customer journey free template

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.

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!

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:

The future state customer journey mapping template:

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

An 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.

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.

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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.

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

Updated: April 17, 2024

Published: May 04, 2023

Did you know 70% of online shoppers abandoned their carts in 2022? Why would someone spend time adding products to their cart just to fall off the customer journey map at the last second?

The thing is — understanding your customer base can be very challenging. Even when you think you’ve got a good read on them, the journey from awareness to purchase for each customer will always be unpredictable, at least to some level.

While it isn’t possible to predict every experience with 100% accuracy, customer journey mapping is a convenient tool for keeping track of critical milestones that every customer hits. In this post, I’ll explain everything you need to know about customer journey mapping — what it is, how to create one, and best practices.

Table of Contents

What is the customer journey?

What is a customer journey map, benefits of customer journey mapping, customer journey stages.

• What’s included in a customer journey map?

The Customer Journey Mapping Process

Steps for creating a customer journey map.

• Types of Customer Journey Maps

Customer Journey Mapping Best Practices

• Customer Journey Design
• Customer Journey Map Examples

Free Customer Journey Map Templates

Free Customer Journey Template

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

• 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

Many businesses that I’ve worked with were confused about the differences between the customer’s 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 customer awareness 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 of considering, evaluating, and purchasing a new product or service.

The customer journey refers to your brand’s place within the buyer’s journey. These are 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, you’re taking control of every touchpoint at every stage of the journey instead of leaving it up to chance.

For example, at HubSpot, our customer’s journey is divided into three stages — pre-purchase/sales, onboarding/migration, and normal use/renewal.

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 .

This has templates that map out a buyer’s journey, a day in your customer’s life, lead nurturing, and more.

These templates can help sales, marketing, and customer support teams learn more about your company’s buyer persona. This will improve your product and customer experience.

2. Set clear objectives for the map.

Before you dive into your customer journey map, you need to ask yourself why you’re creating one in the first place.

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

If you don’t have one, I recommend creating a buyer persona . This persona is a fictitious customer with all the demographics and psychographics of your average customer. This persona reminds you to direct every aspect of your customer journey map toward the right audience.

3. Profile your personas and define their goals.

Next, you should conduct research. This is where it helps to have customer journey analytics ready.

Don’t have them? No worries. You can check out HubSpot’s Customer Journey Analytics tool to get started.

Questionnaires and user testing are great ways to obtain valuable customer feedback. The important thing is to only contact actual customers or prospects.

You want feedback from people interested in purchasing your products and services 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, I recommend narrowing your focus to one or two.

Remember, a customer journey map tracks the experience of a customer taking a particular path with your company. 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.

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, if I were to view a display ad, interact with an employee, reach a 404 error, or leave a Google review, all of those interactions would 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. These touchpoints can help uncover opportunities for improvement in the buying journey.

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 customer journey map because it provides insight into your customers’ actions.

For instance, if they use fewer touchpoints than expected, does this mean they’re 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 help you understand the ease or difficulties of the customer journey.

Aside from your website, you must also look at how your customers might find you online. These channels 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.

At HubSpot, we hosted workshops where employees from all over the company highlighted instances where our product, service, or brand impacted a customer. Those moments were recorded and logged as touchpoints. This showed us multiple areas of our customer journey where our communication was inconsistent.

The proof is in the pudding — you can see us literally mapping these touch points out with sticky notes in the image below.

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

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11 Free Effective Customer Journey Map Templates

Praburam Srinivasan

Growth Marketing Manager

February 13, 2024

Creating an effective customer journey is essential to the success of any business.

It takes careful planning and consideration, as well as a deep understanding of your customer’s needs and preferences. But it doesn’t have to be daunting. With the right tools and templates, you can craft an exceptional customer experience that will keep them coming back for more.

One such tool is customer journey templates, which provide businesses with a structured approach to creating their buyer journeys.

In this article, we’ll explore what customer journey templates are and what makes a good template. Then, we’ll look at 11 examples of great customer journey templates so that you can see first-hand how tools help create great experiences for customers throughout their entire lifecycle.

What is a Customer Journey Map Template?

What makes a good customer journey mapping template, 1. clickup customer journey map template, 2. clickup agency client health tracker by zenpilot, 3. clickup user story mapping template, 4. clickup empathy map whiteboard template, 5. clickup customer success plan template, 6. clickup voice of the customer template, 7. clickup customer problem statement template, 8. clickup customer onboarding template, 9. clickup customer service escalation template, 10. slidesgo powerpoint customer journey mapping template, 11. sidesgo google slides customer journey map template, how to create a customer journey map.

A customer journey map visually represents the customer experience from start to finish. It’s similar to a project management tool , except that it helps businesses understand how different parts of their customer journey contribute to buyers’ satisfaction and loyalty. A customer journey map templates are pre-designed versions of these timelines that give users a solid place to start from.

Typically, a customer journey map template will include key steps in the customer lifecycle, such as onboarding and follow-up . It will also include key metrics such as customer satisfaction and net promoter score, which can help inform decision-making when it comes to refining the customer experience.

By using a template as part of your standard operating procedures to plan out your customer journey, you can quickly gain insight into how different touchpoints are performing and identify areas where improvement is needed. This can then be used to shape your company’s work habits around delivering an exceptional customer experience.

Additionally, templates provide a starting point for businesses that do not have the resources or in-house skills to design their own customer journey map from scratch.

Bonus: SOP software !

If you’re looking to create a fantastic customer journey, having a good template is the key. A stellar customer journey should be both enjoyable and informative, allowing your customers to feel knowledgeable and empowered throughout the entire process.

Likewise, a good customer journey template should be easy to follow and utilize, offering a structure that makes sense for both you and your customers.

