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Customer Journey Map Template

BONUS: Read the customer journey map how-to guide.

Marketing Customer Success Product Management UX Design

Customer Journey Map Template

Used 8191 times | Updated October 26, 2023

Explore how your customers interact with your product, services, or organization with this free Customer Journey Map Template.

  • Understand your target customers’ behavior to inform your business, marketing, and product strategy.
  • Reveal pain points to optimize the user experience and increase customer engagement.
  • Identify new channel opportunities to grow your audience.
Use This Template

Beautiful living documents, built like web pages.
Join the 190,370 professionals using Xtensio.

Use This Template

Beautiful living documents, built like web pages.
Join the 190,370 professionals using Xtensio.

Explore how your customers interact with your product, services, or organization.

  • Understand your target customers’ behavior to inform your business, marketing, and product strategy.
  • Reveal pain points to optimize the user experience and increase customer engagement.
  • Identify new channel opportunities to grow your audience.

BONUS: Read the customer journey map how-to guide.

Marketing Customer Success Product Management UX Design

10 reasons to use Xtensio for Customer Journey Mapping.

  • Guidance Minimal instructions based on industry standards to help you fill each section.
  • Applicable Personas, User Interviews, Ecosystem Maps, and Competitive Analysis documents go hand in hand with Customer Journey Maps. Keep everything under one roof using Xtensio’s popular templates.
  • Easy editing Click to start editing. No need to download software. No excessive bells and whistles.
  • Live like a website Always up to date. 
  • Designer quality Present a sleek, online document to stakeholders.
  • Flexible layout Drag, drop, resize. Start with one of the Customer Journey Map templates or a blank page. 
  • Share privately Password protect your folio. Publish publicly with a customized URL.
  • On brand Set your preferred colors and fonts in the Team Style Guide. 
  • Set your own templates For frequently used documents.
  • Work together Add collaborators.

Benefits of Customer Journey Mapping:

  • Uncovering Insights: Dive deep into the customer psyche, understand their needs, desires, and pain points.
  • Driving Business Goals: Align your business strategies with customer expectations, ensuring mutual growth.
  • Enhancing Engagement: Foster a deeper connection with your customers by addressing their needs proactively.
  • Understanding Evolving Behavior: Stay ahead of the curve by adapting to the ever-changing buyer behavior.
Customer Journey Map In Action

Key Elements of a Customer Journey Map:

  1. Buyer Persona:
    Every customer is unique. By creating detailed buyer personas, businesses can tailor their strategies to cater to specific needs, ensuring a personalized experience.
    User Persona Template
  2. Marketing Funnel:
    From the first point of contact to the final purchase, understanding the stages of the marketing funnel allows businesses to guide customers seamlessly.
  3. The Buyer’s Journey:
    This customer-focused narrative sheds light on the various stages a buyer goes through, ensuring businesses are always one step ahead.

Steps to Create a Comprehensive Customer Journey Map:

  1. Establish Your Customer Scenario:
    Start with a clear picture. Define who your customer is and what scenario they find themselves in.
  2. Define the Steps:
    Break down the journey. Understand every step your customer takes, ensuring no stone is left unturned.
  3. List Interactions:
    From social media touchpoints to in-store interactions, list out every possible point of contact.
  4. Determine Customer Goals:
    Delve deep into what drives your customers. Understand their motivations, desires, and end goals.
  5. Highlight Positive Moments:
    Celebrate the wins. Recognize moments that customers love and replicate them across the journey.
  6. Identify Negative Moments:
    Every pain point is an opportunity in disguise. Address these challenges head-on to enhance the overall experience.

Why Xtensio’s Customer Journey Map Template Stands Out:

Xtensio is not just another tool; it’s a solution tailored for modern businesses. With its user-friendly interface, businesses can easily customize their journey maps, ensuring a perfect fit. Moreover, Xtensio offers comprehensive insights, helping businesses enhance their customer experience, making it a preferred choice over alternatives.

Customer Journey Map Template

Why do you need a Customer Journey Map?

Constructing a real-life customer story helps team members develop empathy for customers, and serve them better while helping the business KPIs. 

Customer journey maps are usually associated with user experience design, product management, or customer support teams. Their purpose is to identify how a product or service meets customers’ expectations. Reveal what’s working and what should be improved. 

More and more branding and marketing teams are using some variation of the customer journey map to inform their strategic decisions. Untapped opportunities to reach and grow audiences may arise from a diligent analysis of a customer’s journey.

There are many ways a customer, user, or simply a human’s experience can be visualized with a journey map depending on the purpose of its use. We created variations on the Customer Journey Mapping exercise. These cover the most common use cases.

The 7 Parts of a Customer Journey Map

Xtensio’s fully customizable template includes 7 must-have sections that go into a comprehensive Customer Journey Map. 

