customer journey timeline template

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.

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

Customer Journey Map Template

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

Trusted by 65M+ users and leading companies

About the Customer Journey Map Template

A customer journey map, also known as a user journey map, is a visual representation of how customers experience your brand and company across all its touchpoints. In a customer journey map template, interactions are placed in a pre-made timeline to map out the user flow.

Since customers are the backbone of your business, it is important to understand their pain points, desires and needs so that you can create a customer-centric experience for them.

Many teams use customer journey mapping tools to visually represent customers' thought processes and emotions from their initial interaction until the end goal. This practice enables businesses to assess whether they are meeting their objectives. Doing so can improve their conversion rates and enhance the overall customer experience.

How to use Miro’s customer journey map template

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

1. Set clear objectives for the map

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

Ask yourself some of these questions:

Why are you making a customer journey map?

Who is it specifically about?

What experience is it based upon?

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

2. Identify your user personas and define their goals

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

Answer these three questions:

What are their key goals and needs?

What do they struggle with most?

What tasks do they have?

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

3. Highlight target customer personas

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

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

4. Identify all possible customer touchpoints

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

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

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

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

Social media channels

Email marketing

3rd party reviews or mentions

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

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

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

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

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

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

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

6. Adjust as needed

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

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

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

Share your expertise on Miroverse 🚀

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

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What should be included in a customer journey map template?

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

1. Significant milestones

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

2. User engagement

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

3. Emotions

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

4. Pain Points

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

5. Solutions

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

How do I use a customer journey map template?

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

What are the benefits of customer journey mapping?

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

What is a touchpoint in a customer journey map?

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

How often should you update your customer journey map?

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

Do all businesses need a customer journey map?

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

Get started with this template right now.

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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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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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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 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 Pell

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

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Customer journey map templates to visualize your buyer’s point of view.

Use FigJam’s online whiteboard to plot your ideal customer journey from first to final touchpoints.

Bring over existing journey maps from Figma

If you already have a team library of journey map components and styles inside Figma, copy and paste them into FigJam to build out new maps faster. Curated tools and styling in FigJam let you edit most layers that you bring over.

No one journey is the same

Customer journey maps illustrate a buyer’s actions, emotions, and barriers as they interact with your brand, on a diagram. With FigJam you can:

Capture your customer personas: Create and import tabular data on target audiences directly into your FigJam workspace.

Capture and document customer’s touchpoints: Out-of-the-box shapes and connectors snap right into the grid for a visual representation of your buyer’s current and future states.

Organize, test, iterate: Widgets let you add branches to map customer interactions along the different stages of a user journey.

Chime in to bring this shared vision to life

The customer journey is something everyone should feel connected to and a part of. With audio for live conversations, cursor chats, stamps and emotes, and observation mode real-time collaboration is easier than ever. With Open sessions anyone can join your FigJam space for 24 hours—no new account required.

Get started with diagramming templates

Start diagramming with any of these free diagramming templates. Or, if you want to see how other teams jam with FigJam, head over to our Community.

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Better products start with better ideas. Brainstorm ideas with this mind map.

What is a customer journey map?

A customer journey map is a visual representation of the steps a customer takes when interacting with a product, service, or company. Journey mapping should include every individual touchpoint to fully understand the buyer persona, customer needs, and potential pain points. It's an effective tool for a variety of stakeholders, including customer service, marketing, product, and design teams dedicated to creating an optimal user experience.

Click here to learn more about how to make an effective customer journey map.

How do you create a customer journey map?

Our free template helps teams map out the entire customer journey.

Start by identifying your target customer - develop a buyer persona to understand their needs, pain points, and goals. Map out their journey, making sure to include every customer touchpoint. Identify key actions within each touchpoint, and evaluate if there are opportunities to optimize that customer interaction.

Further customize your customer journey map with specific details, especially after gathering data from multiple sources (including feedback forms, customer service data, and more). Test and validate your map as needed to ensure accuracy.

What are the benefits of using a customer journey map template?

Customer journey map templates help teams better understand customer behavior at each key touchpoint. In doing so, teams can address needs, create solutions for potential pain points within the buying process, and support overall customer retention efforts.

What are some tips for creating an effective customer journey map?

As part of this mapping experience, your goal should be to create an optimal customer experience. Some other tips include:

• Use multiple sources of data (qualitative and quantitative) to accurately portray customer behavior. Review market research, social media comments, customer service queries, and more.
• Get customer feedback to understand specific thought processes and feelings throughout different parts of their journey.
• Review the map regularly and make updates as needed to reflect existing and potential customers (especially if your product or service offering has changed significantly).

Other templates you might like

Explore 1,000+ templates on the Figma community

Explore even more templates, widgets, and plugins—all built by the Figma community.

Customer journey map template

Think critically about your users' needs and motivations

Use the customer journey map template to better understand customer touchpoints, needs, motivations, and obstacles by illustrating the customer journey from start to finish. When possible, use this map to document and summarize interviews and observations with real people rather than relying on your hunches or assumptions.

Customer journey maps are a visual representation of a customer’s experience with a brand, product, or service. Journey maps often include key steps a customer takes, their interactions, goals, positive moments, negative moments, and more.

Journey maps are crucial for understanding the customer experience, allowing teams to understand what pain points users or customer experience, create better solutions for the end-user, reduce frustrations, and make areas of opportunity clear from the onset.

Customer journey maps help teams:

• Step into a customer’s shoes and understand their perspective
• Gain empathy to understand customer needs, perceptions, and overall experience
• Identify problems and roadblocks that a customer may experience
• Align with other team members and stakeholders to solve cross-functional problems

How to use the customer journey map template

Follow these step-by-step instructions to build a robust customer journey map from the template.

1. Establish your customer scenario

Choose a customer persona or segment that you want to understand, and decide on a specific scenario that your customer would find themselves in (i.e.: browsing, booking, attending, and rating a local city tour).

If possible, choose a user persona informed by customer data and user research. This prevents teams from making incorrect assumptions and ensures that your target audience benefit from any changes in the customer journey.

2. Define the steps your customer or buyer persona takes

What steps does the customer persona take during the scenario you defined? List out each step and describe any smaller steps that are involved. Think about what someone may experience during this step and what the desired future-state of that experience would be. 

Dig Deep: For each of the following sections, ask the following questions:

• Entice : How does somebody initially become aware of this process? Where is the starting point?
• Enter : What do potential customers experience as they begin the step or process?
• Engage : In the core moments in the process, what happens?
• Exit : What do people typically experience as the process ends?
• Extend : What happens after the experience is over?

3. List the different interactions customers might have

Mention what interactions users face during each step of the process. This includes the people they see or talk to, where they are, and the digital touchpoints or physical influences used to move them into the funnel.

This could be anything from learning about a new product from a promoted social media post, to contacting customer support for an issue the user faces. Keep in mind that interactions and touchpoints can and should be different depending on where someone found you, or how they got to your website. 

4. Think about the customer’s goals and motivations

Step into the customer's shoes. For each step, what is the customer's primary goal or motivation? What can you do to fulfill their needs? For an emphasis on how your customer or user is feeling during the journey, an empathy map can help you tap into their thoughts and emotions.