• Has clearly defined stages: A good customer journey template should have clear and distinct stages that represent the various touch points or interactions the customer has with your business.
• Shows the customer perspective : The template should be designed from the customer’s perspective, highlighting their needs, expectations, and pain points at each stage of the journey.
• Represents graphically: The template should be visually appealing and easy to understand. A visual representation of the journey can help to identify areas where the customer experience could be improved.
• Is flexible and customizable: A good customer journey template should be flexible and customizable to accommodate different types of customer journeys across different industries or businesses.
• Includes metrics and feedback: The template should include business metrics that measure the success of each stage of the journey, as well as feedback mechanisms that capture customer feedback and suggestions for improvement.
• Facilitates collaboration: The template should facilitate collaboration between different departments within your organization to ensure a consistent and seamless experience across all customer touchpoints.

With a solid template and a customer journey mapping tool , you can create a customer journey that not only meets but exceeds your customers’ expectations. And having that set roadmap to follow will make the process easier and more efficient than ever before.

11 Free Customer Journey Map Templates

Customer journey templates are a powerful tool for mapping out the customer journey, as they provide a concise visual representation of the touchpoints a customer has with your business. These templates can help businesses better understand their customer’s experience, and make data-driven decisions to improve it.

Because every business’s customer journey will look a bit different, we’ve rounded up 11 of our favorite journey templates for various use cases.

If you’re trying to decide where to start on your customer journey mapping, why not keep it simple with ClickUp’s Customer Journey Map Template ?

This whiteboard-style template lays out the customer’s lifecycle from start to finish. It offers question prompts on customer actions, touchpoints, experience, and solutions, and breaks the journey into three main stages:

• Awareness: Stage 1 of the customer journey, where customers become aware of the business and its products or services.
• Consideration: The second stage of the customer journey, where customers begin to consider the business as a potential solution to their needs. At this stage, customers may begin to research the business and its products or services, compare it to other options, and evaluate its features and benefits.
• Conversion: The final stage of the customer journey, where customers make a purchase decision and become paying customers.

Each stage has 6 preloaded sticky notes underneath it, but the whiteboard workspace also allows you to add additional sticky notes, draw freehand, add shapes, arrows, and text, and include links to documents, websites, Figma files, and Google Workspace apps.

Overall, this template provides a comprehensive roadmap of the customer’s journey and helps businesses to brainstorm opportunities for improvement.

Stay ahead of your client’s needs and drive customer satisfaction with the ClickUp Agency Client Health Tracker from ZenPilot . This customizable template allows you to track the health of your customer relationships, manage account details, and more – all in one convenient location.

This template allows you to easily visualize your customer journey from beginning to end. Its customizable fields, user-friendly interface, and powerful tracking capabilities make it easy to manage your customer relationships and stay ahead of their needs.

The ClickUp Agency Client Health Tracker by Zenpilot includes:

• 8 pre-configured views
• 14 Custom Fields
• Built in activity tracking features

Customer journey mapping breaks down a user’s journey from awareness, consideration, and conversion into smaller pieces and stages, and then represents them on a visual map. This process enables businesses to gain a better understanding of the customer’s perspective and identify areas of improvement in the user experience.

If that’s something your company needs, ClickUp’s User Story Mapping Template is for you!

During the process of user story mapping, cross-functional teams work together to identify the different stages of the user journey. This can include identifying buyer personas, user activities, user steps, and more.

Our template utilizes the same whiteboard features as our Customer Journey Mapping Template , just with a different layout and pre-populated fields specific to story mapping.

• Functionality: All the flexibility of our regular whiteboard workspace. The ability to add or remove sticky notes, link out to documents and websites, add photos, shapes, arrows, and text, and even freehand draw.
• User guide: The steps on the left-hand side show you how to use the template, and there are premade sections for user activity, user steps, releases, and customer personas.

By creating a shared understanding of the user’s journey, businesses can develop more effective solutions and products that better meet their customer’s needs.

Empathy mapping enables teams to gain a more profound understanding of their buyers. Like a user persona , empathy maps represent a specific customer segment or profile. It is designed to help teams develop empathy and identify with their customers’ needs, feelings, thoughts, and motivations.

ClickUp’s Empathy Map Whiteboard Template allows team members to share insights and observations on their customers’ behaviors, experiences, and challenges. By using a user persona template and creating a visual representation of their customers’ perspectives, teams can develop a better understanding of their customers’ emotional and psychological states, ultimately leading to more customer-centered solutions.

The template features 6 sections designed to guide your understanding of your customer journeys:

• Think and feel: The customer’s worry and aspirations, what makes a difference to them, and what their mindset and character reveal about them
• See: The customer’s environment, market, and cultural preferences
• Hear: What influencers, friends/family, and boss/peers/co-workers are saying to the customer
• Say and Do: The customer’s behavior towards others, public attitude, and appearance
• Pain: The customer’s fears and frustrations
• Gain: The customer’s wants, needs, and measures of success

The Empathy Map Whiteboard Template is an essential tool for any team looking to understand their customers better. But it can also be used in-house for HR teams wanting to understand their employees better. Consider implementing empathy mapping into your HR software , or make mapping employees one of your HR goals .

Customer success is an essential aspect of maintaining and growing a loyal customer base for any business. A customer success plan is a critical tool that can help you provide an exceptional customer experience, leading to long-term customer satisfaction and loyalty.

ClickUp’s Customer Success Plan Template is an easy way to visualize critical customer information in a single place for streamlined efficiency and quicker customer support.

