Customer Journey Map: Process, Templates, and Examples

Picture this: Sarah, a busy professional, discovers your product in an Instagram ad while commuting. A week later, she’s unboxing her order with a smile, excitedly sharing her experience on social media.

Sarah’s path from discovery to becoming a loyal customer is her customer journey, and understanding it is the key to creating exceptional customer experiences.

In this article, we’ll guide you through customer journey mapping and creating a customer journey map — a powerful tool to visualize, analyze, and optimize every step of your customers’ interactions with your brand. Let’s dive in!

What Is a Customer Journey Map?

A customer journey map is a visual representation of a customer’s experience with your brand from start to finish. It outlines the steps they take, the emotions they feel, and the touchpoints they encounter along the way. Think of it as a story told from the customer’s perspective, revealing their thoughts, motivations, and pain points.

Creating and implementing a customer journey map is known as customer journey mapping. Being a visual guide, a customer journey map tracks everything a customer does, thinks, and feels as they interact with your brand.

Your customer journey map answers these key questions (and more!):

• Customer actions: What do customers do at each step of their journey (e.g., browse your website, compare prices, make a purchase)?
• Thoughts: What’s going through their minds? Are they confused, excited, or hesitant?
• Feelings & customer behavior: Are they feeling frustrated, satisfied, or delighted? What’s their behavior based on the specific actions they take?

Customer journey maps follow a timeline, starting when a customer discovers your brand and continuing through every interaction, even after they make a purchase. They identify the specific moments (touchpoints) and places (channels) where customers engage with you, e.g., social media, your website, or in-store visits.

Benefits of Customer Journey Mapping

Customer journey mapping doesn’t just improve the customer experience, it drives tangible business results. Here are a few reasons why you should use a customer journey map.

1. Identify and fix pain points

Address friction points that frustrate customers and turn them away. Fix them before they become dealbreakers.

A customer journey map allows you to understand your key stakeholders, map out who they are, and create a segmented customer base.

It’s like a backstage pass to your customers’ minds. You get to know their preferences, habits, and behaviors — what makes them tick, frustrates, or delights them. You’re not just tracking what customers do but understanding why they do it.

The insider knowledge of customer behavior enables you to tailor solutions that resonate and address customer pain points, like fixing that clunky checkout process that’s been driving people away or offering customers omnichannel customer service to reach you through their preferred channel rather than waiting in long queues.

2. Boost customer satisfaction

Deliver a smooth, enjoyable journey that leaves a lasting positive impression.

Happy customers are repeat customers. They’ll also more likely tell their friends about you and leave positive reviews. A smooth, enjoyable customer journey leads to more sales, higher customer loyalty, and a healthier bottom line.

By mapping the journey, you can spot the roadblocks that cause customers to abandon ship, and smooth them out. And when you see a winning customer experience strategy, like a personalized email that gets people clicking, you can double down on it.

3. Align your teams

Get everyone on the same page, working together to create a seamless, consistent customer experience.

It’s easy for different departments to become isolated, each focused on its own goals. A customer journey map is like a team huddle, reminding all the team members that they’re working toward the same goal: a great customer experience.

When marketing, sales, and customer service teams see the big picture, they can collaborate more effectively, solve problems faster, and create a more seamless customer experience. No more confusing messages from different departments; just a clear, consistent voice.

4. Make data-driven decisions

Make informed choices about your marketing and sales funnels based on real customer behavior and needs.

A customer journey map isn’t just a pretty picture but a strategic tool. It tells you exactly what your customers need at each stage of their journey to help you tailor your marketing messages and sales pitches and inform product development.

Instead of blasting out generic ads, you can deliver the right message to the right person at the right time. This means more effective campaigns, better use of your budget, and more sales. You also develop better products that customers value and come back for.

5. Innovate & stay ahead of the curve

Spot untapped opportunities and develop products, services, or experiences that truly wow your customers.

The best way to stay ahead of the competition is to constantly innovate. And the best way to innovate is to understand your customers’ needs and desires and invest in customer success. A customer journey map helps you spot those unmet needs and untapped opportunities.

