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Customer Journey Map Template

customer journey map template

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

Customer Journey Map Template

Used 3643 times | Updated January 18, 2023

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.
Use This Template

Beautiful living documents, built like web pages.
Join the 102,994 professionals using Xtensio.

Use This Template

Beautiful living documents, built like web pages.
Join the 102,994 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.

Paperless documents

100s of free templates
Use professionally built guiding templates or start from scratch. Create any document or presentation – pitches, sales sheets, reports, case studies, agendas, wikis, strategy exercises…
Easy yet powerful editor
Click, drag, drop, resize, customize and edit anything. Add images, videos, tables, lists, buttons, charts. Embed web pages, maps, other presentations.
Real-time collaboration
Collaborate with team members and guests in real-time. Changes save and sync across all devices automatically.
Flexible sharing
Share folios with customized links, present full-screen digital slideshows, export PDFs and PNGs. You can even embed on your website. Your work is responsive and will look good everywhere.
Ensured brand consistency
Add your fonts and colors from your (or your clients’) website. Save your style guide to lock branding for all your team and their folios.
Chaos-free organization
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Why use Xtensio to build a Customer Journey Map?

Customer Journey Maps are visual tools to capture your goals, research, and to-dos at a quick glance. You can draft it with stickies on the wall, or sketch it out on a piece of paper. But when you want to keep referring back to it and align team members’ over it, you might want to have a polished, visually clear, and ‘living’ version of your map available. Xtensio’s template is created just for that.

Are you looking for a Customer Journey Mapping tool? Here are 10 reasons to use Xtensio for Customer Journey Mapping.

  • Some 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.
  • Straightforward 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 project. Publish publicly  with a customized URL.
  • On brand. Set your preferred colors and fonts in Team Style Guide. 
  • Set your own templates. For frequently used documents.
  • Consider remote work Add collaborators.

What is a Customer Journey Map?

A Customer Journey Map (or a User Journey Map) is a visual tool that outlines the experience of a customer as they interact with a brand, event, product, or service. It is created based on research, obtained by looking at data, interviewing or surveying customers, social media listening, or observing user interactions. 

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.

Customer Journey Map in action

Variations on the Customer Journey Map

Fully customizable templates that you can make your own.

  • Day in the Life Journey Map
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    Day in the Life Journey Map
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  • In-Store Customer Journey Map
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    In-Store Customer Journey Map
    Used 129 times
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  • Current State Customer Journey Map Template
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    Current State Customer Journey Map
    Used 284 times
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  • Future State Customer Journey Map
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    Future State Customer Journey Map
    Used 188 times
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  • Service Blueprint Template
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    Service Blueprint Template
    Used 108 times
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  • Customer Support Journey Map
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    Customer Support Journey Map
    Used 111 times
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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.

    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 to make 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 that applies the best practices out there.

​No account or credit card is required to try.

Use This Template
Customer Journey Map
Customer Journey Map in action -touchpoints

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Frequently asked questions

What is Xtensio?

Xtensio is the quickest and easiest way for teams to create, share and manage all of their business documents together. Create pitches, sales sheets, reports, case studies, agendas and more. Add images, videos, tables, buttons and other interactive modules. Drag and drop, resize, change backgrounds, colors. Share a link. Present a digital slideshow. Export a PDF/PNG.

Do I need to download software?

Nope. Xtensio is a web browser-based platform.

What browsers are compatible with Xtensio?

Xtensio works on recent versions of all major browsers. The smoothest experience is on Chrome. 

How is Xtensio different from PPT, Illustrator or Word?

Unlike other presentation or document creators, Xtensio works like a web builder so you can easily drag and drop interactive content, customize the layout, and change colors, fonts, backgrounds to get professional-looking business content out the door quickly, without needing a designer.

You can collaborate with team members and guests to work together in real-time on the cloud. And the flexibility to share projects as live web links, digital slideshow presentations or exportable PDF/PNGs means you don’t have to jump between tools when creating different deliverables. Check out this page to see how Xtensio outpaces the competition.

What is an Xtensio folio? 

An Xtensio folio is a living document. It’s a live webpage, a full-screen digital slideshow presentation and an exportable PDF/PNG document all-in-one. Folios are responsive, collaborative and completely customizable.
Start from an instructional template, editable example or a blank folio to build all your business documents and presentations with the ease of a web builder. Add team members and guests to work together in real-time on the cloud. Changes instantly sync to the live version of the folio so both internal and external stakeholders are always up-to-date. Xtensio folios are the next generation of flexible documents and presentations.

Is my data private and secure?

Yes. All Xtensio plans include 128 bit SSL encryption and backups to ensure your data is secure. Here’s more on the range of sharing options on Xtensio, from completely private to public.

Can I create a Customer Journey Map for free?

Yes. Any Xtensio template, including the Customer Journey Map Template is 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 our premium plans, you’ll have a private, branded workspace with your own URL where you, your team members and guests can create and collaborate on multiple presentations and documents.

You’ll be able to lock branding across your deliverables with the team style guide, streamline the creation process with custom templates, unlock exports, add password protection and customize individual shared links, and view project stats to stay updated on all of your projects. Here’s more about our premium plans.

What is the difference between a Customer Journey Map, a User Journey Map, and a Customer Experience Map?

These terms are often used interchangeably. But if you like to be precise, there are slight differences in each of their use. User Journey Maps are more UX design process-focused. They are used to identify any friction, and redundancies in product design to improve the customer experience. Whereas Customer Journey Maps cover a wider range of customer interactions and business considerations. Customer Experience Maps go even broader to outline a customer’s general experience as they try to complete a task or achieve a goal. Customer Experience Maps do not necessarily focus on a customer’s interactions with a specific company. Whereas a Customer Journey Map’s sole purpose is to zoom in on how a customer perceives and interacts with a product, service, or brand.

Can I add colleagues to work on my Customer Journey Map?

Yes! You can invite as many people as you’d like to collaborate on your Customer Journey Map, ensuring your whole team is aligned. As a platform, Xtensio helps improve the way your team works. Here’s more on real-time collaboration.

How do I share my Customer Journey Map?

When you’re ready to share your completed Customer Journey Map, 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.

Does Xtensio have a Persona template?

Yes. Xtensio’s Instructional User Persona Template is one of the most popular templates out there for its beautiful design and ease of use. You can also find persona examples in our Templates library, along with related templates such as User Persona Comparison.

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!

Xtensio is your team space for beautiful living documents. Create, manage and share business collateral, easily.

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