• Filter by status: Quickly view all customer information depending on where customers are at in your pipeline – either “onboarding,” “ongoing,” “retention,” “on hold,” “complete,” or “inactive”
• Quick view important customer information : Client name, phone number, email, location, service type, agreed upon pricing, progress percentage bar, and attachment to the contract
• Add subtasks: Add custom subtasks to the customer’s card, and visually check how many tasks have been completed just below the client’s name.

Using this template gives you a bird’s eye view of where each customer is at in your lifecycle, and which tasks still need to be completed for them to move along to the next stage. It provides accountability and oversight in a single view.

In today’s competitive business landscape, providing top-notch customer service is important for the success of any organization. To achieve this, you need to gain a deep understanding of your customer’s needs, expectations, and preferences. That’s where ClickUp’s Voice of the Customer Template comes in.

This template helps you gain insights into your customers’ experiences and improve your overall customer satisfaction. It captures customer feedback through various channels like surveys, case studies, social media, customer service interactions, and online reviews, then helps guide you toward finding a solution.

• Voice of the customer: This lets you put a soundbite of a customer’s review or feedback (ie, “This product is too difficult to use”)
• Customer need: Space to interpret what the customer is looking for that they aren’t getting based on the complaint (ie, “Customer needs instructions that are easier to understand”)
• Solution: Space to determine how you’ll meet the customer’s need (ie, “provide alternative instructions via video walkthrough and online recordings)

This “problem–need–solution” format can help you improve customer satisfaction and increase customer loyalty. When customers feel heard and see that their feedback is being acted upon, they’re more likely to become loyal to your brand and recommend your business to others.

There are numerous reasons why a product or service may fail to meet customer expectations. That’s why it’s so important to take the time to understand your customer’s challenges and problems. One way to do this is by using ClickUp’s Customer Problem Statement Template to capture customer issues and create strategies to solve them.

The customer problem statement template includes 5 sections:

• Customer profile: Where you’ll include a customer description and personal information to help identify the segments this customer fits into.
• Customer objectives: Where you’ll write what your customer hopes to accomplish with your product or service.
• Customer roadblocks : Where you’ll list any barriers standing between your customer and their objectives.
• Barrier root cause : Where you’ll identify what deeper issue is causing the roadblocks.
• Emotional impact: Where you’ll write your plan to target the pain points and help them reach their goals.

This template will help you clarify your customers’ frustrations and pain points to understand them better, improve business operations and products to meet customer needs, and educate your team so they can become more empathetic customer advocates.

An organized customer onboarding experience is essential for the success of both new clients and the company.

Good customer onboarding can lead to improved customer satisfaction, retention, upselling and cross-selling opportunities, and long-term brand loyalty. On the flip side, a negative experience can lead to customer frustration and churn. Use ClickUp’s Customer Onboarding Template to ensure your business reaps the benefits – and avoids the pitfalls.

The template offers 4 preset stages of onboarding (though, they can be edited to suit your needs):

• Welcome gift: The first stage includes sending a welcome email, present, and additional information to a new customer.
• Team assignment: The second stage includes assigning a person or team to manage and support the new customer.
• Onboarding Questionnaire: The third stage includes sending out a series of questions to the new customer, getting it back, and reviewing the responses.
• Onboarding Call: The fourth stage includes scheduling and running an onboarding meeting with the new customer.

Each stage offers fields for the new customer name, assignee, priority level, customer contact information, onboarding call date , services, and customer type, plus subtasks within each stage. Note that this template is specific to customer onboarding – but we have plenty of great resources on employee onboarding and welcoming new hires , too!

Providing excellent customer service can set a company apart from its competitors and create a loyal customer base. However, even the best customer service teams can face difficult situations that require escalation to higher levels of management. This is where ClickUp’s Customer Service Escalation Template comes in.

This template lets you see all customer service tickets in a single view, as well as additional views for tier support and team capacity. Tickets are organized by new tickets, Tier 1, Tier 2, and beyond, depending on the customer’s need.

Each support section has the following field to give your support team all the context they need to resolve customer issues.

• Task name: The subject of the issue or request in question (ie, “Product demo inquiry” or “refund status”).
• Custom task ID: To easily categorize, identify, and track support tickets.
• Assignee: To assign a particular support staff member to the request. Assignee data can be pulled later to assist in supporting staff performance reviews .
• Customer information: Including name, phone number, email, address, order ID, and support request message.
• Issue category: To help you identify the type of support the customer is requesting (ie, a refund, follow-up message, replacement, etc.).
• Attachment spots: Optional fields to capture images or files the customer provides, and to attach a copy of their receipt.
• Impact level: To determine how critical or urgent resolving this task is.

Handling customer service escalation requests in a quick and organized fashion can improve customer satisfaction, reduce customer churn, increase efficiency, improve communication, and provide valuable data for continuous improvement .

While we believe ClickUp provides the best customer journey templates possible, we know that sometimes, you don’t get to choose the software you use to conduct your business. For those who have to stick with Microsoft solutions, SlidesGo provides a Customer Journey Map Template to help you track your customer’s lifecycle.

This slide pack includes high-level, mostly visual templates to use in presentations, as well as a few more detailed journey maps that take you through the awareness, acquisition, service, and loyalty customer stages. This download includes:

• Wide variety of options: 30 different 100% editable infographics and customer journey maps
• Most common format size: Widescreen 16:9 format for all screen types
• User guide: Additional information and instructions on customizing the graphics

These templates are not quite as detailed or varied as the ClickUp options, but if you’re creating a quick slide deck for a presentation, they’re a perfect solution.

If your company uses Google Workspace and you’re required to keep your customer journey templates within the Google family, these SlidesGo Google Slides Customer Journey Map Templates are for you.

