30 Best Customer Journey Mapping Tools of 2025 : Reviewed & Compared
10 Best Customer Journey Mapping Tools Shortlist
Here's my pick of the 10 best software from the 30 tools reviewed.
Our one-on-one guidance will help you find the perfect fit.
Understanding your customers' experiences can be challenging. As a CX manager, you're tasked with identifying pain points, optimizing touchpoints, and enhancing overall satisfaction. Without the right tools, this can feel overwhelming. That's where customer journey mapping tools come in.
Customer journey mapping tools help you visualize the customer experience, pinpoint areas for improvement, and align your team’s efforts. In this article, I'll share my top picks for customer journey mapping tools, based on thorough testing and independent reviews. You'll discover options tailored to different needs and budgets, ensuring you find the right fit for your team.
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Best Customer Journey Mapping Tools Comparison Chart
This comparison chart summarizes basic details about each of my top journey mapping tool selections. You can view pricing details and the availability of free trials or demos side-by-side to help you find the best software for your budget and business needs.
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 |  Fullstory The journey mapping feature in Fullstory helps you understand the various paths customers take when navigating your website or app. | Best for understanding journeys with session replays | 14-day free trial + free plan available | From $199/month | Website |
| 2 |  Lucidchart Create in-depth diagrams that capture the customer experience | Best for journey maps with built-in collaboration features and integrations | 7-day free trial | From $7.95/user/month (billed annually) | Website |
| 3 |  Mouseflow Mouseflow's session replays can offer a detailed view of user journeys, with views of entry pages, friction points, and navigation paths. | Best for identifying drop-off points | 14-day free trial + free plan available | From $39/month | Website |
| 4 |  FigJam The flexible whiteboard solution can facilitate brainstorms and ideation sessions as well as roadmapping, project management, and more. | Best for real-time collaboration on visualizing and improving customer experiences | Free plan available | From $15/seat/month (billed annually) | Website |
| 5 |  InDesign CC Use a template or start from scratch to create wholly customizable mapping graphics. | Best software for complex graphic design | 7-day free trial | From $31.49/month | Website |
| 6 |  Totango Get a comprehensive analysis of customer usage and adoption data, track trends over time, and receive real-time notifications. | Best for digital customer journey mapping | 14-day free trial | From $249/month (2 users + 200 customer accounts) | Website |
| 7 |  Smaply Common customer journey elements can be placed with point-and-click simplicity. | Best for its support for multiple persona journey maps | Free plan available | From $25/user/month | Website |
| 8 |  Canvanizer Load Canvanizer right in your web browser and start editing your canvas immediately. | Best free customer journey mapping tool | Free plan available | From $25/year | Website |
| 9 |  Reveall Reveall lets you visualize customer journey maps with real data. | Best for joining journey mapping and product prioritization | 14-day free trial | From $24/month | Website |
| 10 |  Omnigraffle Omnigraffle is available on MacOS as well as iOS (iPhone & iPad). | Best journey mapping tool for MacOS | 14-day free trial | From $12.49/user/month | Website |
Best Customer Journey Mapping Software Reviews
Here’s a brief description of each customer journey mapping software with an explanation of why I included it in this top 10 list:
Fullstory is a digital experience analytics platform designed to help businesses gain deeper insights into how users interact with their websites and apps. By injecting digital behavioral data into analytics stacks, Fullstory helps technology leaders make more informed decisions by transforming each digital visit into actionable insights.
Why I picked Fullstory: I like its session replay feature, which allows you to see every interaction users have with your site, from clicks and scrolls to form fills and navigation patterns. You can watch these sessions in real time or review them later, providing a clear, visual understanding of where users drop off or experience frustration. Fullstory’s behavioral data platform plays a critical role here, providing you with quality behavioral data at scale.
Another key feature is Fullstory’s path analysis, which helps visualize and explore the common paths users take through your site. This makes it easy to identify which flows lead to conversion or which ones result in drop-offs. The platform also segments users based on behaviors and interactions, helping you understand the customer journeys that matter most. By delivering true behavioral insights, Fullstory enables businesses to detect malicious behaviors and fraud while identifying their highest-value customers and improving customer-centric strategies.
Fullstory Standout Features & Integrations
Features include heatmaps, event funnels, custom dashboards, error detection, frustration signals, user segments, collaboration tools, omnichannel data tracking, advanced search filters, and data export.