Maybe it’s a new product feature, a different way of delivering your service, or a surprise and delight moment that leaves a lasting impression. When you know your customers this well, you can come up with ideas that wow them. And that’s how you build a brand that stands out.

Key Customer Journey Stages

What are the main stages a customer goes through in their journey?

1. Awareness

Customer discovers your brand through ads, social media, and word-of-mouth. First impressions are crucial. Make it count!

This is the “introductory” phase where potential customers become aware of your brand. Maybe they saw an ad on social media, heard about you from a friend, or found you through a Google search. At this point, they’re just getting to know you, so you need to make a great first impression.

Think about: Where do your ideal customers spend time online and offline? What kind of messages grab their attention? How can you make your website or social media profiles more appealing?

2. Consideration

Customer researches and evaluates your offerings, comparing them to competitors. Build trust and credibility to stand out.

Once they’ve noticed you, they’ll start researching options. They’ll compare you to competitors, read reviews, and see if you’re the right fit. Make it easy for customers to learn more about you and build trust in your brand.

Think about: What questions do your customers have at this stage? What kind of content (blogs, videos, guides) can you create to answer those questions? How can you showcase your expertise and build credibility?

3. Decision

Customer chooses to purchase your product or service. Clear calls to action and incentives can seal the deal.

They’ve done their homework and are ready to buy. But wait! There may still be some hurdles to overcome.

Customers may compare prices, look for discounts, or wonder whether your product is really worth investing in. This is where you need to start with a clear call to action and perhaps a little additional incentive to drive conversions.

Think about: How can you make the checkout process as simple and seamless as possible? Are there any last-minute doubts you can address? Could a discount code or special offer seal the deal?

4. Purchase

Customer completes the transaction and receives their purchase. A smooth checkout and delivery process is essential.

They’ve hit the “buy” button. Now it’s your turn to deliver. Customers’ purchasing experience needs to be smooth and efficient, from entering payment information to customers receiving the product or service.

Think about: Is your checkout process user-friendly? Do you provide clear confirmation and shipping information? How can you exceed their expectations with exceptional customer service?

5. Adoption/use

Customer learns to use your product or service and integrate it into their life. Onboarding and support are key to ensuring a positive experience.

Now that the customer has bought your product or service, it’s time to see how it fits into their life. This phase gets customers excited to try out and see if their purchase lives up to the hype.

Think about: How easy is it for customers to get started with your product? Do you offer onboarding or tutorials? How can you ensure they have a positive experience right from the start?

6. Retention

The customer continues using your product/service and may make repeat purchases. Nurturing relationships builds loyalty.

The relationship doesn’t end after the purchase. Customer retention means nurturing customers and turning them into a loyal fan. This is where you show them you care and exceed their expectations.

Think about: How can you stay in touch with your customers without being annoying? What kind of perks or rewards can you offer to keep them engaged? How can you collect customer feedback and use it to improve their experience?

7. Advocacy

The customer becomes a loyal fan, recommending your brand to others. The ultimate goal — turn customers into brand ambassadors.

If you’ve done everything right, your customers will become your biggest advocates. They’ll rave about you on social media, tell their friends, and even write positive reviews. This is the holy grail of marketing — free, authentic marketing from people who truly love your brand.

Think about: How can you encourage your customers to spread the word? Could you create a referral program? How can you make it easy for them to share positive reviews?

Each stage of the customer journey has its significance. Dissect your customer journey map into these key steps to build exceptional customer experiences that delight customers, build loyalty, and drive long-term growth.

What To Include in a Customer Journey Map?