It’s important to have a complete understanding of your customer’s needs, opinions, motivations, doubts, and interactions with your product. This thorough analysis of the customer’s experience is a critical aspect of product development. This set of infographics was creed to help with these studies.

This download includes:

• Wide variety of options: 32 different 100% editable infographics and customer journey maps

These infographics are easy to use and can help elevate any presentation on customer experience studies. While they’re designed with Google Slides in mind, they can also be downloaded for use with Microsoft PowerPoint.

Related Customer Journey Resources:

• Client Management Software
• CRM Software Examples
• CRM Templates
• CRM Workflow

Now that you have a variety of templates to choose from, you may be wondering how to actually create a customer journey map. Here are some simple steps you can follow:

• Identify your target audience: The first step in creating a successful customer journey map is knowing who your customers are. Identify the demographics, interests, and pain points of your existing and potential customers. This will help you understand their needs and motivations.
• Map the stages of your customer journey: Next, map out the different stages that a customer goes through when interacting with your brand. These typically include awareness, consideration, purchase, retention, and advocacy.
• Gather data: To create an accurate customer journey map, gather data from various sources such as surveys, interviews, and feedback. This will give you a better understanding of your customers’ experiences.
• Create personas: Develop fictional characters that represent the different types of customers you have. These personas should be based on real data and help you empathize with your customers for a deeper understanding of their journey.
• Analyze emotions: Customers’ emotions play a crucial role in their journey map. Identify how they may feel at each stage of the journey and make note of any pain points or moments of delight. This can help you improve their overall experience.
• Plot the map: Finally, plot all the stages, touch points, and emotions on a visual map to get a clear understanding of your customer journey. This will help you identify areas for improvement and align your strategies with your customers’ needs.

Optimize Your Workflow with Customer Journey Templates

Customer journey templates are a valuable tool for businesses looking to efficiently map and track their customers’ lifecycles. By utilizing these templates, businesses can identify opportunities to improve the customer experience and stay competitive in today’s market.

We may be biased, but we think the easiest way to get started with customer journey mapping is by using ClickUp. ClickUp’s workspace lets you easily visualize your customer lifecycle, and our templates help you to quickly and intuitively organize it, whether you’re working solo or as part of a larger team. And when you do need to collaborate with other contributors, ClickUp makes getting feedback simple.

It’s free to get started with ClickUp, so give us a try today to see how a bit of planning upfront can maximize your production in the long run.

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Customer journey mapping 101 (+ free templates)

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.

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.

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."

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?

​​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 

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.

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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.

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Customer Journey Map Templates

Use this customer journey map to help visualize the key interactions of a customer's product experience, from initial discovery to purchase and customer retention.

Walk a mile in your user's shoes and plot out what problems and goals they have. Use this template to identify opportunities to improve things for your users!

Use this template to plot out engagement on a user’s journey with a product, service, or experience over time. Focus on the user’s emotions and consider how they may feel at various touch points.

User Journey Mapping is a common Design Sprint method that maps out a user’s experience step by step as they encounter your problem space or interact with your product. This method enables the team to get into the mindset of the user and illuminates pain points, identifying opportunities to create new or improved user experiences.

👋 Hey there!

Description.

Use this file as a template for story mapping.

What is story mapping?

Story mapping captures the user's journey interacting with a product from beginning to end. It is a great way to plan an MVP, prioritize new features, or just see how new features fit in with the overall user experience.

• Each step at the top corresponds to the user journey, what will the user be doing (example: "Shop for groceries")
• Items below that are steps that the user will take during that phase in the journey (example: "Browse groceries", "Add groceries to cart")
• Finally, the cards represent specific user stories- each user stories corresponds to one of the steps (example for browse groceries: "Search for groceries", "Filter options", "Sorting",)
• Prioritize more important items at the top
• Organize user stories into categories (i.e, MVP)

🚀 Duplicate, change to fit your needs

Reach out on twitter 🙃

I had created a user persona template while working on a project and thought It would be a good idea to share it in the community. This will atleast save some of your valuable time.

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Recreated this template for FigJam for my previous design template

This is FigJam version of original User Flow Diagram Template for Figma you can find here:

• User Flow Diagram Template (Dribbble)
• Video with instructions (YouTube)

Easily create user journey map with pre-built, auto-layout components.

This is the file we daily use at buzzvil , we update it frequently. Comments and suggestions are always welcomed!

We share a lot more free and neat resources :)

https://www.figma.com/@buzzvil

• UCM ready, add signal and related metrics for each stage of your user journey.
• Vecto only! No pixel here.
• Auto-layout and variants (Cmd+arrow key to stretch on Jam).

This template will help users unpack user stories and themes into a customer journey map and unpack it even further into an app map or app flow.

Watch how we use it here @ Headway

05/10 : Added video link into the file.

Winner - Favorite Ideation Templates for FigJam

This file delighted to WIN the Favorite Ideation Templates for FigJam category at the first-ever  Figma Community Awards 2022 

Big thanks to every single person who voted for me. file for the winner of the 2022 Figma Community Awards!

Hi, Figma launched Figma and I am very excited. I qucikly created this to test out Figjam and it's amazing. Like Figma Design, it's fast, simple, easy to use and beautiful. I know this file needs a lot of improvement so please leave your feedback in the comments box. Cheers!

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A simple and easy-to-use User Journey Map to help visualize the user's flow through your site or product.

Customer Journey Map compiles a series of user goals and actions your customers go through when engaging with your company, whether it is a product, a website, a retail store, a service, or any combination in between.

It combines two powerful instruments: storytelling and visualization.

Please feel free to leave any feedback you may have. Thanks!

User Journey Maps for Power Users

This is a carefully crafted Template with some smart Components to enable you to create your user journeys in a fast, effective and collaborative way.

