Posted September 27 by Niranjan Reddy
Sep 27 by Niranjan Reddy

How to Make a Customer Journey Map That Works (Examples + Template)

How to Make a Customer Journey Map That Works (Examples + Template) How to Make a Customer Journey Map That Works (Examples + Template)


In today's customer-centric business landscape, understanding your customers and their interactions with your brand is essential for success. One powerful tool that can help you achieve this understanding is a Customer Journey Map. In this article, we'll delve into the concept of the customer journey, explore its stages, and guide you through the process of creating an effective customer journey map, complete with examples and a template. 

1. What is the customer journey?

In the rapidly evolving world of business, understanding the customer journey is a pivotal concept. It's essentially the map that guides your customers from their first interaction with your brand to the point where they make a purchase or engage in a desired action. This journey is a multifaceted process that involves various touchpoints and experiences, all of which collectively shape a customer's perception of your business.

At its core, the customer journey, especially when utilizing tools to create customer journey maps, revolves around the customer's perspective. It's about seeing your business through their eyes and comprehending the challenges and opportunities they encounter along the way. By doing so, you can refine your strategies to enhance their overall experience and foster lasting relationships.

2. Customer Journey Stages:

The customer journey typically comprises several discernible stages. While these stages may vary depending on your industry and business model, they often include:

Awareness: This is the stage where potential customers first become aware of your brand. It's often triggered by a need or problem, prompting them to seek solutions.

Consideration: During this phase, customers engage in research, evaluating their options and comparing different products or services. They read reviews, gather information, and weigh the pros and cons to make an informed decision.

Purchase: Once they've weighed their options, customers make the actual purchase. This transaction can take place online or in physical stores, depending on your business model.

Post-Purchase: After the purchase, customers enter the post-purchase phase, where their experience with your product or service truly begins. It encompasses product or service usage, interactions with customer support, and providing feedback.

Advocacy: Satisfied customers often transition into advocates for your brand. They share positive experiences with others through word-of-mouth, reviews, or on social media.

3. What is a customer journey map?

A customer journey map serves as a powerful tool for visualizing and comprehending the customer's experience with your brand throughout the various stages and touch points of their journey. It takes the complex, abstract concept of the customer journey and translates it into a tangible, visual representation.

Essentially, a customer journey map is like a snapshot of the customer's voyage, providing insights into their behaviors, needs, and emotions at each stage. This visualization enables businesses to identify strengths and weaknesses, pinpoint pain points, and discover opportunities to enhance the customer experience.

4. The Customer Journey Mapping Process:

Creating an effective customer journey map entails several key steps. It begins with defining your customer personas, detailed representations of your ideal customers, including their demographics, goals, pain points, and preferences. Next, you identify all the touchpoints where customers interact with your brand, ranging from your website and social media to email, physical stores, and customer service.

Gathering data from surveys, feedback, analytics, and interviews is essential to inform the mapping process. You then use a customer journey map template to construct a visual representation of the journey, clearly defining each stage and touchpoint while incorporating symbols and colors to convey emotions and pain points. Subsequently, you analyze the map to identify areas for improvement and make necessary changes to enhance the customer experience.

5. What's included in a customer journey map?

A well-structured customer journey map typically includes key elements:

Customer Persona: A representation of the customer or customer segment being analyzed.

Stages: Clear delineation of the stages of the customer journey (Awareness, Consideration, Purchase, Post-Purchase, Advocacy).

Touchpoints: Each interaction point between the customer and your brand.

Emotions: Depiction of the emotions or feelings experienced by the customer at each touchpoint.

Pain Points: Identification of any challenges or frustrations encountered by the customer.

Opportunities: Highlighting areas where you can enhance the customer experience.

6. Steps for Creating a Customer Journey Map:

Here's a step-by-step guide to creating your own customer journey map:

Define Your Goal: Determine the specific objective of creating the customer journey map, such as improving customer retention or increasing sales.

Select a Customer Segment: Choose a specific customer segment to focus on for the map.

Identify Touchpoints: List all the touchpoints where customers interact with your brand.

Gather Data: Collect data on customer interactions and experiences at each touchpoint.

Create the Map: Use a customer journey map template or software to create a visual representation of the customer journey.

Analyze and Identify Insights: Review the map to identify pain points and areas for improvement.