You’re ready to map out the customer journey. But what do you need to create a comprehensive journey map? Here are the key components to look for:

• Customer personas: Buyer personas are detailed profiles of your ideal customers. Include demographics, goals, challenges, and motivations. The more specific your personas, the more accurately you can map their journeys.
• Touchpoints: Every interaction a customer has with your brand is a touchpoint. List them all out — website visits, social media interactions, phone calls, in-store visits, etc.
• Emotions: At each touchpoint, consider how customers feel. Are they excited, frustrated, or confused? Understanding their emotions helps you create a customer journey that customers relate to.
• Pain points: What frustrations or challenges do customers face? Maybe your website is hard to navigate, or the checkout process is cumbersome. Pinpointing pain points is crucial for improvement.
• Opportunities: Every pain point is an opportunity for improvement. Streamline your purchasing process, offer better support, or surprise customers with personalization. Look for ways to go above and beyond.
• Channels: Where are customer interactions happening? Online, in-store, or via a mobile app? Knowing the customer communication channels helps you tailor your messaging and meet customers where they are.
• Timeline: Map out the different stages of the journey, from initial brand awareness to becoming a loyal customer. Break it down into smaller steps like signing up for a newsletter or making a first purchase.

How To Create a Customer Journey Map

The customer journey mapping process is like piecing together a puzzle of your customer’s experience. It might seem daunting at first, but with a structured approach, you’ll be mapping your own journey in no time. Let’s break it down:

1. Set clear goals and identify your customer personas

Define what you want to achieve with your map. Better customer satisfaction, improved conversion rates, or resolved pain points?

Clear business goals will guide your efforts. At the same time, take the time to understand your average customers. Conduct market research and create detailed buyer personas that represent different customer segments.

What are their demographics, motivations, goals, and challenges? These personas are the foundation of your user experience map.

2. Map the customer journey and gather data

Start with a blank canvas — a whiteboard, spreadsheet, or customer journey mapping tool. Outline the key stages of the journey, from initial awareness to post-purchase interactions.

Then, dig into the details. Talk to customers, analyze website data, and review customer support interactions. This qualitative and quantitative customer data shows how customers navigate their journey.

3. Plot customer touchpoints, actions, & pain points

For each stage, list the specific touchpoints where customers interact with your brand (website, social media, emails). Note the actions they take at each point. Are they browsing, comparing, purchasing, or seeking support?

Dive deeper into their emotional experience. Are they excited, frustrated, or confused? Explore pain points, those moments of friction that could drive them away.

4. Visualize, analyze, and iterate

Bring your map to life with visuals. Use icons, arrows, and color coding to create a clear and engaging representation. Then, gather your team to analyze the map.

Look for patterns, identify successes, and pinpoint areas for improvement. This analysis will spark ideas for refining your user journey map and enhancing the customer experience.

5. Share, implement, and keep it updated

Your customer journey map aligns your business with customer expectations. Share it with all relevant teams. Use it to inform marketing campaigns, product development, and customer service strategies.

Remember, customer journeys evolve. Regularly revisit your map, gather fresh customer data, and adjust to keep it relevant and accurate. Continuous improvement is key to increasing customer satisfaction in the entire customer journey.

Types of Customer Journey Maps

Customer journey maps are not one-size-fits-all. You can customize them to suit different purposes and glean unique insights.

Current state journey map

It’s more of a user journey map that tells how customers interact with your brand. It captures their behaviors, emotions, and pain points, providing a baseline understanding of customer experience. A current state journey map is essential for identifying areas that need immediate improvement.

Future state journey map

This map envisions the ideal customer journey. It outlines how you would like customers to interact with your brand in the future, highlighting improvements and innovations to enhance their experience. It’s a roadmap for future initiatives that helps you prioritize changes.

Day in the life journey map

This type takes a broader look at a customer’s daily life, including interactions with your brand and other activities and experiences. It covers a complete view of their needs, preferences, and challenges, which can spark innovative ideas and uncover unmet needs.

Service blueprint

A service blueprint goes beyond the customer’s point of view with a detailed view of the processes, people, and systems involved in delivering your product or service. It helps identify bottlenecks, dependencies, and opportunities for operational efficiency.

Buyer journey map

A buyer journey map focuses specifically on the steps a customer takes from initial awareness of your brand to making a purchase. It helps you understand how customers discover your products or services, evaluate their options, and decide to buy. This map is valuable for optimizing your marketing and sales funnels.

Choosing the right map

Start with a current state map to evaluate the current situation and then create a future state map to guide your improvements. Or use a day in the life map to explore new product or service options.

The key is flexibility and adaptability, using different types of maps to better understand customer experiences.

