Participants:
2-10
11-25
25+
Prep Time:
Time to Run:
30 min

Customer Journey Map Template

Think critically about your users' needs and motivations

Customer Journey Map Template with example text in it
Courtesy of our friends at

Use this framework to better understand customer needs, motivations, and obstacles by illustrating a key scenario or process from start to finish. When possible, use this map to document and summarize interviews and observations with real people rather than relying on your hunches or assumptions.

What are customer journey maps?

Customer journey maps detail each touchpoint that your customers experience with your brand, from the first time they encounter it on social media, to making a purchase, and beyond — including using said product, making repeat purchases, and communicating with customer support.

Benefits of customer journey mapping

Customer journey maps are beneficial for all departments in an organization, as well as the stakeholders. Companies map their customers' journeys to have a high-level visual of all the interactions they have with their customers.

As part of the customer journey map, you should also note where users leave the journey and whether they enjoy or dislike a particular touchpoint.

To that end, product managers can use a customer journey map to identify whether a customer falls off during the product experience. They can also use it to identify how satisfied a customer is with a particular experience and, if they’re unsatisfied, work on improving it.

Sales and marketing teams may use a customer journey map to identify whether particular ads are capturing an audience and if particular touchpoints bring users further down the sales funnel.

How to create a customer journey map

Customer journey maps begin when there’s a customer need that has yet to be met, and they don’t necessarily have a solid, definable endpoint. Brands should update the customer journey maps as needed. The goal is to know, understand, and serve your customers, and customers’ needs and wants can change over time.

Make a list of each touchpoint between your customers and your brand

A touchpoint is any interaction between customers and your company. Listing every interaction sounds easy, but your brand likely has more touchpoints than you think. 

A touchpoint isn’t just “visiting your website.” Every page they have to click through is a touchpoint. Every filter they need to employ (i.e., “choose your size”) is a touchpoint. Those, in addition to social media ads, social media pages, physical ads, and email drips, are all potential touchpoints.

Your list of touchpoints needs to be comprehensive and precise. One way to identify your touchpoints is through customer research. 

Conduct surveys or interviews that ask customers how they came to learn about your company and how they interact with your brand. You may be surprised. Customer interactions are more frequent and unusual than you think.

In your customer research, you’ll want to know the best way to order the touchpoints, so ask questions like:

  • How and when did you first hear about us, and what drew you to our brand?
  • If you’ve bought and used a product of ours, what part of the buyer journey led you to make the purchase?
  • Which of the different stages in interacting with us was the most pleasing? The least?

Order them in the same order as your customer’s journey

Now that you have a list of every touchpoint, put them in the same order as your customer’s journey. Because not every customer takes the same journey, you will have multiple customer journey maps.

Some customers may arrive at your site from an Instagram ad, while some may arrive from a bus ad. Some will go directly to a product page and purchase in the first few minutes of hearing about your brand. Some will sign up for a newsletter and may not make a purchase for months. The point of the customer journey map is to have an understanding of all of the journeys your customers can take.

This part of the process can also help you determine if you have too few or too many touchpoints. You want to have enough so that the customers’ needs are being met, but not so many that there are unnecessary steps that might drive customers away.

Keep your map updated

Your customer journey map will likely need to be updated and adjusted over time. Just as customers’ wants, needs, and expectations will change, so, too, must your strategy.

By being adaptable and making changes as needed, you can improve your overall customer experience

How to create a Customer Journey Map Template

Customer Journey Map Template Frequently Asked Questions

Why are customer journey maps important?

Who should be involved in designing a journey map?

Where do I find information for customer journey map research?

What goals should I have for my customer journey map?