Customer journey map templates: 5 examples to inspire you

Each customer wants to gain only a pleasant experience while dealing with a brand, reach their goals, and leave satisfied with the service to return later for another purchase. Let’s find out which tools can help you to serve your customers perfectly and only expand the client base.

Customer journey map templates: 5 examples to inspire you

Let’s reveal a secret

When clients visit your accounts on social networks, the website, or make a phone call, this means they are up to something. For example, to make a purchase, sign up for a newsletter, get a discount, find answers to their questions, or anything else. 

You can analyze all their actions, predict emotions and behavior and create a customer journey map. It serves to illustrate possible actions, feelings, thoughts people have while dealing with your business. Briefly said, mapping a customer journey means the process of a visual outlining the whole complicated way a person goes from a prospect to a buyer.

Which elements does a typical customer journey map include?

Generally, it consists of the following elements:

  • Major events (or touchpoints) happening with a consumer when interacting with a company

  • Customer motivation and goals they want to achieve

  • Behavior patterns

Its primary goal is not to build a timeline, but to illustrate what typical clients feel, do, think, and find difficult while dealing with a brand. Gathering all this information and presenting it in the form of a table, chart, or scheme will improve a team’s understanding of its target audience.

Which benefits can it confer to a company?

The whole process of purchasing is complicated and starts long before a client opens your website or visits your store. This journey involves many phases, starting from a trigger that causes people to think they need to do something - buy, subscribe, consult, or read - and ending with acquiring a pleasant or unfavorable experience. Consumers make lots of small decisions while dealing with your brand. That’s why it’s essential to guide them in this challenging way, encouraging them to make rational decisions and experience only positive emotions.

With a customer journey map, it’s really easy to do. Bearing in mind your customers’ needs and wishes and possible actions they may perform, you can narrow your focus and deliver the right resources at the right moment. So what benefits can this helpful technique bring?


Get to know your target audience

Keeping in touch with your clientele, you get a clear view of your current and potential buyers along with an understanding of their moves along the whole sales cycle.


Foster more positive experiences

With a clear understanding of your audience, their wishes, demands, and needs, you can easily fill in the gaps between your offer and their expectations. Moreover, by doing so, you can emphasize your strengths and polish your weaknesses.

Structure major touchpoints

By observing the most common touchpoints with a buyer persona, you get insight into your clientele’s behavior and the reasons for their certain actions.


Grow your client base

If you have a website that is easy to use and to navigate and allow yourself to invest in its intuitive design, you grow the audience reach by providing even the less technically savvy people and those with disabilities, with the possibility to engage with your content and make online purchases.

Provide omnichannel communication

This technique also helps to adapt and develop a customer-centric approach, carry out more accurate retargeting across various communication channels, and get certain benefits from the mere-exposure effect.


Clients achieve their goals

When people get in touch with your company or the customer support team, and your specialists help them resolve their issues easily and quickly, you enhance client satisfaction and build their trust and loyalty toward your brand.


Boost customer retention

A well-thought-out customer journey accounts for after-purchase experiences. You can use the accumulated data of why and when the clients or prospects leave to put the effort into returning them and preventing a possible future customer churn.

Speed up the sale cycle

A thorough analysis of your sales cycle can help to spot areas of redundancy and skip unnecessary steps in the process of cooperation with a client to make the way from the first visit to the final purchase much shorter.


Develop your company

Customer journey maps are brilliant companions in defining your business goals, aligning stakeholders, enticing new prospects, encouraging permanent progress, and outperforming major rivals and competitors.

6 simple steps toward an ideal map

Although customer journey maps all serve one purpose, it’s impossible to find two similar ones. They can be fairly simple or huge and complex, depending on your company and what you offer. Hence, before starting to compose one, you need to prepare a little.


Must-have elements to include:

  • The process of purchasing

  • Client’s actions

  • Emotions

  • Existing pain points

  • Solutions


A customer journey map traditionally includes the most significant milestones consumers reach while dealing with your company. Along with them, there are some fundamental steps you can take to visualize their path from being an ordinary visitor to your customer. Let’s dive right in!

Define your major goal

The initial step is to set a straightforward objective for a map. Without a goal, it will be challenging to analyze whether your customer journey map will influence your clients and business. 