Integrations include Google Analytics, Segment, Optimizely, Slack, and Jira.
Pros and cons
Pros:
- Detailed session replays
- Provides real-time analysis
- Offers a heatmap feature
Cons:
- Mobile analytics are a paid add-on
- Can produce large amounts of data, which can be overwhelming
Best for journey maps with built-in collaboration features and integrations
Lucidchart is a cloud-based diagramming application that helps you visually represent processes and systems.
Why I picked Lucidchart: Used by BP, L’Oréal, and BMW, Lucidchart simplifies customer journey mapping with a large library of templates, drag-and-drop functionality across an infinite canvas, real-time collaboration, in-app chat, automatic sync and save, and more. Being a web-based app, there are no downloads or installations needed and it works on any device, browser, or operating system.
Usability and value are two of Lucidchart’s biggest strengths. The low per-month cost combined with intelligent features and an intuitive interface make it one of the easiest wireframing tools to use. Features like comments, tasks, sharing, revision history, and embedding make collaboration simpler for remote and hybrid teams.
Lucidchart Standout Features & Integrations
Features include numerous templates, automated diagrams, a drag-and-drop editor, conditional formatting, and team collaboration features like real-time co-authoring, an in-app chat, shape-specific comments, and live cursors so you can see what portions of your journey map your other team members are working on.
Integrations are available with Microsoft Office, Atlassian, Salesforce, LinkedIn Sales Navigator, Slack, Amazon Web Services (AWS), Jive, GitHub, BambooHR, Quip and more—including many apps through Zapier. Lucidchart also has free add-ons for Google Docs, Sheets, and Slides, and works perfectly with Lucid's virtual whiteboarding product, Lucidspark, to boost collaboration throughout the entirety of your workflow.
Their free plan includes 100 templates and up to 3 editable documents. Or you can opt for their 7-day free trial to give it a test drive before you commit.
Pros and cons
Pros:
- Offers data linking for dynamic visuals
- User-friendly interface
- Offers a wide range of templates
Cons:
- Lots of features creates a learning curve for beginners
Mouseflow is a behavior analytics tool that helps you understand how visitors interact with your website. By providing insights into user behavior, it enables you to identify areas for improvement and enhance the overall user experience.
Why I picked Mouseflow: Mouseflow’s journey mapping tool makes it easy to see where visitors lose interest or leave your site. You can track drop-off rates at each step of the journey and analyze how effective your pages and marketing efforts are at keeping users engaged. This data helps you eliminate barriers that might be preventing users from completing actions like signing up or making a purchase.
Another useful feature is the ability to map out the most common paths users take after landing on a specific page. You can visualize up to 10 steps in each visitor’s journey and compare actual user behavior to the flow you originally designed. If visitors aren’t following the intended path, this insight allows you to adjust your content, navigation, or calls to action to better guide them.
Mouseflow Standout Features & Integrations
Features include heatmaps, alternative path detection, automatic funnel visualization, content interaction tracking, referral page analysis, focus step customization, navigation path comparison, drop-off point identification, distraction analysis, goal-based journey optimization, no-code setup, visitor segmentation, and historical data access.
Integrations include Google Analytics, HubSpot, Shopify, WordPress, Wix, Squarespace, Slack, Segment, Optimizely, and Sitejet.
Pros and cons
Pros:
- Allows grouping of similar pages for deeper behavioral insights
- Automatically tracks visitor journeys
- Provides detailed drop-off analysis to optimize conversion rates
Cons:
- Does not include built-in A/B testing features
- Full journey mapping features limited to enterprise plan
FigJam
Best for real-time collaboration on visualizing and improving customer experiences
FigJam is a whiteboard tool developed by Figma. It's designed to make brainstorming, ideation, and mapping out customer journeys a whole lot easier.
Why I picked FigJam: It's collaborative, interactive, and it's got this real-time element that makes it feel like you're all working in the same room, even if you're miles apart. Plus, it's super intuitive to use. You don't need to be a tech wizard to get the hang of it.
The sticky notes are a game changer. You can jot down ideas, move them around, and group them together. The drawing tools are also very handy. You can sketch out ideas, create diagrams, and even add emojis. It's a fun, visual way to map out customer journeys. And let's not forget about the live cursor tracking. You can see where everyone is on the board and what they're doing in real-time, which can save the whole team time.
