Customer Journey Map Examples
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If you’re looking to get a clear picture of how customers interact with your brand, our Customer Journey Map Examples are a great starting point. They’re designed to help you see every step your customers take, from their first encounter to becoming loyal fans. The best part? You can easily customize these templates with our simple online editor—change the text, tweak the colors, and adjust the layout to fit your exact needs. It’s all about making customer interactions better and more meaningful.
8 Types of Customer Journey Maps (and When to Use Each)
A customer journey map is a visual representation of every interaction a customer has with your brand across time. But “customer journey map” is not one thing. There are at least eight distinct types, each designed for a different analytical purpose. Using the wrong type for your question is like using a telescope when you need a microscope.
The instructional journey map is the most common starting point. It walks through the standard awareness-to-advocacy arc with touchpoints, emotions, and pain points at each stage. Use it when you are mapping a customer experience for the first time or onboarding a new team to customer-centric thinking. The day-in-the-life map goes deeper: it follows a single persona through a full day, capturing every interaction (not just the ones with your product). This reveals context that product-centric maps miss, like the frustration a user felt in a meeting 30 minutes before opening your app.
Current-state maps document what the experience looks like today, with all its friction. Future-state maps envision what it should look like after improvements. Running both side by side is one of the most effective ways to build a business case for CX investment. Service blueprints add a layer underneath the customer-facing journey, mapping internal processes, systems, and handoffs that support each touchpoint. Use these when you need to diagnose why a touchpoint fails, not just identify that it does.
Each variation below comes with a free editable template. Customize it for your business, share it as a live link, and keep it current as your customer experience evolves. Teams that maintain journey maps as living documents, updating them after each research cycle, consistently outperform teams that treat mapping as a one-off workshop exercise.
Instructional Customer/User Journey Map
(Instructional Template)
Explore how your customers interact with your product, services, or organization. This fully customizable template includes 7 must-have sections that go into a comprehensive Customer Journey Map. Guiding text based on best practices will help you fill in each section.
Day in the Life Journey Map
Day in the Life Journey Map is meant to reveal what a person does, feels, and thinks on a typical day. Regardless of whether they interact with your product or organization. Use it for two main strategic moves. To identify the best time and an ideal channel to come into a customer’s radar. And to discover new market opportunities, and develop new product ideas.
Current State Customer Journey Map
(Instructional Template)
Visualize a customer’s thoughts, actions, and feelings as they interact with your product or services right now. Based on research, identify what makes customers happy, and what the friction points. Use it to make immediate improvements and reveal opportunities to create an excellent customer experience.
Future State Customer Journey Map
(Instructional Template)
Tap into your creativity and long-term vision. Imagine the ideal scenario for your customers to experience your brand. See how it’s different from the current reality. Identify practical steps to turn the aspiration into achievement.
In-Store Customer Journey Map
Visualize your customers’ thoughts, feelings, and steps they take from entering your retail store to checking out. This In-Store Customer Journey Map example is created for a local bakery in mind. It’s fully editable. Change text and make it your own.
Service Blueprint
Create a diagram of the roles, tools, and activities involved in the service process. Separate the actions that a user can see from all that happens behind the scenes. Use it to analyze the effectiveness of the processes. Edit this blank template online, or print it to draw on it and visualize your Service Blueprint.
Customer Support Journey Map
This version of the Journey Map focuses on the specifics of providing support to existing or potential customers. Whether it’s in person, over the phone, by email, or via another medium, outline a typical day of interacting with customers to ensure a smooth experience, solve problems, and identify frequent issues. Fill in this blank template online, or print it to work on it offline.
Persona-Based Customer Journey Map
(Instructional Template)
This one is a merge of the classic User Persona one pager and a Customer Journey Map. Use it to present a customer profile along with the highlights of their thoughts and feelings as they interact with your brand.
Content Marketing Customer Journey Map
Identify what type of content will most effectively reach your audience. Take a Customer’s Journey through Attraction, Authority, Affinity, and Action content.
What is a Customer Journey Map?
Why do you need one?
What are the 7 parts of a typical Customer Journey Map?
Why use Xtensio to build a Customer Journey Map?
Read our intuitive guide to Customer Journey Mapping in 2023
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