Make sure to not miss our new Persona Template which will integrate smoothly with this!

The main purpose of this template is to enable

• Speed while creating journeys
• Visually appealing, beautiful maps people understand
• Collaboration across departments
• Auto-Layouts all the way!

What's included

• We typically see the need for approvals and sign-offs so you can add them
• Multi-Touchpoint support
• Pain & Gains
• Multiple types of Interactions

How to use it

• The Sample journey contains a fully expanded sample
• There a reduced story which showcases how to use this technique in a quick and fast manner

A simple User Journey Map template to synthesize and visualize your user's journey within a certain experience, taking note of the pain points and opportunities that arise in every step. 

Create user stories in real time with your team. Get everyone on the same page and have fun doing it!

Customer Journey Map Template

Free Resource

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

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:

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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 .

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

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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

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.

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.

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

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

Collaborative customer journey mapping tools

Easily plan and create customer journey maps in Miro. Exercise empathy, understand your user’s wants and needs, and build exceptional customer experiences.

Over 70M+ users love Miro.

Ready-made customer journey map templates

Design transformative customer journeys with templates for persona building, touchpoint maps, service blueprints, and more. Help your team quickly visualize, collaborate, and iterate on your customer experience, bringing in data and research to make the best-informed decisions.

Create a shared understanding, faster

Build highly visual and accurate maps that bring a customer’s humanity and experience to life with dynamically populated input, feedback, and data from various sources, like Amplitude, Looker, Blossom, Loom, and UserTesting. Record interactive walkthroughs with Talktrack so everyone can engage on their own time, with all the context on the board.

Easy to share and change

Give your team easy access to customer journey maps so they can leave feedback, ask questions, and make immediate changes as needed. Keep customer-centricity top of mind by embedding it everywhere your teams work (like Confluence) and it’ll always be synced to the latest version, or export your customer journey map as an image or PDF file for presentations.

Why people love Miro for customer journey mapping

Uncover possibilities.

Miro’s infinite canvas gives you the ability to collaborate across product teams and cross-functional stakeholders on customer journeys. It serves as a team hub for mapping and research, where you can plot your customer’s paths, visualize their journey, and gather insights all in one tool.

Empathy made easy

Make sure all voices are heard and tap into your team’s collective imagination to identify customer pain points, cultivate empathy, wireframe solutions, and ship innovative products  — all with Miro’s customer journey map tools.

Be the voice of the customer

Map your user journey step-by-step and truly understand the people using your product. Bring your team with you in this process and share your customer journey map across your organization. Become the customer advocate and ensure you add value to your product.

Quickly get started

Miro’s customer journey map tool helps accelerate your team’s processes by clearly visualizing journeys, touchpoints, personas, and more. Save time by crafting your customer journey map using one of our pre-made frameworks, or build one from scratch with our many editing tools.

Deliver better results

Make better-informed decisions by getting instant feedback and craft experiences that people will remember. Tag team members, receive comments, and gain more insights with Miro’s collaborative customer journey mapping tool.

Share it with everyone

Share your insights and be proactive by running customer workshops inside your organization. Use Miro’s collaborative features, such as the timer and voting, to help lead interactive sessions and engage your team. Offer the space and tools needed for blue-sky thinking.

Related templates

Customer Journey Map Template

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Customer Touchpoint Map Template

Identify opportunities and gain a competitive advantage.

Customer Problem Statement Template

Create a problem statement to understand your customer's point of view.

Voice of the Customer Template

Create standards to understand and improve your customer experience.

Customer Journey Mapping Template Pack

Easily create customer journey maps for projects of all kinds.

Experience Mapping Template

Bring a customer-centric approach to product development and branding.

More than just a customer journey map

Customer journey mapping in Miro is the perfect blend of structure and flexibility, so your team can seamlessly visualize, collaborate, and iterate on your user journeys. From workshops with product teams to client presentations, focus on what matters and build great customer experiences.

UX & Design

From brainstorming with your cross-functional squad to gathering feedback for iteration and reiteration, create product experiences that people love.

Research and Design

Embrace design thinking and collaborate on design sprints, customer journey maps, wireframes, and more. Transform the way your team builds products.

Strategic planning

Propel your plans from strategy through execution. Run engaging remote planning sessions, build visual presentations, and manage and track progress collaboratively.

Bring teams together and create everything you need to develop campaigns that delight customers and drive business forward — all in one place.

Wireframing

Create quick app and website wireframes, ideate on sticky notes, map user flows, and collect references. Do it all in real time with your team on one board.

Bring teams closer together and execute faster in a hybrid, collaborative Obeya room.

How to create a customer journey map with Miro

Define personas

Determine which specific customer segments or personas you want to focus on. Collect data and insights about their needs, behaviors, and preferences.

Identify touchpoints

Identify key stages of the customer journey listing the touchpoints. Detail the specific actions, emotions, and pain points customers experience at each stage.

Add context and insights

Integrate data from customer surveys, interviews, analytics, and other sources to enrich your understanding of customer behaviors and preferences.

Share and find opportunities

Identify opportunities to improve the customer experience. When ready, share with stakeholders for feedback and collaboratively draft an action plan to implement the findings.

Iterate and update

Embed the map where teams and stakeholders can easily find it. Regularly review and evolve the customer journey map as you gain more data, insights, and feedback.

Customer journey mapping tools FAQs

What makes a good customer journey.