FigJam Standout Features & Integrations
Features include pre-built project management templates, audio and live chat, stamp and emoji reacts, external collaborator access, calendar and timeline widgets, bitmoji avatars, music player, and mobile app.
Integrations include Figma, Microsoft Teams, Asana, Jira, Mixpanel, and Github.
Pros and cons
Pros:
- Includes 300+ templates
- Supports unlimited collaborators
- Includes a mobile app
Cons:
- Could use more native integrations
InDesign is a page layout design software from Adobe, which means for a bit of a steep learning curve, you can unlock unlimited flexibility.
Why I picked InDesign: You can build, convert, edit, and collaborate on complex visual design projects. This robust tool has everything you need to build customer journey maps and much more, such as logo design, social media graphics, and media kits.
InDesign is a great “do anything” visual planning software that allows you to create custom size pages, insert anything from text to graphics, shapes, and stock images, and export in multiple formats, including interactive PDFs. However, if you are only looking for journey mapping, it’s likely too overbearing for your needs.
InDesign Standout Features & Integrations
Features include thousands of fonts, pen tools for freehand drawing, tables, buttons, forms, animations, and many ways to export your final product to picture and PDF formats.
Integrations can be custom-made using its APIs and SDKs. Native integrations include Pics.io, Slashdot, Canto, Brandfolder, and other software that is part of the Adobe Creative Suite.
InDesign is a great tool for diagramming if that is only one of your many graphic design needs.
Pros and cons
Pros:
- Can be used for a wide range of design-related tasks beyond just journey mapping
- Supports interactive PDFs
- Well-known and respected design software
Cons:
- Could use more native integrations
- Each individual user requires a unique license
Totango is a customer success platform that can help you manage your customer experience and map your customer journey for digital products. You can use it to track product usage and adoption and measure the success of your customer success initiatives.
Why I Picked Totango: From the platform's dashboard, you can see which features are being used and which are not. It's alert tool notifies your team when specific events occur. This can be things like changes in usage patterns, customer engagement, or other factors. This helps you track your customer journey in real-time and address churn risk factors as they happen.
The software has detailed trend analysis tools so you can see how buying and usage patterns evolve over time. This can help you spot positive or negative responses to new features, product updates, and changes to your offer. You can also get detailed information about each customer, including demographic data, usage patterns, and more, which can help you develop customer personas.
Totango Standout Features & Integrations
Features include usage tracking, customer insights, customizable health scores, proactive alerts, trend analysis, adoption tracking, customer success management, segmentation and targeting, and reporting and analytics.
Integrations include Salesforce, Hubspot, Microsoft Dynamics, Marketo, Pardot, Zendesk, Freshdesk, Google Analytics, Adobe Analytics, Stripe, Recurly, Jira, Trello, and other popular tools.
Pros and cons
Pros:
- Successplays feature helps standardize the user experience
- Includes customer health score tracking and analysis
- Easy and configurable journey mapping
Cons:
- Expensive compared to other journey mapping tools
- Logging updates on touchpoints takes many clicks
Smaply is a customer journey mapping tool that helps you build journey maps, personas and analyze the customer experience. It lets you visualize pain points across maps and add details to each touchpoints, such as images, metrics, rich text and emotional journeys.
Why I picked Smaply:It's great for quickly visualizing each customer touchpoint with their various arc and lane tools and works well for geographically dispersed teams with realtime-collaboration and comments. Additionally, a valuable feature is that pain points, solutions and opportunities can be looked at in the Portfolio matrix – a graph where dots are sorted by impact, and feasibility. The customizability lets the user tailor the tool to specific needs of organizations
Smaply Standout Features & Integrations
Features include a variety of functionalities through their lanes and cards system, an icon library, and templates to get started.
Integrations include Google Analytics and CSV upload for metrics.
Smaply is free to use for three journey maps, in case you would like to give it a test run before making any purchasing decisions.
Pros and cons
Pros:
- Single-sign on integrations are available
- GDPR compliant and ISO certified
- You can easily link to digital assets in an image repository
Cons:
- No free trial
- Limited native integrations
Canvanizer is a free canvas software with basic business plan templates for things like 12-month plans, various blank matrices, canvas diagrams, and 4L retrospectives.
Why I picked Canvanizer: It is a software that recently developed a paid version, after being a free tool for years. While you can still access and use the free version, the paid one has more features and lets you custom-build canvases instead of only using templates. As such, you can use the whiteboard canvas to build your customer journey map from scratch. From there, the design is basic drag-and-drop. You can export all designs to PDF, PNG, text, CSV, or slideshow.
