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Free Printable Customer Journey Map Templates [Excel, Word]

    Understanding the full customer experience across touchpoints is crucial for businesses looking to improve. Customer journey mapping provides a visualization of each step in the customer lifecycle. However, creating a journey map from scratch is a major undertaking.

    Using a customer journey map template simplifies the process for teams looking to gain insight. In this article, we’ll discuss how customer journey mapping reveals opportunities and gaps in the customer experience. We’ll also provide downloadable customer journey map templates in PDF and Word formats to be customized for any business. With these templates, companies can quickly map the critical steps customers go through and pinpoint areas needing enhancement. Visualizing the journey from the customer’s perspective is the first step to delivering better experiences. 

    What Is a Customer Journey Map? 

    Customer Journey Map
    Customer Journey Map

    A customer journey map is a visual representation of the overall customer experience across all touchpoints when engaging with a product/service. It outlines the major steps customers go through from initial awareness to post-purchase in a linear, flowchart-style diagram. A journey map depicts the different stages customers experience and their emotions/questions during each interaction.

    Creating a journey map enables companies to identify pain points and opportunities from an outside-in perspective. It highlights areas working well versus steps that need improvement to provide a seamless, positive customer experience. A comprehensive customer journey map is a critical tool for understanding current experiences and defining an optimal path forward. 

    Customer Journey Map Templates

    Tracking your customer’s journey is crucial for providing an exceptional experience. Our free customer journey map template makes it easy to visualize each touchpoint from start to finish.

    This customizable graphic outlines the full path a customer takes when engaging with your business. Map out key interactions across marketing, sales, and service. Pinpoint pain points to address and opportunities to optimize.

    With our free template, you can illustrate the customer experience step-by-step. Add notes to capture insights. Share findings across teams to align on improvements. Drive growth by enhancing satisfaction at every stage. Download now to create a clear roadmap focused on customer needs.

    Importance Of Customer Journey Map 

    Customer journey mapping has become an invaluable practice for companies seeking to improve customer satisfaction, loyalty, and overall experience. But why are customer journey maps so important for businesses to create? There are several key reasons mapping out the customer journey in detail provides immense value: 

    Reveals Pain Points 

    One of the most important benefits of customer journey mapping is it exposes pain points and friction a customer experiences when engaging with a company. The visualization clearly shows areas where customers struggle, have confusion, or are dissatisfied across different touchpoints. This provides tangible insights business can use to directly address obstacles and make interactions easier. Knowing the pain points allows companies to enhance support, improve messaging clarity, update policies, and more. A journey map enables you to feel customers’ frustrations so you can relieve them. 

    Highlights Emotions 

    A well-developed customer journey map calls out the various emotion’s customers feel during their experience. Positive emotions like happiness, confidence, and trust should be highlighted so they can be reinforced. Likewise, any negative emotions like anxiety, uncertainty, anger, or disappointment must be flagged so they can be mitigated. Understanding the emotional responses at different steps allows companies to double down on what is working while improving areas that may cause bad feelings. This emotional layer of the map is key. 

    Identifies Gaps 

    Studying the visualized journey often reveals gaps between different touchpoints or steps in the process. A journey map makes it easy to spot disconnects, whether it’s a lack of communication between departments, an absence of educational resources, or underutilized channels. Identifying these gaps enables companies to shore up and strengthen the experience by improving continuity. The mapping may also point to unused touchpoints, such as online chat or text alerts, that can be implemented to engage customers. 

    Enables Empathy 

    Customer journey mapping by its very nature requires taking the customer’s perspective when charting out each step of their experience. This builds immense empathy and insight into customer needs and desires. Walking in the customer’s shoes highlights what matters most to them, where their expectations are not met, and what an ideal experience looks like from their worldview. The map encapsulates this understanding, so it spreads through the organization. 

    Guides Improvements 

    The true value of a customer journey map comes from using it to guide meaningful improvements to the customer experience. The insights gained from the visualization allow companies to redesign processes, improve policies, increase transparency, refine touchpoints, and implement changes focused specifically on identified weak spots and pain points. The map provides a clear roadmap for enhancing the journey. 