To create a good customer journey map, make sure you add all the stages your user goes through by mapping every customer touchpoint and the phases they belong to. After you map out your customer journey, to know more about who they are, you can create a storyboard or dig deeper with an empathy map. Miro’s customer journey mapping software makes it easy to add other artifacts and maps to your board, so you can have a great overview of your customer journey and what influences your customer's experiences. It can get messy, and it’s ok! Once you have all the information you need in one shared space, it’s easier to craft your customer journey or create a new user journey map.

What are the components of a customer journey map?

In Miro’s customer journey mapping tool, you have the flexibility to add as many components as you’d like. In our template, we use the following: actions, touchpoints, customer thoughts, customer feelings, process ownership, and opportunities. Each component belongs to a customer journey stage and is added to the board. Some folks also add user research data and other tools, such as empathy maps or timelines.

Can I download or share my customer journey map?

Yes, you can download your customer journey map as an image or PDF file or share your board link with others. Embed the map everywhere your teams work, like Confluence or Notion and it'll always be synced to the latest version. The customer journey map can be treated as a living document, evolving according to your product evolution and need.

Discover more

The ultimate list of templates for understanding your customers

A field guide to customer journey mapping

3 steps to go from customer interviews to a customer journey map

Service blueprint vs. journey maps

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8 Free Customer Journey Mapping Templates and Examples

Published in: Journey Mapping / Last update: July 2020

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.

(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.

• 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.

(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.

(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.

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.

(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 .

(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.

• 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 .

• 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.

• 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.

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3 Steps of a successful Customer Journey Map – free template included

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If you’re in the 50% of the organizations planning to invest more in customer experience innovations, the first step is identifying the key touchpoints on your customer’s journey. Once you’ve identified those touchpoints, you can analyze each of them, identifying room for improvement to ultimately boost your customer retention.

Understanding the customer journey becomes much easier when laid out visually . This is where a customer journey map template comes into play. Use our free template and read on for a simple guide on how to complete it online.

What is the Customer Journey? [2023 updated]

A customer journey is a roadmap that highlights all the experiences a customer has when interacting with your company. This journey documents the full experience of being a customer. It starts with initial awareness all the way through to post-purchase retention and every side-step, backtrack and hurdle in between.

Generating a positive customer experience boils down to ensuring that they have an equally positive experience at every moment. Just one negative experience can undo other positive experiences throughout the journey.

What is a customer journey map?

The customer journey map is a visual story-telling aid that maps the experience of customers. Gain a better understanding of the buying experience by visualizing it through the eyes of your customers.

Use the map to illustrate the customer’s attitudes and feelings at each touchpoint. This information can be sourced from customer satisfaction surveys, customer support tickets and emails, product or feature requests, group discussions, or from staff who deal with customers regularly.

How to create a customer journey map using a template

There are a few important steps you need to take before you start filling in the template, to ensure your map is as accurate as possible.

Use template

Step 1: Information Gathering

Gather information you’ve already gathered through user research or feedback surveys. If you find that your data is lacking, delay your mapping until you have collected some more relevant, complete data through surveys or staff feedback.

This data is used to:

• Identify the main touchpoints at each of the five stages
• Gain preliminary insights and feedback
• Create a list of actions performed by your customer at each stage

Step 2: Create a user persona

A user persona is a fictional character that represents the goals and behaviors of your average user. If you haven’t created one yet, t his article will guide you through the process. You should include basic demographic information, as well as a description of their needs and goals, uses of your products, and pain points.

Step 3: Begin mapping

Now it’s time to open the customer journey map template and begin filling it in.

Sections of the customer journey map template

We’ve created a simple, easy-to-use collaborative template that you can use to create your own customer journey map.

The template is broken down into the five key stages on the customer journey:

• Awareness: advertising, social media, blogs, and emails.
• Consideration: website, FAQs, sales
• Acquisition: homepage layout, customer service, product range, photography quality, 
• Service: personalization, chat-bot interactions, load speed, payment options, packaging, postage, product quality and price.
• Retention: product quality, follow-up offers, loyalty memberships, returns process, reviews.

Pro tip: Run a quick Google search of your business to see all the pages that mention you. Then check your Google Analytics to see where your traffic is coming from.

Within each of these stages, you should consider the following questions in order to fully understand your customers.

Customer goals

What do users want to accomplish in this stage?

Customer actions

Describe which actions users need to do to reach the goals.

Touchpoints and channels

How do users get information to make a decision or reach goals?

Customer thoughts

What are users thinking or expecting during these actions?

Overall customer experience

What are the users’ feelings in this stage? (e.g.: happy, frustrated)

Pain points

What are the problems or negative experiences that users are facing in this stage?

Opportunities to improve

How can we help users to reach the goal? Identify opportunities that could be improved or insights.

Understanding the typical customer journey and being able to communicate it visually will greatly improve not only the experience of the customer but also your products and services.

Example of a customer journey map

Using the customer journey map template, we’ve created an example of the typical customer journey in an e-commerce store. Check it out below and use it to inspire your customer journey.

Now you’ve created your customer journey map in Conceptboard, share it with your marketing and sales departments, customer service staff, managers and key stakeholders. Anyone who is involved with customers has the ability to act on this information to improve your customers experience .

Keep learning

If you’re interested in learning more about customer experience, read about the Customer Persona ,  Customer Empathy Map and the Value Proposition canvas .

Conceptboard is the perfect canvas for your team to collaborate together on, wherever you are in the world. Give it a try for free today.

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5 Comments . Leave new

Thank you. Customer Journey map is great tool. How can I get this map as template in Conceptboard?

Hi there, I am glad you found this article very useful! Unfortunately, I cannot make this board public, so you cannot use this as a template. Definitely a good idea to keep in mind for future articles. Thanks!

I just wanted to let you know that this board can now be found as a template. Check out the Mapping out a Customer Journey: Part 2 + Template blog post and find the template! Try it out and let me know what you think!