  • Intro: Persona + Scenario + Goals
    This intro to the Customer Journey Map includes a specific persona, an archetype of a customer likely to use your product. A brief scenario in which this persona is going about their lives, or business as they come in contact with your brand. Learn how to create a user persona in detail here.

    If you haven’t already identified personas for your organization, start working on them with Xtensio’s popular User Persona Template. 
  • Stages
    Most typically, a customer’s experience starts with the awareness of your brand and develops towards consideration. A most critical stage is when a customer makes a purchase, subscribes, or signs up for your services. But the ideal journey does not end at sales. Onboarding or the early moments of a product’s usage is essential to match customers’ expectations with their actual experience if not exceed them. If satisfied, a customer’s journey will mature towards loyalty & advocacy. 

    Xtensio’s main Customer Journey Map template follows this desired timeline of a user’s journey. You may modify this timeline or make them more precise for your scenario.
  • Actions
    The steps that the customer or user takes as they come in contact with your product. These are the sequence of events in which the customer takes action towards completing a task or achieving a goal. 
  • Touch Points / Channels
    These are points in the physical or digital space where a customer comes in touch with your brand. 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.
  • Emotions
    A wide range of emotions can be analyzed on a customer’s journey. For our multi-purpose customer journey mapping, we show a slider between general positive emotions and negative emotions. Happy, Satisfied, Excited vs. Frustrated, Disappointed, Anxious. You may edit the template to make them more specific.
  • Pain Points
    The areas where a user or customer is taking too long to proceed to the next action, or dropping off of the journey. Obstacles that get in the way of your persona’s goals and bring their mood down. These can be technical problems with a product experience, or clarity issues with the language used to explain product steps.
  • Solutions and Opportunities
    Ideas will arise from reviewing all of the above to tackle the pain points, create an experience that exceeds customers’ expectations, and discover opportunities to rise above competing brands. This area can also pinpoint which team members will be responsible for making customer experience improvements. 


There can be variations in these sections depending on the purpose of your map. Other sections related to KPIs or teams can be added to this template as well. To get started with the most essential steps, try Xtensio’s template which applies the best practices out there.

Customer Journey Map In Action -Touchpoints

Frequently asked questions

What is a customer journey map?

A customer journey map is a visual representation that outlines the steps a customer takes when interacting with a business, from initial awareness to post-purchase engagement. It helps businesses understand customer needs, pain points, and opportunities for improvement.

What are the 5 stages of the customer journey?

The 5 stages of the customer journey are:
Awareness: The customer becomes aware of a problem and your solution.
Consideration: The customer evaluates different options to solve their problem.
Decision: The customer decides to purchase your product or service.
Usage: The customer uses the product or service.
Advocacy: The customer becomes a loyal advocate, promoting your brand to others.

What are the 5 key components of a customer journey map?

The 5 key components of a customer journey map are:
1. Customer Personas: Detailed profiles of your target customers.
2. Touchpoints: Points of interaction between the customer and your business.
3. Customer Goals: Objectives the customer aims to achieve at each stage.
4. Pain Points: Challenges or obstacles the customer may encounter.
5. Opportunities: Areas where you can improve the customer experience.

What are the 4 stages of customer journey mapping?

1. Research: Collect data on customer behavior, preferences, and pain points.
2. Analysis: Identify patterns and insights from the data collected.
3. Visualization: Create a visual map outlining the customer journey.
4. Implementation: Apply insights to improve customer experience and business processes.

How do you create a customer journey map?

To create a customer journey map, start by defining your customer personas. Next, identify the touchpoints where customers interact with your business. Map out the customer goals, pain points, and emotions at each stage. Finally, visualize this information in Xtensio’s Customer Journey Map template and use it to identify opportunities for improvement.

Why is a customer journey map important?

A customer journey map is crucial for understanding the customer experience from the customer’s perspective. It helps identify gaps in service, areas for improvement, and opportunities to enhance customer satisfaction and loyalty.

What tools are used for customer journey mapping?

Xtensio is a very popular option. Other tools for customer journey mapping include specialized software like Smaply and UXPressia, as well as general-purpose tools like Adobe Illustrator and even physical whiteboards for brainstorming.

How often should you update a customer journey map?

A customer journey map should be updated at least annually, or whenever there are significant changes in customer behavior, market conditions, or business processes.

What is the difference between a customer journey map and a sales funnel?

While both tools aim to understand customer behavior, a customer journey map focuses on the customer’s experience and emotions throughout their interaction with a brand. A sales funnel, on the other hand, is more focused on the stages a customer goes through leading to a purchase.

How do you measure the effectiveness of a customer journey map?

The effectiveness of a customer journey map can be measured through key performance indicators (KPIs) such as customer satisfaction scores, net promoter scores, and conversion rates, among others.

Marketing Customer Success Product Management UX Design
Customer Journey Map
Use The FREE Customer Journey Map Template

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