Ask yourself the following questions:

  • What goals should it accomplish?

  • What is it specifically about?

  • Why do I exactly create it? 


To carry out this task easier, think of the product or service you want to use the map for. Additionally, identify current and potential buyers to tailor specifically to that audience at each stage of their customer journey.

Profile your target personas and their objectives

After deciding on your goal, you should conduct persona research. A buyer persona represents an imaginary client which represents your typical consumer with all their psychological and demographic characteristics. When working on this step remember to reach out only to your current clients and prospects who are interested in purchasing the products of your company and who have interacted with your brand or plan to start.


The most effective ways to collect meaningful customer data are:

  • Arranging user testing

  • Sending questionnaires

  • Conducting interviews

  • Talking to team members who interact with clients on a regular basis

  • Analyze clients feedback and complaints

  • Monitor social media to find comments about your company

  • Collect Net Promoter Score (NPS) data


Research process elements requiring special attention:

  • How clients usually find your brand

  • How user-friendly your website is to use

  • Cases when customers make and cancel purchases

  • Problems your brand (un)successfully solved

Enumerate all the touchpoints (including pain points)

Consumer touchpoints comprise the majority of a customer journey map. They represent how and where clients and prospects interact with your brand. After finishing the persona research, make a list of all the touchpoints using which customers and prospects contact your business.

When doing this, analyze the number of actions users do on your website. If there are few, this may show they’re quickly bored and leave it without accomplishing their goals. But if there are too many, this may be a signal that your website is overly complicated and its users have to perform several actions to achieve the desired result.

On the whole, if you gather all the touchpoints, you’ll grasp all the secrets of customer journeys: their objectives and ease.

Where to look for touchpoints and pain points:

  • Social media: company’s accounts in social networks, channels on messengers, etc.

  • Email marketing: number of replies, performed actions, feedback

  • Third-party mentions, reviews

  • Paid advertising: the reactions, actions, number of purchases after ads

  • Google search results: number of pages where your brand is mentioned, reviews on Google Maps, traffic check on Google Analytics

When you gather the touchpoints, start arranging them on your new customer journey map.


Analyze the resources you already have and some that need to be acquired

A typical customer journey map includes everything you can offer your clients. It’s going to touch on almost every part of your business, highlighting all the resources you possess. That’s why it’s crucial to understand which resources are available and which need to be acquired to improve the customer’s experience.

Let’s consider the following example:

After finishing a map, you understand there are some flaws in the organization of your company's marketing campaign. There are not enough resources for advertising, and it doesn’t influence a vast audience. With the help of the map, you can advise the marketing department to adjust its strategy and utilize additional channels to expand the audience outreach. 

Thanks to modern technologies, you are capable of making this process easier and always be aware of your resources, keeping in touch with your team. Such apps for online meetings and remote collaboration, like Whoosh, Zoom, or Slack, can easily connect you with any department in your company. Then, just talk to the right people and overcome any problems. 

After analyzing your resources and implementing the necessary changes, you can add new tools to your map. This will help to accurately predict their influence on your business, its further development and also drive outsized value. This will convince decision-makers and gatekeepers to invest in your brand, make purchases, and spread information about your business.

Imagine yourself as a customer and undergo your own journey

The work can’t be finished without analyzing the results. After constructing the map, you should be able to answer the following questions:

  • How many people visit the website without making a purchase?

  • How can you better support your clients?

  • Has customer satisfaction increased?

  • Has the number of purchases increased?

  • How many users leave the website without accomplishing their goals?

To carry out comprehensive market research, it can be really helpful to see the situation from the customer's perspective. Just go through the map once again, imagining yourself as a person who wants to interact with this company and make a purchase or find necessary information. Is it easy to do? Or does it require too many extra actions? Then change a hypothetical persona to another one and undertake a journey once again.

If finding a proper solution is easy and can be carried out in a couple of taps, you can congratulate yourself - you’ve done a great job! Now people will quickly find solutions to their problems.

Double-check everything and make necessary changes

Look through the result once again. Imagine a perfect website. Compare it with your map. Make necessary changes. Repeat. What can be required to change? Maybe, it’s the consumer persona, or several touchpoints, or any strategy you wanted to apply. Just make the map correlate with your customers’ needs and wishes. See your offer, website, or product with their eyes. How would you want it to look? What would you like to change? 