    Establishes Objectives 

    In addition to the current state, an ideal future journey map is often created showing the optimal customer experience a company aims to provide. This future map establishes strategic objectives focused on the customer. Having a defined perfect customer journey that all teams are aligned on ensures consistency in delivering excellence. 

    Measures Progress 

    Ongoing iterations of customer journey maps allow companies to measure improvements over time as changes are implemented. Comparing updated maps side-by-side with older versions illustrates if and how the customer experience is evolving based on actions taken. The map becomes a marker of progress. 

    What’s Included in a Customer Journey Map? 

    Creating a customer journey map requires bringing together different elements that represent the complete end-to-end experience. But what are the key components that comprise an effective customer journey man? The visualization combines multiple layers of information into one cohesive diagram. In this article, we’ll outline the core elements that should be included in any robust customer journey map. From outlining distinct stages to calling out emotions, each component provides important insights. By considering these key inclusions, you can develop comprehensive maps that capture the customer’s perspective. Here are the main elements your customer journey map should contain: 

    1. Customer Persona: 

    A customer persona is a semi-fictional representation of your ideal customer. It usually includes demographic information, behavioral traits, needs, and motivations. The journey map should be tailored to fit this persona. 

    2. Timeline: 

    The timeline is an essential component, capturing key phases a customer goes through. This can range from ‘Awareness’ to ‘Consideration’, ‘Purchase’, ‘Retention’, and possibly ‘Advocacy’. The timeline can be linear, cyclical, or even more complex depending on the customer’s experience. 

    3. Touchpoints: 

    These are the points of interaction that customers have with the brand. Touchpoints could be various channels like websites, mobile apps, customer service, physical stores, social media, etc. 

    4. Channels: 

    This refers to the medium through which the touchpoint is experienced. For instance, customer service could be experienced via email, phone, or a chatbot. 

    5. Customer Actions: 

    What actions is the customer taking at each stage? Are they researching online, comparing prices, talking to a salesperson, or reviewing the product? 

    6. Emotional Experience: 

    What is the customer feeling at each touchpoint? Are they confused, delighted, frustrated? Mapping emotions can help you understand the highs and lows in the customer journey. 

    7. Pain Points: 

    These are the problems or issues that customers might face at different stages of the journey. Identifying these can help in offering solutions and improving the user experience. 

    8. Moments of Truth: 

    These are critical touchpoints that can make or break the customer’s relationship with the brand. For example, how easily can a customer return an unwanted item? Moments of truth can be either positive or negative. 

    9. Opportunities: 

    These are areas where the brand can exceed customer expectations or address identified pain points to create a better customer experience. 

    10. Key Performance Indicators (KPIs): 

    Metrics that can help you evaluate the effectiveness of various touchpoints or stages in the customer journey. These could include metrics like Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), or Customer Lifetime Value (CLV). 

    11. Stakeholders: 

    Who within the organization is responsible for each touchpoint? Is it the marketing team, sales, customer service, or maybe even third-party vendors? 

    12. Supporting Documentation: 

    Any qualitative or quantitative data that supports the mapping can be included, such as customer testimonials, analytics, or feedback surveys. 

    13. Goals and Objectives: 

    What does the organization aim to achieve with this Customer Journey Map? Is it increased sales, better customer satisfaction, or perhaps more effective problem resolution? 

    14. Recommendations: 

    Based on the insights gathered, what steps should the organization take to improve the customer journey? 

    15. Version and Updates: 

    Journey maps are not static; they should be updated periodically. Hence, the version and last update date can be useful to track changes over time. 

    Types of Customer Journey Maps 

    Customer Journey Maps can vary widely depending on the objectives, industry, customer types, and complexity of the interactions involved. However, there are some common types of Customer Journey Maps that are used across sectors to visualize different aspects of the customer experience. Here’s a detailed look at various types of Customer Journey Maps: 

    Current State Journey Maps 


    This type of map depicts the existing customer journey, from awareness to advocacy, and identifies customer touchpoints, emotions, pain points, and opportunities. 