5. Highlight the customer’s positive moments

List the steps users found enjoyable, productive, or motivating. Take inspiration from positive moments to improve weak areas. Positive moments can help you to gain a deeper understanding of your customers and how to communicate with them on other channels.

6. Consider a customer’s negative moments

List which steps the user found frustrating, angering, or time-consuming. Identifying pain points, in particular, helps to make changes and improve the user experience.

For more instructions, check out our guide to creating customer journey maps .

Tips for creating better customer journey maps

• Use market research to guide your assumptions : Conduct surveys or interviews that ask customers how they came to learn about your company and how they interact with your brand. You may be surprised. Real customer interactions will make your journey map more accurate and successful.
• Revisit and optimize the customer journey map : Your customer journey map will likely need to be updated and adjusted over time. Just as customers' wants, needs, and expectations change, so must your strategy.
• Share the customer journey map with involved stakeholders : The user journey will likely span multiple efforts in your organization, so be sure to let stakeholders know if they can help make the buyer journey more customer-focused. ‍
• Get real customer feedback : While you should be creating your customer journey map based on interviews and real-world data, try validating your assumptions by getting feedback from a customer on how accurate the user experience matches the different stages in your finished map.

How to create a Customer journey map template

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How to create a customer journey map

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How to Make a Customer Journey Map

• Conduct persona research
• Define customer touchpoints
• Map current states
• Map future states

Steve Jobs, the genius behind Apple’s one-of-a-kind customer experience, said, “You’ve got to start with the customer experience and work back toward the technology, not the other way around.”

Nowadays, a clear vision and strategy for customer interactions is no longer an optional “nice-to-have”—it’s essential. As you refine your customer experience, a customer journey map is one of the most powerful ways to understand your current state and future state.

A customer journey map is a diagram that shows the process your customers go through in interacting with your business, such as an experience on the website, a brick and mortar experience, a service, a product, or a mix of those things.

What is a customer journey map?

A customer journey map is a visual representation of a customer’s experience with your brand. These visuals tell a story about how a customer moves through each phase of interaction and experiences each phase. Your customer journey map should include touchpoints and moments of truth, but also potential customer feelings, such as frustration or confusion, and any actions you want the customer to take.

Customer journey maps are often based on a timeline of events, such as a customer’s first visit on your website and the way they progress towards their first in-product experience, then purchase, onboarding emails, cancellation, etc. 

Your customer journey maps may need to be tailored to your business or product, but the best way to identify and refine these phases is to actually talk to your customers. Research your target audiences to understand how they make decisions, decide to purchase, etc. Without an essential understanding of your customers and their needs, a customer map will not lead you to success. But, a well-constructed and researched customer journey map can give you the insights to drastically improve your business’s customer experience.

The benefits of customer journey mapping

Customer journey mapping is a powerful tool for uncovering insights into your customer experience, driving business goals, and building resilience in a changing market. In a 2022 report, Hanover Research found that 94% of businesses said their customer journey maps help them develop new products and services to match customer needs. Another 91% said their maps drove sales. 

But understanding a customer’s journey across your entire organization does so much more than increase your revenue. It enables you to discover how to be consistent when it comes to providing a positive customer experience and retaining customer loyalty. 

This was especially evident in recent years as top of improving marketing, customer journey maps emerged as a valuable way to understand evolving buyer behavior. In fact, 1 in 3 businesses used customer journey maps to help them navigate the changing landscape during the pandemic.

When done correctly, customer journey mapping helps to:

• Increase customer engagement through channel optimization.
• Identify and optimize moments of truth in the CX.
• Eliminate ineffective touchpoints.
• Shift from a company to a customer-focused perspective.
• Break down silos between departments and close interdepartmental gaps.
• Target specific customer personas with marketing campaigns relevant to their identity.
• Understand the circumstances that may have produced irregularities in existing quantitative data.
• Assign ownership of various customer touchpoints to increase employee accountability.
• Make it possible to assess the ROI of future UX/CX investments.

Following the process outlined above, customer mapping can put your organization on a new trajectory of success. Yet, according to Hanover Research, only 47% of companies currently have a process in place for mapping customer journeys. Making the investment to map your customer journey and solidify that process as part of your company’s DNA can result in significant advantages in your competitive landscape, making your solution the go-to option that customers love.

Customer journey maps can become complicated unless you keep them focused. Although you may target multiple personas, choose just one persona and one customer scenario to research and visualize at a time. If you aren’t sure what your personas or scenarios might be, gather some colleagues and try an  affinity diagram in Lucidchart to generate ideas.

1. Set goals

Without a goal, it will be difficult to determine whether your customer journey map will translate to a tangible impact on your customers and your business. You will likely need to identify existing—and future—buyers so you can set goals specifically for those audiences at each stage of their experience.

Consider gathering the key stakeholders within your company—many of whom likely touch different points of the customer experience. To set a logical and attainable goal, cross-functional teamwork is essential. Gather unique perspectives and insights about each part of the existing customer journey and where improvements are needed, and how those improvements will be measured.

Pro Tip : If you don’t already have them in place, create buyer personas to help you focus your customer journey map on the specific types of buyers you’re optimizing for.

2. Conduct persona research

Flesh out as much information as possible about the persona your customer journey map is based on. Depending on the maturity of your business, you may only have a handful of records, reports, or other pre-existing data about the target persona. You can compile your preliminary findings to draft what you think the customer journey may look like. However, the most insightful data you can collect is from real customers or prospective customers—those who have actually interacted with your brand. Gather meaningful customer data in any of the following ways:

• Conduct interviews.
• Talk to employees who regularly interact with customers.
• Email a survey to existing users.
• Scour customer support and complaint logs.
• Pull clips from recorded call center conversations.
• Monitor discussions about your company that occur on social media.
• Leverage web analytics.
• Gather Net Promoter Score (NPS) data.

Look for information that references:

• How customers initially found your brand
• When/if customers purchase or cancel
• How easy or difficult they found your website to use
• What problems your brand did or didn’t solve

Collecting both qualitative and quantitative information throughout your research process ensures your business makes data-driven decisions based on the voice of real customers. To assist when conducting persona research, use one of our user persona templates .

Discover more ways to understand the Voice of the Customer

3. Define customer touchpoints

Customer touchpoints make up the majority of your customer journey map. They are how and where customers interact with and experience your brand. As you research and plot your touchpoints, be sure to include information addressing elements of action, emotion, and potential challenges. 

The number and type of touchpoints on your customer journey map will depend on the type of business. For example, a customer’s journey with a SaaS company will be inherently different than that of a coffee shop experience. Simply choose the touchpoints which accurately reflect a customer’s journey with your brand.

After you define your touchpoints, you can then start arranging them on your customer journey map.

4. Map the current state

Create what you believe is your as-is state of the customer journey, the current customer experience. Use a visual workspace like Lucidchart, and start organizing your data and touchpoints. Prioritize the right content over aesthetics. Invite input from the stakeholders and build your customer journey map collaboratively to ensure accuracy. 

Again, there is no “correct” way to format your customer journey map, but for each phase along the journey timeline, include the touchpoints, actions, channels, and assigned ownership of a touchpoint (sales, customer service, marketing, etc.). Then, customize your diagram design with images, color, and shape variation to better visualize the different actions, emotions, transitions, etc. at a glance.