Canvanizer Standout Features & Integrations
Features include a timer, templates, PDF and PNG export, history logs that allow you to edit at a specific time, shared access to files, filters, and links to publicly share a read-only version and an admin version of your work.
Integrations are not available at the moment.
Canvanizer 2.0 is currently not active as a monthly subscription model, which is why you only need to pay a one-time fee to access the software for a full year.
Pros and cons
Pros:
- Canvas history feature keeps a timeline of changes
- Also available in Spanish, French, Italian, Dutch & Polish
- Offers numerous templates, including a customer journey canvas
Cons:
- Limited customer support
- No native integrations
Reveall is a product discovery platform that allows you to map customer journeys to know how your client experiences different aspects of your product.
Why I picked Reveall: It is a journey mapping tool that helps product and UX teams become more customer-led by making it easy to turn customer insights into clear product decisions. With Reveall you can bring together user research, journey mapping, and product prioritization.
It’s more than just a repository or journey mapping tool—Reveall can centralize data in one place, analyze findings by collaborating on tags and journeys, and plan and prioritize your product roadmap. You can also import any data directly into Reveall via multiple integrations and transcribe customer interviews in multiple languages.
Reveall Standout Features & Integrations
Features include a drag-and-drop interface, insights and data point libraries, color-coding on cards to depict customer emotions, and the possibility to add external links and text to your maps.
Integrations include tools like Slack, HubSpot, Google Drive, Zoom, Airtable, and Zendesk among others. Connect Reveall with 5000+ more apps with Zapier.
As you can see, Reveall is more than just customer journey maps. It's a complete product discovery platform that lets you centralize insights, prioritize opportunities, and validate solutions.
Pros and cons
Pros:
- Supports side-by-side comparisons for ideas and features
- Includes tools to help track ideas for new features or related products
- Intuitive user interface
Cons:
- Dedicated Customer Success Manager not available in Starter plan
- Data limits on Starter plan
OmniGraffle is a visual communication software for MacOS to make PRO diagrams and helps professionals who need to organize or communicate visually.
Why I picked OmniGraffle: They have a library of stencils, templates, and icons to get you started. If you are brave and with a steady hand, you can try drawing using the pen tool. It also supports the Apple Pencil for even faster freehand diagramming. Basically, all the elements you need to build a customer journey map can be personalized to reflect your customer's experience.
OmniGraffle has advanced graphics features, like a rubber stamp for rapid copy-pasting and a layers tab for element grouping. Also, its projects can be exported to PNG, JPG, GIF, BMP, TIFF, PDF, EPS, and PSD. Finally, you can get this software in two ways, using their subscription plan or buying traditional licenses. Your choice.
OmniGraffle Standout Features & Integrations
Features include multi-layer support, infinite canvas, an extensive shape library, templates, style customization, magnets to connect shapes, and a selection tab to help you bulk edit or select items on your canvas.
Integrations include 1Password and the files app in iOS 11 and later.
Although this tool does not have an extensive knowledge base, you can find a guide on how to use the software on their website, and it also has a great customer service team if you need any troubleshooting.
Pros and cons
Pros:
- Available as a monthly subscription or a standard license (one-time payment)
- Customer support is available by email, phone, or on a dedicated Slack channel
- Lots of training materials available online
Cons:
- Limited team collaboration features
- Not available on Windows devices
Other Customer Journey Mapping Tools
Here are a few more website mapping tools to define your customer journeys:
- Gliffy
Customer journey map for its Confluence integration
- Microsoft PowerPoint
For easy access and adoption
- A Whiteboard
For low-tech offices who don’t use SaaS
- Churn360
For tracking the customer journey and improving retention
- Medallia
Employee experience (EX) mapping software
- Woopra
Software for journey analytics reporting and web analytics
- Custellence
Tool for mapping empathy curve lanes
- Journifica
For incorporating user research questions/answers
- Quadient Customer Journey Mapping
For complex stakeholder communications
- Simplify
For collating a broad assortment of customer satisfaction feedback
- Transformation.ai
Customer journey mapping tool for cloning, mapping, and reusing touchpoints
- Optimove
AI bot for parsing large amounts of campaign data
- Microsoft Visio
For those who are already in the Microsoft ecosystem
- Salesforce Pardot
B2B customer journey mapping software
- Amperity
Software for breaking down heavily siloed customer data
- Kitewheel Customer Journey Hub
Software for integrating customer journey maps with marketing and sales
- UXPressia CJM
Software for high-quality map exports with custom branding
- CloudCherry
Software for mapping micro-journeys (social media interaction, for example)
- NICE Satmetrix
AI-driven customer journey mapping software
- Baghera
Smart persona mapping with psychological profiles
Related CX Software Lists
If you still haven’t found what you’re looking for here, check out these related customer experience management tools that I’ve tested and evaluated.