    Use Case: 

    When you need a comprehensive understanding of what your customers are experiencing right now. 

    Key Features: 

    • Actual touchpoints 
    • Current metrics/KPIs 
    • Existing pain points 
    • Real customer feedback and data 

    Future State Journey Maps 


    These are aspirational maps that show what the customer journey should look like in the future, following planned improvements. 

    Use Case: 

    When you’re planning a new product launch or considering significant changes in business processes. 

    Key Features: 

    • Hypothetical touchpoints 
    • Projected metrics/KPIs 
    • Anticipated emotional states 
    • Organizational goals and objectives 

    Day-in-the-Life Journey Maps 


    This map follows a customer throughout their day, not just during their interactions with the brand. 

    Use Case: 

    When you want to understand your customer’s overall lifestyle, needs, and pain points beyond their interaction with your brand. 

    Key Features: 

    • Non-brand-specific touchpoints 
    • Emotional highs and lows throughout the day 
    • Wider range of customer actions and contexts 

    Service Blueprint 


    This is a more operational map that includes both the customer journey and the behind-the-scenes activities that enable the journey. 

    Use Case: 

    When the business needs to understand how backend operations and customer-facing activities intersect. 

    Key Features: 

    • Customer touchpoints 
    • Backstage processes 
    • Employee roles and responsibilities 
    • Dependencies and interactions between departments 

    Experience Map 


    An experience map is broader in scope, focusing on the general experiences a customer has, which may include multiple products or services from various organizations. 

    Use Case: 

    When you aim to understand the customer’s experience in a broader context or industry. 

    Key Features: 

    • Multiple brands or touchpoints 
    • General customer goals and needs 
    • Overarching customer sentiments 

    Tactical Journey Maps 


    Tactical maps focus on specific customer interactions or a particular phase of the customer lifecycle. 

    Use Case: 

    When you want to dive deep into a specific part of the customer journey like onboarding, product usage, or post-sale support. 

    Key Features: 

    • Narrow focus 
    • Detailed description of specific actions 
    • Metrics and KPIs for that particular stage 

    Lifecycle Maps 


    These are high-level maps that show the various stages a customer goes through in their lifecycle with a brand. 

    Use Case: 

    When you want a macro view of the customer’s relationship with the brand from initial awareness to potential advocacy. 

    Key Features: 

    • Broad phases like awareness, consideration, purchase, retention, and advocacy 
    • General touchpoints and channels 

    Persona-Based Maps 


    These maps are tailored for specific customer personas to reflect different journeys for different customer segments. 

    Use Case: 

    When your business has multiple target customer profiles with significantly different needs and behaviors. 

    Key Features: 

    • Specific to a customer persona 
    • Unique touchpoints, emotions, and pain points for that persona 

    How To Create a Customer Journey Map 

    Creating a Customer Journey Map is a structured process that involves several key steps. Below is a detailed, step-by-step guide to help you build an effective map. 

    Step 1: Define Objectives and Scope 

    The first step in creating a Customer Journey Map is to define its objectives and scope. What do you aim to achieve with this map? Is it for improving customer service, optimizing user experience, or perhaps increasing sales? Your objective will guide the subsequent steps, informing what data to collect and how to interpret it. 

    For example, if you’re an e-commerce business looking to improve website conversion rates, your objectives may include identifying pain points in the checkout process or understanding why visitors abandon their carts. 

    Step 2: Identify Your Customer Personas 

    Before you can map out a journey, you need to know whose journey you’re mapping. Create customer personas to represent different customer segments. These personas should be based on market research, customer interviews, and data analytics. Each person should have specific demographic information, behavioral traits, and needs. 

    For instance, for a health and wellness app, you may have two primary personas: “Healthy Hannah,” who is a fitness enthusiast, and “Beginner Ben,” who is new to the health and wellness space. The journey for each may be different, warranting separate maps. 