Mapping your current state will also help you start to identify gaps or red flags in the experience. Collaborators can comment directly on different parts of your diagram in Lucidchart, so it’s clear exactly where there’s room for improvement.

5. Map future states

Now that you’ve visualized the current state of the customer journey, your map will probably show some gaps in your CX, information overlap, poor transitions between stages, and significant pain points or obstacles for customers.

Use hotspots and layers in Lucidchart to easily map out potential solutions and quickly compare the current state of the customer journey with the ideal future state. Present your findings company-wide to bring everyone up to speed on the areas that need to be improved, with a clear roadmap for expected change and how their roles will play a part in improving the customer journey.

Customer journey map templates

You have all the right information for a customer journey map, but it can be difficult to know exactly how to start arranging the information in a digestible, visually appealing way. These customer journey mapping examples can help you get started and gain some inspiration about what—and how much—to include and where.

Don’t let the possibility of a bad customer journey keep you up at night. Know the current state of the customer journey with you business, and make the changes you need to attract and keep customers happy.

Customer journey mapping is easy with Lucidchart.

Lucidchart, a cloud-based intelligent diagramming application, is a core component of Lucid Software's Visual Collaboration Suite. This intuitive, cloud-based solution empowers teams to collaborate in real-time to build flowcharts, mockups, UML diagrams, customer journey maps, and more. Lucidchart propels teams forward to build the future faster. Lucid is proud to serve top businesses around the world, including customers such as Google, GE, and NBC Universal, and 99% of the Fortune 500. Lucid partners with industry leaders, including Google, Atlassian, and Microsoft. Since its founding, Lucid has received numerous awards for its products, business, and workplace culture. For more information, visit lucidchart.com.

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How to Create a Customer Journey Map with Templates and Examples

Using data gathered from feedback surveys , online reviews, and other customer satisfaction metrics , a customer journey map is used to tell the story of a customer’s lifetime relationship with a company. Depending on the customer persona, this relationship can be as short as a few minutes or as long as many years. Customer journey maps are useful tools for visualizing the quality of each interaction and the customer’s reaction to that touchpoint as they move up the brand equity pyramid .

You can download our customer journey map template, or continue reading to learn more about creating your own.

Table of Contents:

Customer Journey Map: Understanding the Basics

• How to Create a Customer Journey Map in 7 Steps:
• Determine Target Personas
• Define Your Customer Touchpoints, Actions, and Reactions
• Break Out Touchpoints and Actions Into Phases
• Test the Customer Journey Map
• Complete the Customer Journey Map with Persona Data
• Identify Areas of Improvement
• Create a Corresponding “Business Actions” Map

Customer Journey Map Examples

• Customer Journey Map Downloadable Template

Before we dive into creating your own customer journey map, it’s important to cover the basic ideas behind these types of visualizations and why they’re helpful for businesses.

How Journey Map Tracking Helps Businesses Understand Customers

As we briefly mentioned earlier, customer journey maps are tools that help you visualize the specific steps customers go through when interacting with your business. Using buyer personas (a semi-fictional representation of a type of customer based on market research and real customer data, as defined by Hubspot ) you can track the path different customers take on the road to conversion and pinpoint failed or successful interactions. This ultimately helps you do things like:

• Allocate advertising budgets to channels that produce the most positive responses
• Collaborate across teams to improve touchpoints that continuously produce a negative reaction
• Retain and satisfy existing customers by improving previous customers’ churn points

What Are Customer “Touchpoints”?

Customer touchpoints are any interaction someone has with your brand. These could be awareness-based touchpoints, where a potential customer learns about your company for the first time through things like:

• Social media ads
• Reading an online review
• Finding your site through organic search

Or, touchpoints can be more direct interactions such as:

• Clicking a product and reading the description
• Adding a product to their shopping cart
• Making a call to your customer service center
• Signing up for an email newsletter

Depending on the structure of your business, your customer journey map can cover just the main customer touchpoints on your buyer journey, or it can encompass any small interaction that can occur as well. Your ability to create a broad or detailed customer journey map will also depend on the customer data available to you.

How to Create a Customer Journey Map in 7 Steps

Though there are many customer journey map templates available online (including ours at the end of this article) it’s still good to understand the fundamental ideas behind how these maps are created so you can learn to customize each to suit your needs.

Step 1: Determine Target Personas

Each customer journey map is meant to demonstrate just one segment of your customer base, so it should be built specifically for each persona. Many businesses already have personas built for other purposes such as targeted ad campaigns, but if you haven’t, they aren’t too hard to construct. Utilizing your existing user data, create mock customers based on factors like:

• Demographic data (age, gender, location, etc.)
• How they first learned about your company
• Their budget
• What their goals are when purchasing from you
• What’s most important to them when buying
• Pain points that your company either does or could address

Then, decide which persona you’re going to target for this iteration of your customer journey map. For example, you could focus on the “tech-forward business executive” or the “Millennial startup owner,” whichever customer type you want to learn more about and improve the customer experience for.

Step 2: Define Your Customer Touchpoints, Actions, and Reactions

Once you’ve decided on your target persona, the next step is to define the customer touchpoints you want to track. As we talked about earlier, customer journey maps can be used to paint a broad picture of the buyer journey or track every little interaction possible. It’s up to you to determine what the most useful route will be for your project and where you want to focus your efforts.

It can be helpful at this step to list out every touchpoint you can think of, and then narrow down as needed. You’ll likely need to collaborate across teams to make sure you’re covering every type of customer interaction.

When you have your list of touchpoints compiled, it’s then easy to construct a corresponding list of customer actions. For example, if the touchpoint is “reads online review,” then the logical action would be “searches for company/product online.” After that, the next touchpoint would be “homepage/landing page” and the action would be “reads about product details.” You can see how building your customer journey map becomes easier once you get started.

In addition to touchpoints and actions, the third metric you will need to track in your journey map is customer reactions. These can be as basic as “positive and negative,” or be broken down further into numerical scales or other ratings. Customers take each action based on their reaction to the previous touchpoint. For example, a progression could look something like:

Touchpoint: targeted ad, Reaction: positive, Action: clicks ad > Touchpoint: ad landing page, Reaction: neutral, Action: reviews additional competitor options

It’s important to track each of these points concurrently to understand where customer pain points come from.

Step 3: Break Out Touchpoints and Actions Into Phases

Once you have all of your touchpoints, actions, and reactions listed, put them in a logical order that follows the actual buyer journey. At this point, it can be helpful to break out the list into overall phases in order to get a clearer visualization of the process. Again, these phases can be named whatever makes the most sense for your business. If you want to keep things general, you could follow a specific model, for example, the brand equity pyramid, and use the related phases of “brand salience,” “brand meaning,” “brand response,” and “brand resonance.”

It may be more helpful to name your phases something more specific, however, so you could also structure the map into sections labeled “Discovery,” “Exploration,” “Comparison,” “Conversion,” and “Retention” in order to better represent the customer’s thought processes. Though this step is optional, it’s easier to look at a chart that is broken down into larger phases vs a timeline that just details every specific interaction.