Customer Journey Map Examples

Let’s look at some examples that illustrate the versatility of customer journey maps and how to tailor them to different industries, products, and services.

Example 1: The Online Shopper

Sarah’s journey from seeing an Instagram ad to posting a picture of herself wearing the new outfit.

Persona: Sarah, a 30-year-old working professional who loves fashion and convenience.

Journey:

• Awareness: Sees a targeted ad on social media for a new clothing brand.
• Consideration: Visits the brand’s website, browses products, reads reviews.
• Decision: Adds items to cart, compares prices with other brands.
• Purchase: Completes checkout using a mobile wallet.
• Adoption/use: Receives package, tries on clothes, posts photos on Instagram.
• Retention: Receives email about a sale, returns to website, makes another purchase.

Touchpoints: Social media ad, website, product pages, reviews, shopping cart, checkout, email, delivery notification, Instagram.

Emotions: Excited (seeing the ad), curious (browsing the website), hesitant (comparing prices), satisfied (completing purchase), delighted (receiving package), enthusiastic (sharing on social media).

Pain points: Slow website loading times, confusing checkout process, long delivery times.

Example 2: The Tech Support Seeker (Customer Support)

John’s frustrating experience trying to fix his smart TV and the relief he feels when customer support resolves the issue.

Persona: John, a 55-year-old who recently purchased a new smart TV.

Journey:

• Awareness: TV malfunctions, searches online for solutions.
• Consideration: Finds the manufacturer’s support website, reads FAQs.
• Decision: Decides to call customer support.
• Purchase: N/A (service-oriented journey)
• Adoption/Use: Follows instructions from the support agent and fixes the issue.
• Retention: Receives follow-up emails with helpful tips.

Touchpoints: Search engine, support website, FAQs, phone call, follow-up email.

Emotions: Frustrated (TV malfunction), hopeful (finding support website), relieved (speaking to an agent), satisfied (fixing the issue).

Pain points: Difficult to find contact information, long wait times on the phone, unclear instructions.

Example 3: The SaaS Onboarding Journey

Emily’s journey from watching a demo video to successfully implementing a new project management tool for her team.

Persona: Emily, a small business owner implementing a new project management tool.

Journey:

• Awareness: Sees a demo video on YouTube.
• Consideration: Signs up for a free trial, explores features.
• Decision: Compares with other tools, decides to purchase a subscription.
• Purchase: Enters payment information, receives welcome email.
• Adoption/Use: Watches onboarding videos, sets up team accounts, starts using the tool.
• Retention: Receives regular newsletters with tips and updates, attends webinars.

Touchpoints: YouTube video, website, free trial, comparison pages, checkout, welcome email, onboarding videos, newsletters, webinars.

Emotions: Intrigued (watching the demo), optimistic (starting the trial), empowered (using the tool successfully), appreciative (receiving support).

Pain points: Steep learning curve, lack of personalized guidance during onboarding.

Free Customer Journey Mapping Templates

Ready to build your customer journey map? You don’t have to start from scratch.

Many free templates are available online to kickstart your process. A customer journey map template saves you time and provides a structured framework for customer experience mapping.

Miro

Miro’s collaborative platform offers a visually appealing and intuitive customer journey map template. It’s perfect for teams working together to brainstorm and refine the journey.

Features:

• Real-time collaboration
• Customizable layouts
• Integration with other Miro tools
• Easy drag-and-drop functionality

Best for: Remote teams, visual thinkers, and complex, multi-touchpoint journeys.

Find community templates on Miroverse.

HubSpot

HubSpot’s template provides a structured approach, guiding you through each stage of the customer journey with prompts and examples. It’s a great option for beginners looking for a clear framework.

Features:

• Detailed instructions and examples
• Focuses on inbound marketing stages
• Downloadable as PowerPoint or Excel file

Best for: Beginners and inbound marketing focus.

Here’s a free customer journey map template you can download via HubSpot.

UXPressia

UXPressia offers a variety of templates catering to different industries and use cases. Their templates often include additional sections for capturing customer goals, pain points, and opportunities.

