Current State Customer Journey Map Template

What is a Current State Customer Journey Map?

The Current State Journey Map is a more focused version of a Customer Journey Map. It outlines the current experience of a customer as they interact with a brand, event, product, or service. It is all about real life, right now. For that reason, it is strictly informed by actual customer interviews or surveys, observing user interactions, customer support tickets, and data analytics. 

This living document can be shared with many stakeholders that can benefit from the findings.

Product and UX design teams can employ this tool during a product audit and plan the upcoming sprints accordingly. 

Startups or entrepreneurial projects can prove that there is a clear experience problem to solve, therefore a potential opportunity to innovate and build a business. 

For branding, marketing, and sales, the Current State Customer Journey Map may help identify the product market fit, bet on the most effective channels to reach potential customers, and develop a content strategy that resonates better with existing customers.

How to create a Current State Customer Journey Map?

During this process, you will research how prospects discover your brand, where they come from, how they become customers, use a product, and whether they like to stick around or abandon the experience. 

We created an easily editable template that breaks down into 6 main parts. You may edit these sections add or remove columns and make this layout your own.

• A quick title to name the Persona. Click and type a name for this Customer, relevant to their relationship with your product or organization. For example “GenX Prosumer,” or “Working Mother.” Here you can also add a brief scenario. Such as “Creating short videos for social media.” or “Throwing a kids’ birthday party.”  
  

• Stages. This could be the typical buyer funnel, from discovery to advocacy. For this template, we left this area open to your interpretation. So you can modify this timeline and make it more precise for your scenario. 
  

• Thoughts and Feelings as verbalized by the customers during the interviews, captured in customer tickets, or survey results. Use actual quotes in this area to record the most authentic observation. 
  

• Goals and Actions. These are the sequence of events in which the customer takes action towards completing a task or achieving a goal. Use Xtensio’s task module to list out these steps. Mark successfully completed, or incomplete tasks to surface how smooth the experience is going for them.
  

• Improvements & Opportunities. Describe top-of-the-mind opportunities for new features, growth, and new channels.
  

Feel free to slightly change the contents and titles of these 6 parts, and add more columns or rows to fit your needs. Xtensio’s fully customizable Current State Customer Journey Map template is a live web page. Share it as a link with your stakeholders.

The next natural step after completing this one is the Future State Customer Journey Map. Alternatively, you can select among other types of Journey Maps and check out our Intuitive Guide to Customer Journey Mapping for a deeper dive into this research tool. 

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