Step 4: Test the Customer Journey Map

Now that you’ve established the basic structure of your map via touchpoints grouped into phases, you should have a few different people run through the map to make sure your model is sound. Put yourself into the shoes of your target persona and pretend you are going through each touchpoint as that type of customer. At each point, stop and ask yourself “What would the customer do next?” The point of this exercise is just to ensure that you’re not leaving out any vital steps in the customer journey and that the map follows a logical progression.

Step 5: Complete the Customer Journey Map with Persona Data

Now that you’ve properly set up your customer journey map and tested it for any missing pieces, all that’s left to do is fill in the persona data. From your persona creation process, you should already have a good understanding of each type’s reasons for interacting with your business and what their specific pain points are. Using customer feedback data, abandoned cart data, advertising data, page bounce rate data, and other sources of customer information, you can reconstruct what the typical buyer’s journey looks like for this segment, including their unique actions and reactions at each step.

Step 6: Identify Areas of Improvement

The main purpose of creating customer journey maps is to display your data in a way that’s easier to visualize than numbers in a spreadsheet. If you’ve displayed your persona data accurately, then it should be simple enough to determine where customers are dropping out of the buyer’s journey. Look for places with negative reaction scores, especially scores that lead to customers bouncing from your site, and identify why this is.

At this point in your analysis, it can be helpful to add a new section to your customer journey map called something like “Pain Points,” “Reaction Explanations,” or simply “Why?” In this section, you can add notes or theories about why those negative reactions are occurring. Sometimes figuring out the issue can be a simple matter of walking through the buyer’s journey yourself (perhaps you discover something like an ad pointing to an unrelated landing page) or running additional customer feedback surveys to gather more data about a particular touchpoint.

Step 7: Create a Corresponding “Business Actions” Map

Now that you’ve pinpointed steps on the customer journey that are causing negative reactions, you should be able to identify what your company needs to do to improve these interactions. However, when you aren’t able to determine exactly what is causing these negative reactions, it’s hard to know what to do to fix them. As mentioned, you can always run additional customer feedback surveys to try to shed some light on the issue, but you may be able to discover more immediate fixes by creating a “business actions” map that corresponds to your customer journey map.

While a customer journey map is structured from the customer’s point of view, this reverse map would look at the same touchpoints and actions but from the business’s point of view. For example, if a customer submits a return request, what actions does the returns team take in response? Having each step detailed like this helps you paint a more holistic picture of your business processes to find unexpected areas of customer friction where things may be slipping through the cracks.

Just like customer data in a spreadsheet, there’s only so much you can explain with words on a page. Take a look at the customer journey map examples below to better visualize how these tools can help your business operations.

Hubspot’s simple example helps you understand customer motivations on a basic level, and is most useful for companies without in-depth persona data.

Bright Vessel’s customer journey map is color-coordinated so each department can easily see which touchpoints and actions they are responsible for.

Digital.gov’s example allows for more in-depth customer details, helping you better visualize your personas.

Customer Journey Map Template

Below is a customer journey map template that you can download, edit, and customize to represent your business’s needs.

Customer journey maps are an essential tool for any business looking to learn more about customer pain points on the buyer’s journey. But in order to create these maps, you first need to gather customer data. Chattermill can help you collect, manage, and analyze your customer feedback with our AI-powered software. Contact us to learn more.

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Blog Marketing

Customer Journey Map: What It Is & How to Create One

By Jennifer Gaskin , Dec 10, 2021

Creating a customer journey map gives a business the opportunity to visualize the path a person takes to become a loyal customer with your organization. A customer journey map is an excellent way to understand how consumers interact with your business.

Many companies use the customer journey map creation process to identify areas of improvement in their internal processes to help ensure all consumer interactions are the best they can be.

With Venngage’s Customer Journey Map Maker , you can easily create a customer journey map that aligns with your brand guidelines and helps all team members better understand your target customer.

Click to jump ahead:

What is the customer journey, what is customer journey mapping, why do businesses need to map their customer journey, steps to map a customer journey, how to create a customer journey map with venngage, customer journey map templates.

• FAQs about customer journey maps

Broadly, the customer journey describes how your customers or users interact with your organization. It is a way for companies to understand the complete customer experience and learn how to optimize it.

For a brick-and-mortar shop, that could be physical interactions like taking their trip through your store.

For companies that produce mostly digital products and services, the customer journey describes the consumer’s perspective as it relates to your company and its goods and services.

Mapping the customer journeys means understanding the path a person takes from becoming a lead or potential customer to transforming into a loyal patron of your business, so that you can visualize how a customer interacts with your organization at various points, as in the example below.

This customer journey map describes the journey the average customer of GLIDE App will experience, divided into different stages. You also see the steps the customer is expected to take, which customer touchpoints they’re going to interact with and how each touchpoint is coordinated with each business department.

As we’ve touched on, customer journey mapping means creating a visual representation of the entire customer journey: how existing and potential customers interact with your business. Some customer journey maps are map-like, while others are more linear, flowing in a straight line, and still others have unique shapes.

What all customer journey maps have in common is that they focus on the customer experience as it relates to the product you make or the services you sell.

This customer journey map is represented in a circle: customer journey begins with Discovery and ends in Conversion. You can also tell that this customer journey map illustrates the importance of continual customer engagement even after leads have turned into customers.

In this customer journey map, activities, motivations, emotions and barriers are all plotted against the stages of the buyer’s journey. At the start, customers have little to no awareness of the product and by the end, they are reliable returning customers — in an ideal world. Of course, to make this even more seamless, customer training software can be deployed as it helps understand customers’ use of products in their daily life.

This infographic takes the traditional customer journey map a step toward the customer by depicting a theoretical client, lead or consumer—or in other words, a buyer persona. This allows the organization to ensure they’re keeping the buyer top of mind at all times.

To learn more about buyer or customer personas, check out our posts:

• 10 Buyer Persona Templates, Examples & Marketing Tips
• 20+ User Persona Examples, Templates and Tips For Targeted Decision-Making

Taking into account the customer perspective, this customer journey map template plots the buyer’s activities along the top, from the moment they realize they need to purchase something until they’ve paid for it. The business can then populate the cells with the appropriate answers based on the metrics they are attempting to visualize; in this case, emotions, experiences and customer expectations.

Mapping the customer journeys can help businesses understand bottlenecks or pain points they didn’t realize existed. And it can help organizations diagnose internal issues by enabling them to visualize things from their customers’ perspective.

In short, customer journey maps give businesses a chance to develop a deep well of knowledge about their consumer beyond the metrics of sales or engagement. Putting themselves in the customer’s shoes and understanding why consumers behave as they do can empower an organization with all the tools it needs to better serve consumers.

This eCommerce customer journey map, for example, can allow a savvy sales, marketing or operations team to optimize customer satisfaction by correlating a bad customer experience with poor UI/UX design or other issues.

Customer journey maps are also useful for simplifying and visualizing only one aspect of the journey. In this case, the focus is the outreach tools a business uses to reach potential customers, but it’s easy to customize this type of design to apply to many other segments of the buyer journey or add details that can aid decision-making.

Use this type of customer journey map to visualize the content you’ll use in your marketing efforts at each stage of the buyer’s journey or sales funnel . Remember that it’s important to consistently offer leads and prospects something new to maintain their interest.

