Customer Journey Map Template
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.
Beautiful living documents, built like web pages.
Join the 104,816 professionals using Xtensio.
Beautiful living documents, built like web pages.
Join the 104,816 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.
Paperless documents
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.
Variations on the Customer Journey Map
Fully customizable templates that you can make your own.
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.
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Frequently asked questions
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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.
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.
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.
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.
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.
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!