Thanks a lot for posting this. I found this very informative. Excellent job.

Very insightful as well as reflective. Well said and very helpful tips.! Thank you so much!

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Customer Journey Map Templates

Stunning customer journey map templates that can attract audiences

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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.

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• How to Write Effective Customer Service Emails [10 Free Templates] 

• Service CRM
• Customer Service

Customer service emails are a crucial touchpoint for building trust and fostering loyalty. But with frustrated clients and limited space, how do you craft responses that truly resonate?  

This blog post dives into best practices for crafting effective emails, including templates to get you started! 

Understanding the Basics of Customer Service Emails 

The cornerstones of effective customer service emails are Clarity , Care , and Courtesy . 

Clarity and concision  

Jargon and overly complex sentences leave customers confused and frustrated.  Use plain language, break down technical details, and ensure your message is easy to understand. Bullet points and numbered lists can be helpful for summarizing key information. 

Addressing needs and concerns 

Put yourself in the customer’s shoes. Read their email carefully and identify their main concern.  Focus your response on resolving that specific issue, acknowledging their frustration, and offering solutions. Don’t send generic responses – personalize your message to show you’ve heard them. 

Setting the right tone and maintaining professionalism 

Even in difficult situations, professionalism is key.  Use a courteous and respectful tone throughout the email. Avoid accusatory language or overly casual slang. Empathy goes a long way – acknowledge their feelings and show you care about their experience. 

By mastering these principles, your customer service emails will transform from sources of frustration to opportunities to build trust and lasting customer relationships. 

In the next section, we’ll discuss how to structure your customer service email to bring home the point while being empathetic towards the customer’s concerns. 

Structuring Your Customer Service Emails 

The four main sections in a customer service email are: 

• Subject line 
• Greeting and introduction 
• Body of the email 
• Closing and sign-off 

Here are the best practices to follow to write the effective email. 

Best practices for writing a subject line in a customer service email 

• Aim for under 50 characters (including spaces) for optimal readability on mobile devices and to avoid getting cut off in inboxes. 
• Make it clear what the email is about and what benefit the customer gets by opening it. 
• Use the recipient’s name or tailor the subject line to their past interactions or interests for a more relevant touch. 
• Skip excessive punctuation, ALL CAPS, misleading information, and overused spam trigger words. 

Best practices for greeting and introduction in an email 

• Your introduction should be just long enough to greet, introduce, and (if needed) set context. Aim for one or two sentences. 
• Whenever possible, use the recipient’s name. This creates a more welcoming tone and shows you’ve taken the time to learn about them. 
• For customer service emails, a simple “Dear Mr./Ms. Last Name” works well. 
• If the recipient doesn’t know you, briefly introduce yourself and your role. For example, “Hi Sarah, I’m Michael from the [Your Department] team at [Your Company].” 
• If you’re following up on a previous interaction or referencing a specific topic, include a brief opening to set context. 

Best practices for writing the main contents of a service email 

Start by empathizing with the customer’s frustration or concern. Briefly acknowledge the issue and assure them you’re there to help. 

• Shift the focus from what went wrong to how you can fix it. Outline clear and actionable steps you’re taking to resolve the problem. 
• Avoid technical jargon and overly complex sentences. Use plain language, break down technical details if necessary, and ensure your message is easy to understand. Bullet points or numbered lists can be helpful for summarizing key information. 
• If the issue requires further investigation or resolution won’t be immediate, let the customer know. Set realistic timelines and keep them updated on any progress. 
• Even in difficult situations, professionalism is key. Use a courteous and respectful tone throughout the email. Avoid accusatory language or overly casual slang. 

Best practices for signing off a customer service email 

• If there’s a specific next step you’d like the customer to take, briefly mention it in the sign-off. For example, “Please don’t hesitate to reply if you have any further questions.” 
• Make it easy for the customer to reach you again if needed. Include your name, title (optional), and email address. You can also add your phone number if appropriate for your company’s policy. 
• Opt for classic closings like “Sincerely,” “Best regards,” or “Thank you.” 

Managing Difficult Situations in Your Customer Service Journey 

When dealing with an angry or upset customer via email, prioritize de-escalation, clarity, and professionalism. Here are some best practices: 

Subject Line:  

• Clear and Informative:  Use a subject line that acknowledges the issue and your intent to help. e.g. “Addressing Your Concerns – [Your Company Name]” 

Greeting:  

• Personalize:  Use the customer’s name whenever possible. 
• Acknowledge the Issue:  Thank them for contacting you and briefly summarize the problem. 

Body:  

• Empathy First:  Validate their feelings with phrases like “I understand your frustration” or “I’m truly sorry to hear you’re upset about…” 
• Avoid Blame:  Shift the focus to solutions. Don’t try to justify or place blame. 
• Clarity and Conciseness:  Use plain language, explain solutions clearly, and avoid jargon. 
• Offer Options:  If possible, present multiple solutions and let them choose the best fit. 
• Set Expectations:  If resolving the issue takes time, be upfront. Set a realistic timeframe and keep them updated. 

Closing:  

• Professional Tone:  Maintain a courteous and respectful tone throughout the email. 
• Offer Further Assistance:  Reiterate your availability to help and provide your contact information. 
• Consider a Goodwill Gesture:  Depending on the situation, offer a discount, expedited shipping, or another small token of apology. 
• Call to Action (Optional):  If appropriate, suggest a next step for them, like replying with their preferred solution. 

Bonus Tips:  

• Proofread Carefully:  Avoid typos or grammatical errors that might seem unprofessional. 
• Take a Deep Breath:  If the email gets heated, consider responding later after calming down. 
• Offer to Move Offline:  In extreme cases, suggest a phone call for faster resolution and a more personal touch. 