The first step to any successful journey is understanding where you want to go. In the case of mapping your customer journey, the first step is determining your end goal. Do you want to identify bottlenecks in your process, increase conversions or push new products? Think about what you want to get out of the process before you begin.

Once you’ve outlined your goals, you can begin the steps to mapping a customer journey.

Step 1 . In most cases, a customer’s journey should first be broken down into a timeline or customer stages. This typically follows the buyer’s journey (Awareness—Consideration—Decision) or a variation of that.

Here’s an example of a customer journey map that divides the common 3-stage customer’s journey into 5 stages:

Step 2 . From there, you should determine what should go down the side of your customer journey. In the case of the above example, the customer’s approach and resulting experience are listed.

Step 3 . List or visualize the customer touchpoints.

The template below does that by including a row in the graphic for physical and digital touchpoints. In some cases, you may consider listing these as pain points if all customers or this particular persona in question have to deal with a lot of hurdles to successfully move on to the next phase of the journey. This could be something like price or product availability.

Step 4 . Include solutions or opportunities for your organization to optimize the customer experience at each step. That could mean removing pain points or roadblocks, such as offering them discounts or other incentives to select your company.

Visualizing your customer’s journey can be difficult without using the right customer journey mapping tools.

Venngage makes it very easy to create a customer journey map by offering dozens of templates that you can quickly customize with your company’s information. With just a few clicks, you can list out the steps of your customer journey and detail the experiences at each point.

Check out our library of customer journey map templates you can easily customize:

Notice the Smart Templates? They are created with our Smart Diagram editor. You can easily add icons, move things around and space the design elements however you like. As you add or delete text, the editor will automatically adjust so you won’t need to resize anything.

For businesses that want to have consistent branding across their customer journey design, you can use My Brand Kit to apply brand colors or logos to your customer journey map in one click:

Here are a few more effective customer journey map examples to inspire you as you work to create your buyer’s journey to better understand your consumer.

This customer journey map lists the stages of the process across the top and the categories the organization must consider down the side. Organizing your buyer’s journey in this way allows you to visualize each issue at a glance and make correlations between segments and outcomes.

Similarly, use this customer journey map to quickly see which channels apply to what phases and what opportunities exist for reaching out to potential buyers during each segment along the way.

Buyer’s journey maps can also lean toward the simple size, as in this example, which is appropriate for companies that need to list digital and physical touchpoints along with opportunities that could help convert leads to customers.

When considering your customer journey, it’s important to think about how your customer has changed after every contact with your organization. In the beginning, they may not know exactly what they need, and then by the end, they should be more confident about what you can do for them.

Remember that not all customers are the same, and pain points for one person may not be pain points for another. So, it’s best to make customer journey maps for your major buyer types or personas.

FAQ about customer journey maps

Do you have more questions about customer journey maps? We’ve got answers.

What are the 7 steps to map the customer journey?

When creating a customer journey map, many experts recommend the following seven steps:

• Set targets
• Create buyer personas
• Identify motivations and define barriers or pain points
• Visualize buyer journey
• Maximize touchpoints
• Identify opportunities to establish trust
• Test and revise

What do you use a customer journey map for?

Customer journey maps are useful for visualizing a buyer’s interaction with your company. This can help you understand your buyer and their motivations better, as well as helping you identify reasons why they might not choose your business, thus changing strategy or decision-making to make your organization more attractive.

Ultimately, creating a customer journey map can help you learn what the customer needs and know how to provide consistently excellent service to acquire new customers as well as retaining customer loyalty.

What are touchpoints in customer journey maps?

A touchpoint in a customer journey map describes a moment in which your customer interacts with your company or brand, and a customer journey map should include all touchpoints along the way.

In summary: Optimize the customer experience by creating a customer journey map

With Venngage’s Customer Journey Map Maker , you can quickly and easily visualize your customer journey so you can eliminate pain points, resolve bottlenecks and better understand how to give your customers what they want. It’s free to get started.

Home Blog Presentation Ideas 6 Customer Journey Maps You Can Swipe

6 Customer Journey Maps You Can Swipe

When retail was all brick and mortar, things were simple. Business displayed their inventory; customers came in and physically assessed it and bought what they liked. Payments, returns and exchanges were handled in the store.

Was there a buying journey then? Yes. And in smaller stores, there were sales clerks to help the customer along that journey and a clerk to help with return and exchanges. The customer had experiences (now known as CX) each time he visited that store. And so long as they remained good, he returned.

Online selling, however, has changed the customer journey. Because there is no face-to- face interaction, it is more important than ever to identify what that journey is and what occurs during each phase.

What is a Customer Journey?

Let’s begin with a simple definition of what is a customer journey.

According to the Harvard Business Review , it is “…the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination.”.

The key term here is “engagement” . It means everything that happens from the time a customer become aware that you exist through any and all post-purchase experiences.

There are key stages of a buyer’s journey – awareness, interest, consideration, purchase, post-purchase, and re-purchase.

Things can go well or terribly wrong at any of these stages. And this is why it is critical to create a customer journey map. With a clear map, and the right analysis, you can identify what is working well and what needs improvement. Ultimately, using the map to improve the customer journey means far better user experiences and, of course sales .

How to Create a Customer Journey Map

Prior to setting about creating a visual customer journey map, there is one critical concept that governs the entire process. You are crafting this map from the perspective of the customer, not you or your sales/marketing staff. What follows are the steps that should be taken as you create this map:

Step 1: Refine Your Customer Persona

71% of companies who exceed their lead and revenue goals have documented personas. You may have developed a buyer persona quite some time ago (or not).

If you have not re-visited it in a while, it is time to do so now. Having a clear detailed persona will allow you to understand what your typical customer is looking for, what he values, the pain points he has, and, perhaps most important, how he looks for what he wants or needs.

To simplify the process, you can reuse one of the buyer persona templates and slides available in our site.

Step 2: Define Your Persona’s Goals

If your persona is well-developed, you have an idea of what their needs and aspirations are. But to get further clarification, you may want to conduct a survey of website visitors. This can give you important information about what they are experiencing on each page and what might be missing that they want.

Step 3: Look at the Customer Journey Timeline

If you have your historical sales data, you should be able to construct an average timeline for the entire journey, from first interaction through the post-sales process. Timelines are very business-specific.

For example, a low-cost consumer product may have a far shorter journey timeline than that of a SaaS firm that is creating a B2B customer journey map, in which decision-making is a longer process involving several people. But, if you can get that average timeline into your map, you can then see touchpoints at which it might be shortened.

Step 4: Identify Key Touchpoints

These are all of the points at which a customer directly interacts with you, from initial visit and navigation through your site pages, through responding to an email, through downloading something you offer, through making queries, through purchases and after-the-sale service or feedback requests.

These touchpoints will be placed onto your map so that each can be analyzed for effectiveness. Identifying all of the touchpoints can seem like a nightmare but putting them into categories will help. Three clear categories are:

• What they did before they landed on your website – how they found you.
• What they do while on your website –  Google Analytics will provide behavior flow charts , as well as goal flow reports that show the path of traffic through a funnel to conversion.
• What happens once a customer decides to make a purchase – is the experience a good one? Are you engaging in follow-up?