Implement Changes: Make necessary improvements to enhance the customer experience.

Monitor and Iterate: Continuously monitor the customer journey and make iterative improvements based on customer feedback and data.

7. Types of Customer Journey Maps:

When creating a customer journey map, it's essential to consider the type that best suits your needs. Here are some common types:

Current State Maps: These maps focus on the customer's existing journey, providing insights into pain points and areas that need improvement. They serve as a snapshot of the customer's current experience.

Future State Maps: Future state maps visualize the ideal customer journey, helping set goals for improvement. They act as a blueprint for creating a more desirable customer experience.

Day in the Life Maps: These maps illustrate a typical day in the life of a customer, showcasing their interactions with your brand. They emphasize the emotions and experiences customers go through.

8. Customer Journey Map Best Practices:

Creating an effective customer journey map requires adhering to best practices:

Involve Cross-Functional Teams: Collaboration among different departments, such as marketing, sales, and customer service, can provide a more holistic view of the customer journey. Each team brings unique insights to the table.

Focus on Customer Emotions: Understanding and addressing customer emotions is paramount. Emotions significantly influence purchasing decisions and brand loyalty. Acknowledging and enhancing positive emotions and mitigating negative ones is key.

Use Data and Analytics: Data-driven decision-making is vital. Leverage data from various sources, including customer surveys, feedback, and analytics tools. This information validates your map and ensures that it accurately represents the customer journey.

Keep it Visual: Customer journey maps should be visually engaging and easy to understand. Use clear icons, colors, and charts to represent different aspects of the journey. Visual aids make it simpler to grasp the customer's experience at a glance.

9. Benefits of Customer Journey Mapping:

There are several compelling reasons to invest in customer journey mapping:

Improved Customer Experience: Identifying pain points and areas for improvement through mapping allows you to enhance the overall customer experience. A smoother journey can lead to higher customer satisfaction.

Enhanced Customer Loyalty: A better experience fosters increased customer loyalty. Satisfied customers are more likely to return, make repeat purchases, and become advocates for your brand.

Informed Decision-Making: Customer journey mapping provides valuable data-driven insights. These insights empower your business to make informed decisions about product development, marketing strategies, and customer service enhancements.

10. Customer Journey Map Examples:

While every business's customer journey is unique, examining examples can inspire your own mapping efforts. Real-world customer journey map examples can demonstrate the power of visualizing the customer experience. In this section, you can include specific examples from various industries to illustrate how other businesses have used journey mapping to improve their customer interactions.

11. Free Customer Journey Map Templates:

To simplify the creation of customer journey maps, you can offer links to free templates, serving as a valuable free customer journey mapping tool. These templates provide a foundation for businesses embarking on their journey mapping journey, often featuring pre-designed layouts and sections. This accessibility is particularly beneficial for newcomers to the process.

12. HubSpot's Customer Journey Map Templates:

HubSpot, a leading provider of inbound marketing and sales software, provides some of the best free customer journey mapping tools with its valuable Customer Journey Map Templates. These templates are not only user-friendly but also highly customizable, serving as an exceptional resource for businesses beginning their journey mapping journey. Incorporating these templates into your article can effectively steer readers toward a trusted source to kickstart their journey mapping endeavors.


Creating a Customer Journey Map is a vital tool for understanding and optimizing the customer experience. By following a systematic process, considering different map types, and adhering to best practices, businesses can gain valuable insights into customer behaviors and emotions. This, in turn, leads to improved customer satisfaction, loyalty, and informed decision-making. With the availability of free templates and resources like HubSpot's templates, embarking on the journey of customer journey mapping has never been more accessible. It's a dynamic process that, when done right, paves the way for lasting customer relationships and business success.

Niranjan Reddy
Niranjan Reddy leads Hermitcrabs, Inc, an B2B Tech Inbound Marketing agency and eCommerce Agency, Google Certified & HubSpot partner. Who specialize in helping some of the world's largest B2B enterprise tech, tech Start-ups, professional service, and pharmaceutical companies increase and nurture their sales and marketing pipelines. Hermitcrabs, core services include inbound marketing, sales enablement, account-based marketing, modern lead generation digital strategies and web development in HubSpot COS, Wordpress, Magento, and Shopify.