By following these practices, your emails can effectively deal with angry customers, calm them down, and work towards a positive resolution. 

We also have a few ready to use customer service email templates for your perusal.  

10 Free Customer Service Email Templates 

1. customer service email template: acknowledging a customer inquiry .

Subject : Re: Your Inquiry – [Your Company Name]   Dear [Customer Name],   Thanks for reaching out! We received your message about [briefly mention topic] . We appreciate your patience and will respond with more details within [timeframe].   In the meantime, you can check our [relevant resource] for [helpful information].   Best regards,  The [Your Company Name] Team 

2. Customer Service Email Template: Apologizing for a Mistake or Delay 

Subject : Our Apologies for the [Mistake/Delay] – [Your Company Name]   Dear [Customer Name],   We sincerely apologize for the [mistake/delay] with your [order/service]. We understand this is frustrating and take full responsibility.  We’re working diligently to [fix the mistake/expedite the delivery] and expect it resolved by [date].   As a token of apology, we’d like to offer you [discount/compensation].   Thank you for your patience and understanding.  Sincerely,  The [Your Company Name] Team 

3. Customer Service Email Template: Providing a Refund or Compensation 

Subject : Your Refund for [Order number/Reason] – [Your Company Name]   Dear [Customer Name],   We’ve processed a full refund for your [order number/reason for refund]. The funds should be reflected in your account within [timeframe].   We apologize for any inconvenience and appreciate your understanding.  [Optional: Briefly offer a solution or compensation, e.g., “We’d love for you to give us another try. Use code WELCOME10 for 10% off your next purchase.”]   Sincerely,  The [Your Company Name] Team 

4. Customer Service Email Template: Resolving a Product or Service Issue 

Subject : Resolved: Your [Issue] with [Product/Service] – [Your Company Name]   Dear [Customer Name],   We’re happy to let you know we’ve resolved the issue with your [product/service] regarding [brief issue description].   [Briefly explain the solution, e.g., “We’ve replaced your damaged item” or “The bug you reported has been fixed.”]   If you have any further questions, please don’t hesitate to reply.  Sincerely,  The [Your Company Name] Team 

5. Customer Service Email Template: Handling a Difficult Customer 

Subject : Addressing Your Concerns – [Your Company Name]   Dear [Customer Name],   Thank you for contacting us. We understand your frustration with [issue]. We’d like to offer a solution that works for you.  Would you prefer [solution option 1] or [solution option 2]?   Please reply or call us at [phone number] to discuss further.  Sincerely,  The [Your Company Name] Team 

6. Customer Service Email Template: Requesting Additional Information 

Subject : Additional Information Needed – [Your Company Name]   Dear [Customer Name],   Thank you for contacting us about [briefly mention topic]. To assist you further, we’ll need some additional information.  Could you please provide [specific details needed]? The more details you can share, the better we can understand your situation and offer a solution.  In the meantime, you can check our [relevant resource] for [helpful information].   We look forward to hearing from you soon.  Sincerely,  The [Your Company Name] Team 

7. Customer Service Email Template: Following Up on a Previous Conversation 

Subject : Following Up: Your Inquiry About [Topic] – [Your Company Name]   Dear [Customer Name],   We’re checking in on your inquiry regarding [briefly mention topic] from [date].   Did you have a chance to review the information we provided?  If you have any further questions or need additional assistance, please don’t hesitate to reply.  Sincerely,  The [Your Company Name] Team 

8. Customer Service Email Template: Offering Technical Support 

Subject : Ready to Assist! Technical Support for [Issue] – [Your Company Name]   Dear [Customer Name],   We received your request for help with [issue] . Our technical support team is here to assist!  You can find helpful resources like troubleshooting guides or FAQs on our website: [link to relevant resource].   If you need further assistance, feel free to reply to this email or call us at [phone number] for personalized support.  Best regards,  The [Your Company Name] Team 

9. Customer Service Email Template: Thanking a Customer for Their Feedback 

Subject : Thanks for Your Feedback – [Your Company Name]   Dear [Customer Name],   Thank you for taking the time to share your feedback about [mention what they provided feedback on]. We appreciate your insights and will use them to improve our [product/service].   Your feedback is valuable to us. If you have any further questions or suggestions, please don’t hesitate to reach out.  Sincerely,  The [Your Company Name] Team 

10. Customer Service Email Template: Closing an Interaction on a Positive Note 

Subject : We’re Glad We Could Help! – [Your Company Name]   Dear [Customer Name],   We’re happy to hear we could resolve your inquiry about [briefly mention topic].   Is there anything else we can assist you with today?  If not, thanks for contacting [Your Company Name] . We appreciate your business!  Sincerely,  The [Your Company Name] Team 

In Conclusion: Keep Track of Your Interactions with Customers 

Imagine a customer calls twice with the same problem. Frustrating, right? Tracking interactions prevents that. It’s like a customer service team’s memory bank. By seeing past emails, chats, or calls, you can: 

1. Respond faster with personalized solutions. 

2. Avoid asking for repetitive information, smoothing the experience. 

3. Identify recurring issues and implement improvements, preventing future problems. 

If you’re frustrated by juggling customer emails, chats, and calls, we’ve just the right solution for you.  

That’s LeadSquared’s Service CRM . 

In one platform, you can track every interaction, personalize responses instantly, and identify trends to improve service.   

It’s your go to solution to boost efficiency and win happy customers. 

Nidhi is a content writer/editor at LeadSquared. She works closely with sales professionals and senior management to bring their outlook into her write-ups. Connect with her on LinkedIn or write to her at [email protected].

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