Key Data You Will Need to Create a Customer Journey Map

1. information on inbound and outbound sales process successes.

Inbound processes are certainly great, because they give you nice warm leads. These are potential customers who have found you and have come to you without any effort on your part. What percentage of your sales have come from inbound processes? Outbound processes are those that you initiate to develop leads – Ads, emails, etc. What percentage of sales are coming from these sources? Check out our sales funnel analysis article to learn more on how to create a sales funnel.

2. Average buying cycle length

This has been previously addressed, but it bears repeating. The timeline points, and the length of each should be a part of your customer journey map, because they will show where slowdowns occur.

3. Data on your post-sale customer service

How rapidly are you handling complaints, issues, returns and exchanges? What does your feedback loop look like? How are you engaging customers to provide feedback on their experiences? These experiences obviously determine whether they return or not.

Once you have gathered all of this information and data, you are ready to design a customer journey map. This may seem like a “nightmare,” given all of the information you have to work with. Others have gone before you, however, and have developed customer journey map templates that will at least give you a good start point. While every business customer journey map is unique, having a template to work with will certainly help.

Customer experience management is a complex and ongoing task, one that involves a number of elements and functions – from development of personas, to customer journey analytics and feedback, to identifying what in that journey moves a customer forward and what stalls or slows him down.

Creating a customer journey map can help an organization visualize the entire process, capitalize on what is going well and work to improve those phases that are not going so well. In the beginning, when a business may not know how to map the customer journey, it is advisable to use one or more customer experience journey map templates that others have already devised and customizing it for the uniqueness of the business goals and specific customer experiences. The one thing that a customer journey map does is provide the totality of the customer experience, so that you can ask the right questions – what are points of friction and frustration? Which pages have the highest bounce rates? Are carts being abandoned? Are post-purchase services satisfactory? These are the things that can move a company to make the right decisions that will provide a satisfactory and seamless experience.

Customer Journey Map Templates To Swipe

Here are some popular templates from our collection that you can download and customize up to your needs e.g. transform into a retail e-commerce customer journey map or a more general B2B Customer Journey map template.

1. Customer Journey PowerPoint Template

Here’s a minimalistic template to help you create a general outline for your document. You can use it to map out the key touchpoints you have with prospects at different stages of their buyer’s journey – pre-engagement, consultation, initiation, coordination, and completion. It includes three levels of touchpoints that define the persuasive activities that can occur during interactions with potential buyers.

Use This Template

2. Customer Journey Map Diagram for PowerPoint

This template will make a great presentation to departments within an organization. It identifies both positive and negative customer experiences and when they occur during the customer journey. Once those negative experiences are identified (through analytics, customer feedback, etc.) they can be attacked. And the right department/team can be assigned to come up with plans for rectifying the issues.

3. Customer Journey Diagram PowerPoint Template

This design is simple and neat and shows the buyer’s journey in conjunction with the organization’s activity. The touchpoints are all identified on a timeline, with the goal of showing the interdependence of the customer journey experience and the company’s activity at each of those touchpoints, where they intersect. Using this template allows you to inject the unique experiences of their customers and the steps they take to ensure that the experiences are good. Data from analytics and customer feedback can be inserted in the form of text boxes. This gives a very clear picture of what is happening in a buyer’s journey and how an organization can make modifications in its activity to enhance that journey.

4. Customer Life Journey PowerPoint Diagram

This is the first of a four-part PowerPoint presentation of a simple customer journey map. The first slide shows the customer engagement process from the identification of a need, through the research and purchasing steps and then the post-purchase steps. In the middle of this “infinite” loop are the steps that a company takes to support the customer journey. A company can identify what it is doing at each step in the “buy” and “own” segments, including inserting the typical persona timeline from the historical data that has been analyzed.  

5. Buying Funnel Touchpoint Diagrams

This is a great customer experience journey map template to identify all touchpoints – from awareness, consideration, purchase, and service, to loyalty. Using this template, organizations can insert all that they are doing at each touchpoint, what the analytics are showing, and then develop strategies to improve the experiences through any touchpoints that are shown to be problematic.

6. Mountain Customer Journey PowerPoint Diagram

Here is a template that presents the stages of engaging the customer through a timeline that will track purchaser engagement throughout the journey. This helps to explain the customer experience from beginning to end and the steps that a company should take along the way to ensure a long-term repeat customer relationship. The goal is to educate the relevant departments/team members about customer satisfaction (or lack thereof) at certain points along the journey and can drive decisions regarding improvements in customer experiences. The peaks of the mountain represent high points in customer satisfaction; the low points represent what the analytics and customer feedback determine to be unsatisfactory. The template itself is highly customizable.

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B2B, B2C, Consumer, Customer Experience, Customer Journey, CX, Persona Analysis, Purchase Decision Filed under Presentation Ideas

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Your Customer Journey Map Template: 8 Steps to Successful Client Outcomes

• By Totango Team
• March 12th, 2021

Mapping the Modern Customer Journey

In the SaaS industry and in other industries borrowing its insights, the modern customer journey has been reconceived from a more customer-centric perspective. The traditional customer journey had previously been viewed from the perspective of the seller. From this vantage, the customer journey divides into a pre-sales buyer’s journey, which is driven by marketing and sales, and a post-sales customer journey, which is the responsibility of customer success teams and account managers. In this context, customer journey maps are typically visualized as funnels focused on the path to purchase, with less emphasis on the post-sales journey.

But from the customer’s perspective, the experience of your brand includes both the pre-sales and post-sales experience. A customer’s entire experience of your brand influences whether they choose to become repeat buyers promoting your products to others or lost customers negatively impacting your reputation. From this unified, customer-oriented perspective, the complete customer journey is a cyclical process, where customer satisfaction promotes repeat business and referrals which generate more business. This makes the modern customer journey look more like a flywheel than a funnel.

Moreover, the modern customer journey is fluid, with customers often engaging in multiple stages of the process simultaneously rather than following a single sequence. For instance, a customer may already be considering whether or not to buy an upsell SaaS product even when they’re still in the process of adopting their first purchase so that their experience of their initial purchase influences their perception of their prospective purchase. The modern customer journey includes all experiences which inform a customer’s total experience of your brand, whether or not they occur in a preconceived sequence.

From the flywheel perspective, the customer journey includes both the pre-sales and post-sales phases of the process. For planning purposes, this can be broken down into eight steps:

• Awareness: a prospect encounters your brand in your marketing space
• Consideration: the prospect engages with your brand on your website
• Conversion: the prospect makes a purchase and becomes a customer
• Onboarding: your new customer takes preliminary post-purchase steps, such as setting up a username and password
• Adoption: customer usage of your product
• Renewal: your customer renews their subscription or license and becomes a repeat buyer
• Expansion and growth: your customer’s increased engagement with your brand leads to cross-sell and upsell opportunities
• Loyalty and advocacy: satisfaction with your brand inspires your customer to promote you to others

To optimize each stage of this journey, it’s important to focus on metrics that can help you set goals for customer experience, measure success, and take data-driven actions. Let’s look at some ways you can use key performance indicators at each stage to flesh out your customer journey map template and translate it into action.