Customer Journey Mapping Tool Selection Criteria
When selecting the best customer journey mapping tools to include in this list, I considered common buyer needs and pain points like visualizing customer touchpoints and improving cross-department collaboration. I also used the following framework to keep my evaluation structured and fair:
Core Functionality (25% of total score)
To be considered for inclusion in this list, each solution had to fulfill these common use cases:
- Map customer touchpoints
- Visualize customer journeys
- Identify pain points
- Track customer interactions
- Analyze customer feedback
Additional Standout Features (25% of total score)
To help further narrow down the competition, I also looked for unique features, such as:
- Real-time collaboration
- Customizable journey examples/templates
- Predictive analytics
- Integration with other tools
- Multi-channel tracking
Usability (10% of total score)
To get a sense of the usability of each system, I considered the following:
- User-friendly design
- Ease of navigation
- Minimal learning curve
- Customization options
- Mobile accessibility
Onboarding (10% of total score)
To evaluate the onboarding experience for each platform, I considered the following:
- Availability of training videos
- Interactive product tours
- Access to templates
- Live webinars and Q&A sessions
- Supportive chatbots
Customer Support (10% of total score)
To assess each software provider’s customer support services, I considered the following:
- 24/7 support availability
- Knowledge base and FAQs
- Response time to queries
- Availability of live chat
- User community forums
Value For Money (10% of total score)
To evaluate the value for money of each platform, I considered the following:
- Pricing vs feature set
- Availability of tiered pricing
- Cost of add-ons
- Discounts for annual billing
- Free trial or demo availability
Customer Reviews (10% of total score)
To get a sense of overall customer satisfaction, I considered the following when reading customer reviews:
- Overall satisfaction ratings
- Feedback on ease of use
- Comments on feature effectiveness
- Support experience feedback
- Value for money perceptions
How to Choose Customer Journey Mapping Tool
It’s easy to get bogged down in long feature lists and complex pricing structures. To help you stay focused as you work through your unique software selection process, here’s a checklist of factors to keep in mind:
| Factor | What to Consider |
|---|---|
| Scalability | Ensure the tool can grow with your business needs. Consider if it can handle increased data volumes and user numbers without losing performance. |
| Integrations | Check that the tool integrates with your existing systems like CRM, email, and analytics platforms to ensure smooth data flow and functionality. |
| Customizability | Look for options to tailor the tool to fit your specific processes and branding. This can include custom fields, layouts, and journey maps. |
| Ease of Use | Choose a tool with an intuitive interface that your team can quickly learn and adapt to. Consider the availability of training resources to aid onboarding. |
| Budget | Align the tool's cost with your budget. Consider the pricing structure, including any hidden fees or costs for additional features or users. |
| Security Safeguards | Evaluate the tool's data protection measures. Look for compliance with regulations like GDPR and features like encryption and user access controls. |
| Support Services | Consider the level of customer support provided. Look for 24/7 availability, live chat, and a comprehensive knowledge base to assist your team. |
| Feature Set | Identify essential features that meet your core needs, such as journey mapping, analytics, and reporting capabilities. Avoid paying for unnecessary extras. |
Trends in Customer Journey Mapping Tool
In my research, I sourced countless product updates, press releases, and release logs from different customer journey mapping tool vendors. Here are some of the emerging trends I’m keeping an eye on:
- AI-Driven Insights: Tools are incorporating AI to provide customer journey analytics and deeper insights into customer behaviors. This helps teams anticipate needs and personalize experiences. Some vendors now offer AI features that identify trends and suggest actions.
- Omnichannel Mapping: More tools now support mapping across multiple channels, including social media, email, and in-store interactions. This helps businesses get a comprehensive view of the customer journey, ensuring consistent experiences.