Another crucial thing to remember is that any customer journey map needs to be reviewed and renewed at least once a month. The world is changing, so are your clients. Always be ready to adapt to those changes. Hold questionnaires to get to know whether your customers are still satisfied with their journey. Keep social media in sight to be ready for updates and upgrades.

Types of customer journey map templates with the best examples to inspire you

B2B (business to business) customer journeys

The first on our list is a popular basic customer journey map. It concerns businesses that sell to other businesses or B2B for short. This process is rather challenging and can take longer to finish. Consequently, the map is long and complicated as well. 

If you’re new to creating this type of map, the best way is to compile a clean, basic chart without large and difficult diagrams. The major difficulty you may encounter is that the buyer is not an individual. Traditionally, during negotiations with other businesses, you deal with a group of people or even the whole department. Still, the final decision rests with a single person.


The major points to bear in mind while working on a B2B customer journey map template:

  1. Be clear and straightforward. Do not overload a map with complex data, schemes, charts, and undecipherable diagrams. The map should be easy to read and follow for every team member.
  2. Don’t spend time on unusual designs just to make a map look stylish and cool. Being simple and following traditional color patterns is always a more practical way.
  3. Remember that your target audience is more than one person. Take this into account while working on a map.


Current state customer journey maps

Among the most popular customer journey map examples, this one takes second place. It contains all the information about your company’s current condition and includes:

  • Actions performed by people while visiting your website, social networks, or a store
  • Emotions customers feel while interacting with the brand
  • Thoughts they have while dealing with your company

This type of customer journey mapping helps to analyze a company’s strengths and weaknesses at the current stage of development. They indicate how a customer interacts with a brand, what they do, feel, and experience. By working on such a kind of customer journey mapping, you can easily identify the spheres that require improvement and areas where clients encounter any problems. 


Several tips on how to make a good customer journey map:

  • Analyze what you’ve already accomplished and what you expect from your business in the future.
  • When creating a journey map, just follow the steps an existing customer takes (customer lifecycle) during their journey: search, awareness, options consideration, buying decision, feedback, or after-purchasing behavior.
  • Try imagining situations with negative outcomes that customers experience and turn them for better results in future planning.
  • Don't forget about customer pain points - they play an important role in the existing customer journey.


SaaS (software as a service) customer journey maps

SaaS is a way of delivering software and hardware via the Internet. Users don’t have to directly install it, after purchasing all the services are available over the Internet. 


Four stages of the customer SaaS journey to keep in mind:

  • Onboarding: the start of a customer journey. It should be enticing and make a good impression.
  • Adopting: this stage concerns starting out using a product.
  • Renewing: the process of renewing the subscription.
  • Growing: expanding the clients base. 

This type of mapping is quite different from others because a customer journey continues after making a purchase. The primary goal for a seller is to do everything to make a client gain only a positive customer experience and, in turn, renew the subscription and use the software as long as possible. Hence, it’s crucial to illustrate this process while creating a customer journey map.

Digital learning customer journey maps

It often happens that your clients want to find some information or get online education. Then the journey a customer goes through looks a bit different because you offer a long-lasting service with a larger number of interactions between a client and a provider.


There are two possible ways of interaction different in used communication channels:

  • Request for information: usually, it includes a single action - a call, an email, or a message to get information about something. Then, the map is going to be simple and small. Add a corresponding communication channel and make sure you provide only an enjoyable customer experience.
  • Request for virtual learning: it’s a more complicated process, requiring much time to complete. Consider an online learner the same way as an average buyer. The key difference is that this type of customer journey will not end with a purchase but with a learning experience. The main goal is to provide quality service for a client to bring new prospects.


Purchasing customer journey maps

Most companies sell something - goods, services, experiences, etc. It doesn’t matter whether your store is real or online, making an effective customer journey map is crucial. Fortunately, there are no considerable differences between this type and others. You should also include customers’ emotions, actions, thoughts, and behavior. Typically this map includes three stages - awareness, consideration, and final decision. That’s why if you have no or little experience with composing such a map, describing only these three stages can be enough.