1. Awareness

In the awareness stage, you can track your prospective customer’s journey through metrics reflecting their encounter with your brand through digital channels, including:

• Organic search engine marketing
• Paid search advertising
• Social media

Data from these sources can provide you with important insights, such as where prospects are finding your brand, what search terms they’re using and what pain points led them to seek you out. Knowing this can help you prequalify prospects and focus your marketing efforts.

2. Consideration

In the consideration stage, relevant metrics track prospects’ digital engagement with your brand, such as:

• Unique visitors
• New vs. returning visitors
• Scroll depth
• Time on page
• Bounce rate
• Email newsletter subscriptions
• Free trial subscriptions
• Free trial product usage
• View pricing page

This type of data can provide insight into what customers are doing on your website and how you could steer them more effectively towards pages and actions which set the stage for sales.

3. Conversion

In the conversion stage, the most important metrics are sales conversions and sales revenue. You can segment this by a number of variables, such as:

• Referring source
• Prequalifying information
• First-time buyers vs. repeat buyers

Analyzing your conversion data can deepen your understanding of important sales information such as who your buyers are, where they’re coming from, and what they’re buying. Knowing this can help you gauge the effectiveness of your sales process and make adjustments and improvements. For example, you can use Totango Spark’s Freemium SuccessBLOC module to automate actions that promote higher conversions from freemium trials to paying customers.

4. Onboarding

Tracking the onboarding stage is important to make sure new buyers are progressing toward becoming active users. You can track this through KPIs such as:

• Onboarding completion rate
• Average number of days in onboarding
• Number of support tickets during onboarding
• Customer satisfaction score (CSAT) at end of onboarding

Use this type of data to ensure that your customers are completing onboarding, identify snags in your onboarding process, and take steps to remove barriers to successful onboarding. For example, you can use Totango’s Onboarding SuccessBLOC to automate onboarding tasks and trigger early warning alerts when customers get behind the curve.

5. Adoption

Monitoring the adoption stage helps you track user activity levels to make sure buyers are on a path to renewal. Important metrics to track include:

• License utilization
• Customers who have either increased or decreased usage
• Feature adoption
• CSAT after adoption
• Achievement of desired customer adoption outcomes
• Product stickiness

This type of data can help you evaluate the success of your adoption procedures and intervene with customers who are showing low adoption levels. The Increase Customer Adoption SuccessBLOC tracks usage and adoption and helps you get users back on track when adoption dips.

The renewal stage represents a critical point in your customer journey, determining whether or not they become repeat customers and brand advocates. Important data to monitor include:

• Customer health score , a consolidated, simplified overview of multiple metrics indicating a customer’s likelihood of renewal or risk of churn
• Renewal rate
• On-time renewal rate
• At-risk customers

It’s important for account managers to review this type of data for individual customers as renewal approaches. Many customers make the decision whether or not to renew as much as six months before their subscription expires.

7. Expansion and Growth

In the expansion and growth phase, customers increase their engagement with previous purchases and consider making additional purchases. Metrics you can track include:

• Visits to web pages providing tips on advanced features
• Advanced feature adoption rate
• Support tickets involving advanced features
• Cross-sell and upsell purchases
• Conversion rates for cross-sell and upsell offers
• Customer lifetime value
• Free trial sign-ups from word of mouth marketing

These types of numbers can help you track engagement among your existing customers and take steps to promote higher revenue from repeat business.

8. Loyalty and Advocacy

The loyalty and advocacy phase represents the climax of your customer journey map, indicating how likely customers are to remain buyers and promote you to others. Key metrics include:

• Customer retention rate
• Customer churn rate
• Net Promoter Score (NPS)
• Referral rate
• Referral revenue

This type of data helps you evaluate the overall effectiveness of your customer journey strategy at promoting customer retention and referrals. Correlating this data with data from earlier phases in your customer journey can help you identify places where your customer journey strategy needs adjustment and improvement. For instance, low retention rates coupled with low onboarding rates may indicate a need to improve your onboarding process.

Automate Your Customer Journey Map Template to Chart Your Path to Success

The modern approach to customer journey mapping replaces the emphasis on the pre-sales funnel with a fluid journey representing the complete customer experience, including everything from pre-sales brand awareness to post-purchase brand advocacy. A strategic approach to customer journey mapping seeks to optimize each step in the process by using measurable KPIs to ground data-driven actions promoting customer retention.

The Totango Spark platform supports modern customer journey mapping by providing SuccessBLOC modules with all the KPIs and tools you need to optimize each stage of your customer’s journey. Try it free to see for yourself how Spark can help you promote better customer journeys and higher client retention.

• Posted on: March 12th, 2021

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The Customer Journey Map Timeline PowerPoint Template is perfect for creating a Customer Journey Map. This map helps us understand how customers feel about a product or service over time. At the very top of the slide, there is a title space. At the bottom of the slide, an up-down road-like structure presents a timeline. Above that, you’ll see the months written from the first month to the 12th month.

Each month on the line has a little space next to it. This space is for writing down what the customer experienced during that month. It’s like telling a story, but it’s the story of the customer’s experience. This timeline presentation template is really helpful for different people. This Customer Journey Map Timeline PowerPoint Template can be your best friend if you’re a marketer, product manager, customer service representative, or designer. It helps you see where customers are happy and where they might need a little extra help.

You can use this template during meetings or presentations to show everyone what your customers think of your product. Using this Customer Journey Slide template , you can understand the customer’s journey and find ways to improve it.

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Manufacturing for tomorrow: Microsoft announces new industrial AI innovations from the cloud to the factory floor

Apr 17, 2024 | Kathleen Mitford, CVP, Global Industry

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After years of uncertainty from supply chain disruption and increased customer expectations, to changes in consumer demand and workforce shortages, manufacturing remains one of the most resilient and complex industries. Today, we are witnessing the manufacturing industry enter a transformative era, fueled by AI and new AI-powered industrial solutions. This AI-driven shift is prompting many organizations to fundamentally alter their business models and re-evaluate how to address industry-wide challenges like data siloes from disparate data estates and legacy products, supply chain visibility issues, labor shortages, and the need for upskilling employees, among others.  AI is more than just an automation tool, it’s a catalyst for innovation, efficiency and sustainability. AI innovation creates an opportunity to help manufacturers enhance time-to-value, bolster operations resilience, optimize factory and production costs and produce repeatable outcomes.

Ahead of Hannover Messe , one of the world’s largest manufacturing innovation events, Microsoft is announcing new AI and data solutions for manufacturers to help unlock innovation, enable intelligent factories, optimize operations and enhance employee productivity. The manufacturing industry has been incredibly resilient over the last decade and the infusion of new AI solutions signifies a critical transformation in this vital industry.

Unlock innovation and fuel the next generation of intelligent factories with data and AI

Manufacturing is one of the most data-intensive industries, generating an average of 1.9 petabytes worldwide every year, according to McKinsey Global Institute. And most of this data goes unused, leaving many valuable insights untapped. According to Gartner ® Research, “Generative AI will transform the manufacturing industry to a level previously not available, by providing new insights and recommendations based on data and actionable information.” [1] In this era of AI, the importance of data continues to grow as organizations realize they are only scratching the surface of what’s possible.

