyzed on a customer's journey. For our multi-purpose customer journey mapping, we show a slider between general positive emotions and negative emotions. Happy, Satisfied, Excited vs. Frustrated, Disappointed, Anxious. You may edit the template to make them more specific. Pain Points.

  13. 150+ Best Customer Journey Map Templates and Examples

    Find the perfect template for your customer journey map from over 150 options, organized by type and use case. Learn what a customer journey map is, how to create one, and why you need one.

  14. Customer journey mapping 101 (+ free templates)

    Learn how to plan out your customer's awareness, relationship, and touchpoints with your brand using a customer journey map. Download free templates for different types of journey maps and get tips on how to use them for marketing, product development, and customer experience insights.

  15. How to Create an Effective Customer Journey Map [Examples + Template]

    The customer journey map template can also help you discover areas of improvement in your product, marketing, and support processes. Download a free, editable customer journey map template. Types of Customer Journey Maps and Examples. There are four customer journey maps, each with unique benefits. Depending on the specific purpose of the map ...

  16. Customer Journey Map How-To (+7 Templates & Examples)

    Learn what a customer journey map is, why you need one, and how to create one with a free template. See examples of customer journey maps for different personas and funnels.

  17. Customer Journey Map Templates

    Customer Journey Map Templates. Get started with free templates to visualize customers' end to end journey. Understand key interactions of your product and share with your teammates with ease. ... Customer Journey Map - Template Saísh Menon. 156. 7k. Q. Journey map and user persona templates Qiao Huang. 225. 6.4k. UX Kit - User & Customer ...

  18. 12 Customer Journey Map Templates (2024 Guide)

    This five-phase customer journey map template uses a spreadsheet-style layout to set up an ideal customer journey for a user who needs formal wear. This type of customer journey map is what you need when building a new product; after testing and launching, you can update it to a current state map. 7. Mobile Game Customer Journey Map Template

  19. Free Customer Journey Map Template

    This Customer Journey Map template will help you: • Create a visual representation of the steps a user takes while using your product and interacting with your company. • Identify key moments when you are losing customers. • Help you and your team look at your product from your user's point of view.

  20. Free Customer Journey Map Templates

    Visual Paradigm Online offers 38 stunning customer journey map templates that can attract audiences and help you design professional journey maps. You can customize your own journey map template with easy-to-use drag-and-drop design tools and access a wealth of graphical assets and fonts.

  21. Free Customer Journey Map Templates

    Free Customer Journey Map Templates. Explore our free Customer Experience, User Experience and Journey Map templates. Based on real projects and developed by professionals with the highest level of CX- expertise, these templates are great starting points for all kinds of services.

  22. Customer Journey Map: What It Is + Free Template

    Customer journey map template. To jumpstart your customer journey mapping process, check out our free downloadable template that you can customize and adapt to your specific industry, target audience, and sales objectives. This ready-to-use resource will save you time and ensure you're on the right track.