    Step 3: Conduct Research and Gather Data 

    Customer Journey Mapping should be data driven. Collect quantitative and qualitative data through customer surveys, interviews, web analytics, and customer feedback. Data should cover the customer experience across various touchpoints and channels. Make sure the data aligns with the personas you’re focusing on. 

    Example: If you’re a streaming service, you might analyze user behavior data to see at which points users are most likely to cancel their subscriptions. You could also run customer surveys to gather opinions on content diversity and user interface. 

    Step 4: List Customer Touchpoints 

    Identify all the touchpoints where customers interact with your brand. Touchpoints can be digital like websites, mobile apps, and social media, or physical like a retail store. It can also include customer service interactions through phone, chat, or email. Lay these out in a chronological order, from initial contact to long-term relationship stages. 

    Example: For an airline company, touchpoints could include booking a ticket online, receiving a confirmation email, checking in at the airport, boarding the plane, in-flight service, and post-flight surveys. 

    Step 5: Develop the Timeline 

    Build a timeline to represent the chronological journey that customers go through when interacting with your brand. This timeline will serve as the backbone of your Customer Journey Map, and it should align with the lifecycle stages relevant to your business, such as awareness, consideration, purchase, and loyalty. 

    Example: For a software-as-a-service (SaaS) company, the timeline might start with the “Awareness” phase, move through “Free Trial Signup,” “Onboarding,” “Subscription,” and finally to “Renewal” or “Churn.” 

    Step 6: Map Customer Emotions and Pain Points 

    Document how customers are feeling at each touchpoint. Are they confused, delighted, or frustrated? Alongside, mark down any pain points or hurdles that customers might face at different stages. This emotional mapping can help you identify areas that need improvement. 

    Example: At the checkout stage of an online retail website, customers might feel frustrated due to a complicated checkout process, leading to cart abandonment. 

    Step 7: Identify Opportunities and Moments of Truth 

    Moments of Truth are critical points where customers make significant decisions about continuing or ceasing their relationship with a brand. Identify these, along with opportunities for exceeding customer expectations. 

    Example: A hotel chain might identify the check-in process as a Moment of Truth and realize that offering a quick and personalized check-in can significantly improve customer satisfaction. 

    Step 8: Add KPIs and Metrics 

    Attach relevant Key Performance Indicators (KPIs) to different stages or touchpoints of the customer journey. This will allow you to quantitatively measure the effectiveness of your strategies. 

    Example: For a mobile app, KPIs might include download rates, in-app purchase volumes, and customer retention rates over specific periods. 

    Step 9: Validate and Refine 

    Before finalizing your Customer Journey Map, validate it through additional customer interviews, A/B testing, or by sharing it with stakeholders for feedback. Refine the map based on these insights. 

    Example: After sharing the map with the customer service team, you might discover that you’ve overlooked some minor yet significant touchpoints related to customer support. 

    Step 10: Implement, Monitor, and Update 

    Once validated, start implementing the changes and strategies you’ve identified. Monitor the impact using the KPIs you’ve set. Customer Journeys are dynamic; they change over time as customer behavior, preferences, and technology evolve. Make sure to regularly update the map to reflect these changes. 

    Example: After implementing a simplified checkout process based on your map, closely monitor cart abandonment rates to gauge if the changes are positively affecting customer behavior. 

    Best practices for Customer Journey Mapping 

    Customer journey mapping provides invaluable insights into the end-to-end experience customers have with your company. But to maximize its value, it’s important to follow key best practices when developing your customer journey maps. Here are some best practices to ensure that your Customer Journey Mapping efforts yield insightful and actionable results. 

    1. Involve Cross-Functional Teams 


    The customer journey touches multiple departments—sales, marketing, customer service, product development, and more. Involving a cross-functional team provides a 360-degree view of the customer experience, making the map more comprehensive and accurate. 


    During the mapping process, representatives from customer service provide insights on common complaints, someone from marketing to talk about customer acquisition channels, and team members from the product department to discuss usability. 