To help customers leverage their data and insights, today, we are announcing the private preview of manufacturing data solutions in Microsoft Fabric, and copilot template for factory operations on Azure AI . These solutions help manufacturers unify their operational technology and information technology (IT) data estate and accelerate and scale data transformation for AI in Fabric, our end-to-end analytics SaaS-based platform. Copilot template for factory operations helps manufacturers to create their own copilots for front-line workers utilizing the unified data. Front-line employees can use natural language to query the data for knowledge discovery, training, issue resolution, asset maintenance and more. For example, if a factory plant manager wants to understand why a machine is breaking, they can query the copilot to get insights and resolve the issue in just days, instead of weeks.

As part of our private preview, Intertape Polymer Group (IPG) uses Sight Machine’s Manufacturing Data Platform to continuously transform data generated by its factory equipment into a robust data foundation for analyzing and modeling its machines, production processes and finished products. IPG is now using Sight Machine’s Factory CoPilot, a generative AI platform with an intuitive natural language chat interface, powered by the Microsoft Cloud for Manufacturing and the copilot template for factory operations on Azure AI. This tool facilitates the team’s ability to rapidly gather insights and direct work on production lines which previously operated like black boxes. Instead of working through manual spreadsheets and inaccessible data, all teammates including production, engineering, procurement and finance have better information to drive decisions on products and processes throughout the plant improving yield and reducing inventory levels.

Also in private preview, Bridgestone is partnering with Avanade to confront production challenges head-on, focusing on critical issues related to production disruptions and scheduling inefficiencies, like yield loss, which can escalate into quality issues. As a private preview customer collaborating with Avanade, Bridgestone aims to harness the power of manufacturing data solutions in Fabric and the copilot template for factory operations. Their goal is to implement a natural language query system that enables front-line workers, with different levels of experience, with insights that lead to faster issue resolution. The team is excited to establish a centralized system that efficiently gathers and presents critical information from various sources and facilitates informed decision-making and enhances   operational agility across Bridgestone’s production ecosystem.

Creating more resilient operations and supply chains

A robust data strategy must span from cloud to the shop floor to enable the level of scale and integration that will help manufacturers accelerate industrial transformation across all operations. However, gathering OT data and integrating the data into multiple solutions is not an easy task for manufacturers. Production is complex, and their sensors, machines and systems are highly varied. Each site is unique and ensuring the right data is being shared with the right person at the right time is onerous and costly. Unfortunately, these scale and integration hurdles also block the enterprise from scaling AI solutions across every shop floor or gaining global visibility across all their sites.

With this in mind, Microsoft recently launched the adaptive cloud approach , including Azure IoT Operations . Our adaptive cloud is a framework to modernize edge infrastructure across operations, like factories, to take advantage of a modern, composable and connected architecture for your applications. Our adaptive cloud approach creates the level of scale needed to repeat AI solutions across production lines and sites. Putting the adaptive cloud approach into practice, Azure IoT Operations leverages open standards and works with Microsoft Fabric to create a common data foundation for IT and OT collaboration. To find out more about our adaptive cloud approach and Azure IoT Operations, visit our Azure Blog .

Looking to increase global operational efficiency, Microsoft’s customer Electrolux Group, developed a single platform to build, deploy and manage several key manufacturing use cases. Their platform’s goal is to capture all manufacturing data, contextualize it and make it available for real time decision-making across all levels of the organization within a scalable infrastructure. To enable this, Electrolux Group is adopting a full stack solution from Microsoft that leverages the adaptive cloud approach, including Azure IoT Operations. Using this approach, Electrolux Group is looking to reduce overhead from multiple vendors, a consistent and simple way to deploy and manage multiple use cases at a site, and then the ability to scale those solutions to multiple sites with simple and consistent fleet management.

Supply chain disruption is not new; however, its complexity and the rate of change are outpacing organizations’ ability to address issues. Manufacturers are under pressure to prevent and minimize disruptions, and as a result, almost 90% of supply chain professionals plan to invest in ways to make their supply chains more resilient. To support our customers, we’re announcing the upcoming preview of a traceability add-in for Dynamics 365 Supply Chain Management that will allow businesses to increase visibility into their product genealogy through the different steps of the supply chain. Traceability will also help businesses track events and attributes throughout supply chain processes and will provide an interface to query and analyze data.

Empowering front-line workers with AI tools to improve productivity,and job satisfaction

To enable intelligent factory operations, an empowered and connected workforce is key. According to the latest Work Trend Index , 63% of front-line workers do repetitive or menial tasks that take time away from more meaningful work. Additionally, 80% of front-line workers think AI will augment their ability to find the right information and the answers they need. From the office to the factory floor to the field, we are building solutions to address the unique challenges manufacturers face — by helping streamline front-line operations, enhance communication and collaboration, improve employee experience and strengthen security across shared devices.

Today we’re introducing new capabilities for Copilot in Dynamics 365 Field Service that help service managers and technicians efficiently find information, resolve issues while keeping customers updated at every step, and help summarize their work. Generally available, field service managers can interact with Copilot to find pertinent information about work orders using natural language in their flow of work in the Dynamics 365 Field Service web app. Additionally, available in public preview, front-line workers can configure and customize the fields Copilot uses to generate summaries within Dynamics 365 Field Service.

To further streamline collaboration among field service managers, technicians, and remote experts, Dynamics 365 Field Service users with the Field Service app in Teams can now share links to work orders that automatically expand to provide key details. This capability is generally available starting today. Should technicians need additional assistance from remote experts to resolve issues, they can simply access Dynamics 365 Remote Assist capabilities in the flow of work in Microsoft Teams with anchored spatial annotations even if the camera moves.

Microsoft ecosystem and partnerships in the era of AI

These new industry innovations in data and AI are strengthened through the Microsoft Cloud for Manufacturing, which enables organizations to accelerate their data and AI journey by augmenting the Microsoft Cloud with industry-relevant data solutions, application templates and AI services. The Microsoft Cloud for Manufacturing brings the best of Microsoft and our partners to jointly accelerate the digital transformation in manufacturing.

Microsoft is a trusted co-innovation partner committed to working with enterprises to unlock the true potential of AI solutions and transform the industry.​ Our offerings can also be customized by an unmatched global ecosystem of trusted partners. This year, we’re proud to have the following valued partners demonstrate at our Hannover Messe booth: Accenture, Annata, Ansys, Avanade, AVEVA, Blue Yonder, Bosch, CapGemini, Cognite, Connected Cars DK, DSA, HERE Technologies, Hexagon, Netstar, NVIDIA, o9 Solutions, PTC, Rockwell Automation, SAP, Syntax, Sight Machine, Siemens, SymphonyAI, Tata Consultancy Services (TCS), Threedy, ToolsGroup and Tulip Interfaces.

We look forward to seeing you at the Microsoft Booth in Hall 17 Stand G06, where you can join guided tours, and speak with manufacturing and industrial experts from around the world.

[1]   Gartner®, GenAI use-case prism for manufacturing, By Ellen Eichhorn, Sohard Aggarwal, July 2023. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

Tags: AI , Copilot for Dynamics 365 , Generative AI

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