- Real-Time Collaboration: Vendors are adding features that allow teams to work together on journey maps simultaneously. This fosters better communication and faster decision-making. Some tools offer shared workspaces and live editing capabilities.
- Enhanced Visualization: New visualization options make it easier to interpret complex data. Interactive and customizable journey maps help teams quickly identify pain points and areas for improvement. Some tools now offer 3D mapping and dynamic visual elements.
- Customer Feedback Integration: Tools are integrating direct customer feedback into journey maps. This allows businesses to react quickly to customer needs and preferences. Features like built-in surveys and feedback collection are becoming common.
What Are Customer Journey Mapping Tools?
Customer journey mapping tools are software solutions designed to visualize and analyze the journey a customer takes with a business. Marketing professionals, customer experience managers, and UX designers generally use these tools to understand and improve customer interactions.
Mapping, analytics, and visualization features support better decision-making and enhance customer satisfaction. Overall, these tools help businesses identify pain points and optimize customer journeys for a more cohesive experience.
Features of Customer Journey Mapping Tools
When selecting customer journey mapping tools, keep an eye out for the following key features:
- Visualization tools: Create clear and interactive maps that help teams understand the customer journey at a glance.
- Touchpoint tracking: Monitor every interaction a customer has with your business to identify areas for improvement.
- Predictive analytics: Use AI-driven insights to forecast customer behavior and tailor experiences accordingly.
- Cross-Functional Collaboration: Enable teams to work together on journey maps simultaneously, improving communication and efficiency.
- Omnichannel mapping: Track customer journeys across multiple channels for a comprehensive view of interactions.
- Templates and libraries: Start with pre-built templates that can be tailored to fit specific business needs and branding.
- Feedback integration: Collect and incorporate customer feedback directly into journey maps to quickly adapt to customer needs.
- Centralized repository for CX assets: Store resources such as journey maps, personas, and related documents, in one easily accessible location.
- Standardization and branding: Create journey maps that align with your company's branding and ensure a consistent format across all projects.
- AI-powered analysis: Leverage artificial intelligence to analyze customer journey data, uncover trends, and generate actionable insights.
Benefits of Customer Journey Mapping Tools
Implementing customer journey mapping tools provides several benefits for your team and your business. Here are a few you can look forward to:
- Improved understanding: Visualizing the customer journey helps your team grasp customer needs and behaviors more clearly.
- Enhanced decision-making: Predictive analytics and real-time data provide insights that guide better business decisions.
- Increased collaboration: Real-time collaboration features allow teams to work together efficiently, fostering better communication.
- Consistent experiences: Omnichannel mapping ensures that customers receive a consistent experience across all customer journey touchpoints.
- Quick adaptation: Feedback integration allows your business to swiftly react to customer feedback and adjust strategies accordingly.
- Time savings: Customizable templates and interactive dashboards streamline processes, saving your team valuable time.
- Data protection: Built-in security safeguards protect sensitive customer information, ensuring compliance and trust.
Costs and Pricing of Customer Journey Mapping Tools
Selecting customer journey mapping tools requires an understanding of the various pricing models and plans available. Costs vary based on features, team size, add-ons, and more. The table below summarizes common plans, their average prices, and typical features included in customer journey mapping tools solutions:
Plan Comparison Table for Customer Journey Mapping Tools
| Plan Type | Average Price | Common Features |
|---|---|---|
| Free Plan | $0 | Basic journey mapping, limited touchpoint tracking, and community support. |
| Personal Plan | $5-$25/user/month | Journey mapping, touchpoint tracking, basic analytics, and limited customization options. |
| Business Plan | $30-$75/user/month | Advanced analytics, real-time collaboration, feedback integration, and customizable templates. |
| Enterprise Plan | $100-$200/user/month | Predictive analytics, omnichannel mapping, enhanced security, and dedicated support services. |
Customer Journey Mapping Tools FAQs
Do you have questions about the customer journey mapping process? These answers to frequently asked questions are a good place to start!
What is a customer journey map?
A customer journey map is a visual representation showing a customer’s experience with your brand from start to finish. It can be a complete buyer’s journey or one part of the customer experience, such as with a website customer journey map. Journey maps can be very simple, but they can quickly evolve into complex flowcharts with different entry points, exit points, goals, touchpoints, persona types, and types of interactions they have with your brand.