Several helpful tips:

  • Try creating two kinds of maps - for new buyers and for returning buyers. Comparing their behaviors, you may notice similar or different outcomes that can be helpful for planning the customer lifecycle.
  • Take account of the fact that one person may behave differently every time they visit your store. 
  • Remember that a customer journey starts long before a person comes to you. A long process of decision making and choosing a store to visit precedes the major part of actual purchasing.

Useful tools that speed up journey mapping


UXPressia is a cloud-based application developed specifically to make the customer journey mapping process quicker, simpler, and more enjoyable. It’s ideal for visualizing, sharing, improving, and representing how customers interact with a certain company and which pain points and touchpoints connect them with it. Working on this app, users can create a perfect marketing strategy that will boost sales, provide a more satisfying customer experience, and attract new clients. 


Its key features are:

  • Online collaboration with multiple team members
  • A wide range of integrations with third-party services
  • Intuitive interface with a drag-and-drop feature
  • Creation of a customer persona
  • Impact map builder
  • Built-in customizable templates 



A free plan is available, the subscription starts from $16/month.


Lucidchart is another popular tool for crafting journey maps tailored to bring only a positive customer experience. It offers a broad range of features for a visual representation of a buying path of an average customer. The interface looks similar to classic Microsoft Office tools, so if you’re a fan of this developer, there will be nothing challenging in familiarizing yourself with its basic functionality.


Its key features are:

  • Customizable customer journey design templates 
  • A wide choice of formatting tools
  • Specific personas targeting
  • User-friendly interface
  • Sharing feature



A free plan is available, the subscription starts from €8.95 per user/month.


Microsoft Visio

Microsoft Visio is a part of the Microsoft Office family. It’s an app for working with flowcharts and diagrams, which makes it perfect for creating customer journey maps. It offers intuitive software that allows crafting simple and more complex consumer data diagrams, applying an extensive range of tools - from different kinds of shapes to 3D objects. 


Its key features include:

  • Data Visualizer that converts data from Microsoft Excel into Visio diagrams
  • Integration with Microsoft Word, PowerPoint, and other products
  • Simple collaboration with other team members
  • Dozens of built-in templates, starter diagrams, and stencils
  • Easy and secure sharing 



The desktop version: $299-$589, the web version: $15/month.

Free customer journey mapping templates to try

Compiling customer journey maps has become extremely popular and is used along the entire organization lifecycle both at strategic and operational levels. Usually, it requires the whole team to create a customer journey map. To help you make the process of user journey mapping easier and get your bearings faster we’ve prepared a couple of simple customer journey map templates. Take a look:


1. Current state template

Customer Journey: 

Current state

Phase 1

Phase 2

Phase 3

Phase 4

Phase 5

Customer thoughts & feelings


Customer actions


Customer touchpoints


Proposed changes



2. Purchasing template

Customer Journey:

Purchasing template

Awareness Stage

Consideration Stage

Decision Stage

What is the customer thinking or feeling?


What is the customer’s action?


What or where is the buyer researching?


How will we move the buyer along his or her journey with us in mind?



3. Digital learning template


1) Request for information

Customer Journey:

Request for information

Stage 1: identify information need

Stage 2: look for information

Stage 3: find information

Stage 4: seek help



Feelings & needs


Potential opportunities for improvement



2) Request for e-learning

Customer Journey: Request for e-learning

Stage 1: Notice

Stage 2: Commit

Stage 3: Learn & Practice

Stage 4: Repeat & Elaborate

Stage 5: Reflect & Explore

Stage 6: Sustain over long-term





Desired outcomes


Pain points




Final words

What are you waiting for? There’s no better time to start creating your first customer journey map than today! After all, you’ve already found out all the steps this process usually takes, types of maps, and several templates that help to begin. 

Yet, mapping a buyer's journey is just the initial step. After finishing it, start integrating the map with your business model, content, ads, and deliverables to provide nothing but pleasant customer experiences. 

If you were attentive enough, you should have remembered that the customer journey starts long before they contact you or navigate to your website. And it ends only when a person stops being your client. That’s why it’s not enough to just compile a map, apply it a couple of times and forget about its existence. You should come back to your journey maps every few months to see if they are still relevant. And remember to regularly conduct market research.

If our examples are not enough for your needs, look through customer journey mapping examples of famous businesses to get inspired and better comprehend their concepts.

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