Current State Customer Journey Map Template
- Diagram a customer’s thoughts, actions, and feelings as they interact with your brand, product, or services right now.
- Identify what works well and what doesn’t.
- Make immediate improvements and reveal opportunities to create an excellent customer experience.
We created an easily editable template. Click and fill in with your findings. Share live.
Try first! Create an account if you like it.
Beautiful living documents, built like web pages.
Join 246,652 professionals using Xtensio.
Beautiful living documents, built like web pages.
Join 246,652 professionals using Xtensio.
- Diagram a customer’s thoughts, actions, and feelings as they interact with your brand, product, or services right now.
- Identify what works well and what doesn’t.
- Make immediate improvements and reveal opportunities to create an excellent customer experience.
We created an easily editable template. Click and fill in with your findings. Share live.
Try first! Create an account if you like it.
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.
- Touchpoints & Current Issues. In this zone populate a quick list of touchpoints using Xtensio’s label module. These can be the actual points of interaction with a product, such as using a tool, clicking a button on a mobile app, or encounters on a marketing channel such as social media posts, TV ads, or promotion emails. These are places where a user quickly develops an opinion about a product and have an emotional response to it. Flag any issues that come up in these areas.
- 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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Customer Journey Map for free?
Yes. Any Xtensio template, including the Customer Journey Map Templates, are FREE TO TRY. No need to add your credit card information to start editing. Create an account if you would like to save and share your work.
What would I get by upgrading to a premium plan?
By upgrading to a premium plan, you can claim your branded URL, unlock unlimited projects, and access additional team features to create and collaborate on documents and presentations. Here’s more about our premium plans.
Do you have a step-by-step Current State Customer Journey Mapping How-To Guide?
Check out our Intuitive Guide to Customer Journey Mapping which is not a step-by-step guide, because we think this tool requires more of a zigzaggy process. So our guide shows you the essential ingredients to use in a Customer Journey Map, and ways to activate your instincts during your research process.
What are the different types of Customer Journey maps?
There are 4 main types of Customer Journey Maps. – Day in the Life Journey Map
– Current State Journey Map
– Future State Journey Map
– Service Blueprint
We also created a few other variations on the Customer Journey Map for more specific use cases.
Can I invite colleagues to work on my Customer Journey Map?
Yes! You can invite UX researchers, UX designers, product managers, marketing team members to your document. Work on it together, remotely. As a platform, Xtensio helps improve the way your team works. Here’s more on real-time collaboration .
How do I share my Current State of the Customer Journey?
When you’re ready to share your completed Current State Customer Journey, choose between these options:
– Present it as a full-screen digital slideshow
– Send it as a responsive web link (you can even have the link show in slide view)
– Export it as a PDF or PNG.
Learn more about the different ways to share your projects in this tutorial video.
Can I modify the Customer Journey Map Template?
Easily. Xtensio’s templates are fully customizable. You can use it as is simply by typing and editing the instructional text, and replacing images. If you’d like to go further apply any style you like. Change colors and fonts to match your branding. With drag and drop editor you can modify the layout, and repurpose the template for your specific needs.
Can I make my own templates on Xtensio?
Please do! Start with an existing template, modify it to your own needs and visual style, and save it as your team template. Start off new projects based on your own version. Submit a unique template design to us and we will promote it along with your profile!