Features:

• Industry-specific templates
• Persona integration
• Ability to add metrics and KPIs
• Shareable online versions

Best for: UX designers, customer experience professionals, and those needing detailed, data-driven maps. Offers industry-specific templates and data integration.

Get UXPressia’s free customer journey map templates here.

Visual Paradigm Online

If you’re looking for a simple template, Visual Paradigm Online has you covered. Their templates are easy to customize and can be exported in various formats.

Features:

• Clean, minimalist designs
• Multiple export options (PNG, PDF, SVG)
• Basic customization tools
• Free tier available

Best for: Small businesses, quick, high-level journey mapping, and those who prefer simplicity.

Find free Visual Paradigm Online customer journey templates here.

Some more resources to check out:

• Lucidchart: Offers flowchart-style templates that work well for linear customer journeys.
• Canva: Provides visually appealing templates that are easy to customize, even for non-designers.
• Google Drawings: A free, basic tool that allows you to create a custom journey map from scratch.

While templates are a helpful starting point, make sure to customize them to fit your brand and customer journey. Add or remove sections, change the visuals, and tailor the language to your target audience.

The goal is to create a customer experience map that accurately reflects your customer journey. Consider your team’s technical skills, the complexity of your customer journey, the level of detail needed, and the implementation process to choose the best fit.

Customer Journey Mapping Best Practices

Follow these best practices to create customer journey maps that are visually appealing, actionable, and impactful.

• Collaborate across teams: Don’t map in a silo. Gather insights from different departments — marketing, sales teams, customer service, product development, and even finance. You’ll get a full view of the customer journey firsthand and valuable perspectives you might otherwise miss.
• Prioritize emotions: It’s not just about the actions customers take, but how they feel along the way. Explore their emotions at each touchpoint. Are they excited, frustrated, or indifferent? Understanding their emotional state helps you create more impactful and empathetic experiences.
• Keep it customer-focused: Always view the journey from the customer’s shoes. Avoid internal jargon and focus on their language and perspective. Voce of customer matters. Use the client journey map to identify areas where you can better meet client needs and exceed expectations.
• Start simple, then iterate: Don’t get bogged down in complexity from the get-go. Start with a simple map and gradually add layers of detail as you gather more insights. It’s an ongoing process of refinement.
• Don’t just map, act: A journey map isn’t just a pretty picture; it’s a roadmap for action. Use it to identify quick wins, prioritize initiatives, and drive meaningful changes.
• Use the right tools: Whether using a whiteboard, a spreadsheet, or a dedicated customer journey mapping software, choose the option that best suits your team’s collaboration style and budget.
• Stay data-driven: Back up your map with real customer data. Use surveys, interviews, website analytics, and customer feedback to validate your assumptions and find hidden insights.
• Measure performance: See if your journey map is helping you address roadblocks and provide a better customer experience. Track customer service metrics like net promoter score (NPS) and customer satisfaction score (CSAT) to see how satisfied customers are, so you can revisit your map.
• Celebrate success: Don’t forget to acknowledge and celebrate the wins along the way. Every improvement, no matter how small, is a step toward a better customer experience.
• Embrace technology: Consider using customer journey mapping software and customer experience (CX) platforms to streamline the process, automate data collection, and gain deeper analytics.

Understand and optimize your customer journey to create experiences that delight customers, instill loyalty, and drive sustainable growth.

Improve Your Customer Journey With Nextiva

We’ve covered a lot of ground, from understanding a customer journey map to exploring different types and best practices. Now, it’s time to act and implement the map in your daily operations.

Don’t just map the journey, own it! With tools like Nextiva’s Journey Builder, you have the power to turn insights into action and get your customer experience to new heights.

Free templates are a great starting point, but for deeper insights and advanced features, a dedicated customer journey mapping tool helps a great deal.

Nextiva’s Journey Builder is a power-packed tool that visualizes your customer journey and gives you deep insights into customer experiences.

With Nextiva, you can:

• Visualize the complete customer journey.
• Analyze cross-channel interactions.
• Identify pain points and opportunities.
• Personalize experiences for each customer segment.
• Track the impact of your improvements on customer satisfaction and revenue.