    2. Base It on Data, Not Assumptions 


    Your map should be grounded in real-world data to be truly representative of your customers’ experiences. Rely on customer surveys, interviews, behavioral analytics, and other data sources for an accurate depiction. 


    If you assume that customers find your website intuitive, but analytics show high bounce rates on key pages, your assumptions could lead to misguided strategies. Use data to pinpoint issues and validate your findings. 

    3. Make It Customer-Centric 


    The main focus of the map should be the customer, not the business. Ensure that customer needs, emotions, pain points, and behaviors are at the forefront. 


    Instead of focusing on how you can upsell or cross-sell at various touchpoints, consider how the customer derives value at each stage and tailor your strategies accordingly. 

    4. Segment Customer Personas 


    Not all customers are the same. Segmenting customer personas can help you create more targeted and relevant journey maps. 


    If you’re a travel agency, the journey of a solo budget traveler will differ from that of a luxury family vacation planner. Separate maps for each person would provide more accurate insights. 

    5. Utilize Storytelling Techniques 


    A Customer Journey Map should not just be a collection of data points; it should tell a story from the customer’s perspective. Storytelling can make the map more relatable and easier to understand. 


    Use quotes from customer interviews, photographs, or even customer-created content to enrich the narrative of the journey. 

    6. Identify Emotional Highs and Lows 


    Emotions drive behavior. Understanding the emotional journey of the customer can provide deep insights into what makes or breaks their experience. 


    If customers feel anxious while waiting for a service, consider strategies like providing real-time updates to alleviate their stress. 

    7. Highlight Moments of Truth 


    These are key instances in the customer journey where customers form strong impressions about the brand, positively or negatively. Identifying these can help you know where to concentrate your efforts. 


    In an e-commerce journey, the ease of the returns process could be a Moment of Truth affecting future engagement. 

    8. Keep It Up to Date 


    Customer preferences, technologies, and market conditions change. Your map should be a living document that is updated regularly to remain relevant. 


    If a new social media platform becomes popular among your target audience, it should be incorporated into your existing customer journey map. 

    9. Use Visual Elements Wisely 


    Visual aids like icons, color codes, and graphs can make the map easier to interpret, but don’t overcomplicate it. The map needs to be readily understandable at a glance. 


    Use color gradients to signify emotional states—green for positive, red for negative—so that viewers can instantly grasp the emotional flow. 

    10. Make It Actionable 


    The ultimate aim of the Customer Journey Map is to drive change. Each identified pain point or opportunity should be tied to specific actions and KPIs for tracking effectiveness. 


    If the map shows that customers drop off at the payment stage, a recommended action could be to simplify the payment process, with a KPI of reduced cart abandonment rates. 


    Mapping the end-to-end customer journey is a valuable exercise that can uncover key insights about your customers’ motivations, pain points, and emotional states throughout their experience with your company. By detailing each step of the customer’s journey and walking in their shoes, you can identify opportunities to improve processes, troubleshoot issues, and design a top-notch customer experience.

    The free printable customer journey map template included above provides a framework to help you get started documenting your customers’ journeys. Customize the template to suit the journey you want to map for your business. Focus on capturing detailed actions, thoughts, emotions, pain points and ideas. Refer back to your map anytime you need inspiration for improving your customer experience. Journey mapping is an impactful exercise that builds game-changing empathy. With the tools provided, you’re ready to dive in and map out your customer journey! 


    Who Should be Involved in Creating a Customer Journey Map? 

    Ideally, cross-functional teams including marketing, sales, customer service, and even product development should be involved. The more perspectives included, the more comprehensive and useful the map will be. 

    How Often Should a Customer Journey Map be Updated? 

    The frequency of updates depends on various factors like changes in customer behavior, introduction of new touchpoints, or changes in business strategy. It’s generally good to review the map at least annually. 

    Are there Tools for Creating Customer Journey Maps? 

    Yes, there are various software tools available for creating Customer Journey Maps. These tools often include templates, analytics, and collaboration features. However, a basic map can also be created using common applications like PowerPoint or Excel. 

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    Betina Jessen

    Betina Jessen

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