Customer journey maps can go by many other names, including a customer experience map, user experience map (UX map), or a customer persona map. This comprehensive list contains the best customer experience mapping tools on the market today
What is the purpose of customer journey mapping?
The goal of customer journey mapping is to understand and improve the customer experience. It outlines the steps people take to go from prospects to paying customers to brand promoters. This information helps you build a better customer experience, improving customer satisfaction and retention rates.
Here are some examples of how you can use your customer journey map:
- Align team members around core customer success factors and pain points.
- Create a customer experience management strategy, and get buy-in from stakeholders.
- Discover the most important metrics to track across each stage of the customer lifecycle.
- Implement smart automation to reduce team members’ manual workloads.
- Inform your CX team’s brainstorming and project planning sessions.
- Contribute customer insights to product prototyping and development.
For a more in-depth analysis, read this article covering the key benefits of customer journey mapping.
How do you make a customer journey map?
There are many ways to create your customer journey map, whether using a freeform drawing tool or a more structured drag-and-drop software interface. Your method will depend on your business model, product type, and industry, among other factors.
For example, if you’re a fully-online brand you’ll have a digital customer journey map, while in-person experiences can be mapped where relevant. But here are some simple guidelines to follow:
- Track how customers discover, purchase, and use your products or services. You can use web analytics tools like Google Analytics and website heatmaps to understand your web traffic and conversion rates. You can also add a simple how did you discover [brand name]?’ question to your sign-up form.
- Collect customer feedback and conduct user research to understand how people learn to use your products, their favorite features, and things that cause friction or that they wish were included. This can be done with a customer experience survey or using product testing software.
- Analyze your customer churn and offboarding experience, too. It’s important to understand what drives customer engagement, but it’s as important to understand the keys to customer retention.
- Map it out! You can use a whiteboard, sticky notes, wireframing tool, or flowchart builder to outline your user journey. This can include stages like product discovery, purchase and onboarding, adoption and success, and offboarding or churn.
Some common customer journey mapping mistakes teams make are relying on unverified sources and taking their journey map as their single source of truth. Keep in mind that there are so many factors you might not be able to track, and get curious and creative on how to collect more authentic feedback. For example, you might consider looking to social media or online forums to see how people talk about your products.
What are the 5 customer journey stages?
The 5 stages of a customer journey map typically align with the key phases a customer goes through when interacting with a brand. These stages are:
- Awareness: The customer becomes aware of a need, problem, or opportunity and starts exploring potential solutions. This stage focuses on initial touchpoints, such as ads, social media, or word-of-mouth.
- Consideration: The customer researches options, compares products or services, and evaluates which best meets their needs. This includes engaging with websites, reviews, or sales teams.
- Purchase: The customer decides to buy, completes the transaction, and experiences the onboarding or delivery process. It’s crucial to ensure a seamless and satisfying purchasing experience.
- Retention: After purchase, the focus shifts to maintaining a positive relationship through excellent service, effective communication, and added value. This stage involves support, follow-ups, and loyalty programs.
- Advocacy: Satisfied customers become advocates, recommending the brand to others through reviews, testimonials, or word-of-mouth, contributing to long-term growth and trust-building.
These stages help businesses understand and improve the customer experience at every interaction.
What features should I look for when selecting customer journey mapping tools?
When selecting a customer mapping app, look for the following features:
- Lead-nurturing path templates
- Major and minor customer touchpoints
- Onstage/offstage map points
- New customer base development
- Templates for user path shape
- Emotions and motivations
Wondering whether you need a user journey map or a service blueprint? We’ve got you covered! Take a closer look at Service Blueprint vs Journey Map for a more detailed comparison.
How do these tools handle data from offline customer interactions?
Handling data from offline interactions is a challenge that many customer journey mapping tools address by allowing manual entry and integration with systems that capture offline interactions, such as in-store purchase data or call center logs. This means you can incorporate data from face-to-face interactions, phone calls, or physical mailers into your customer journey maps. The key is ensuring that all touchpoints, digital or offline, are accounted for to get a holistic view of the customer experience.
How can I calculate the ROI of using a customer journey mapping tool?
To demonstrate how much return on investment (ROI) your customer journey mapping tool provides, you need to show how it ads value, either by increasing revenue or through cost savings. You can do that easily by examining key metrics pre- and post-implementation of your customer journey mapping tool.
Here are several strategies you can use to demonstrate this:
- Define objectives and key performance indicators (KPIs): Establish clear goals and related KPIs for what you hope to achieve by implementing your new customer journey mapping tool. Your objective could be as simple as improving customer satisfaction or reducing your churn rates. To measure that, your KPIs could be your NPS (net promoter score) or CSAT (customer satisfaction score), or your customer retention rate over time.
- Calculate cost savings: Evaluate how the software has helped you optimize your processes, improve efficiency, and reduce manual effort. Then, calculate the cost savings resulting from these improvements.
- Measure revenue impact: Determine if key metrics like your customer conversion rates, upselling, and cross-selling opportunities have gone up or down since implementation. If they have gone up, the additional revenue generated can be attributed to the improved customer experience you’ve created.
- Gather qualitative feedback: Survey your customers and employees to ask for feedback on the changes you’ve made since implementing the tool. Use this feedback to supplement quantitative data for a more holistic view of the tool’s impact.
To help you get the most out of your customer journey data, take a quick scroll through our simplified guide to customer journey analytics.
How can customer journey tools manage CX assets?
Customer journey tools are designed to streamline the management of CX assets, ensuring consistency, accessibility, and efficiency in crafting impactful journey maps.
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Templates and Libraries: Offer pre-designed templates and libraries that enable users to start mapping quickly and efficiently. These tools typically include customizable layouts and industry-specific options, allowing teams to focus on strategic insights and tailoring the journey to their unique business needs.
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Centralized Repository for CX Assets: Provide a single platform where all customer experience assets, such as personas, journey maps, and supporting documents, are stored securely. This ensures all stakeholders can access and collaborate on updated, accurate data in real time without confusion or redundancy.
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Standardization and Branding: Promote consistency in journey maps by offering standardized templates that adhere to organizational branding guidelines. This helps teams produce professional, cohesive visuals that align with the company’s identity, fostering better communication across departments.
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Integration with Other Tools: Enable seamless connections with platforms like CRM systems, digital asset management tools, and analytics software. These integrations enhance the mapping process by pulling in real-time data, automating updates, and providing a comprehensive view of the customer experience ecosystem.
What are 3 experience-led strategies for crafting a customer journey map?
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Adopt a Customer-Centric Perspective: Focus on understanding the journey from the customer’s point of view by leveraging feedback, personas, and real-world interactions. This ensures that the map reflects their actual needs, emotions, and pain points rather than internal assumptions.
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Leverage Data and Analytics: Use customer behavior data, such as touchpoint analytics, website heatmaps, and sales funnel metrics, to identify trends and gaps. This data-driven approach provides actionable insights to improve engagement and streamline the customer experience.
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Include Cross-Functional Collaboration: Involve teams from marketing, sales, customer service, and product development to build a comprehensive map. This collaboration ensures every department’s input is considered, creating a seamless and consistent experience across all customer interactions.
Are there industry-specific solutions for customer journey mapping tools?
Yes, many customer journey mapping tools provide industry-specific solutions designed to address the unique challenges and needs of different sectors. Tailored features are available for industries like healthcare, banking, and insurance, helping organizations streamline complex processes and enhance customer satisfaction.
Examples of Industry-Specific Solutions for Customer Journey Maps:
- Healthcare: Customer journey tools tailored for healthcare often include features for mapping patient experiences, such as appointment scheduling, treatment plans, and follow-up care. These solutions focus on enhancing patient satisfaction and streamlining touchpoints like telehealth and billing processes.
- Banking: Tools designed for banking help map complex customer journeys, such as opening accounts, applying for loans, or navigating financial services. They often integrate with CRM systems and security tools to address compliance needs while improving customer trust and engagement.
- Insurance: Insurance-focused solutions assist in tracking policyholder journeys, from initial inquiries to claims processing and renewals. They include specific touchpoints like agent interactions and underwriting processes, ensuring a smoother and more transparent experience.
- Retail and Ecommerce: These tools cater to mapping journeys across online and in-store experiences, focusing on personalization, omnichannel touchpoints, and real-time updates. Features like abandoned cart recovery and loyalty program integration help improve conversions and retention.
- B2B Services: B2B-specific tools address longer sales cycles, multiple decision-makers, and account-based marketing strategies. They enable mapping of multi-touchpoint journeys, such as consultations, RFP submissions, and contract negotiations, to improve alignment with business goals.
- Travel and Hospitality: For industries like travel and hospitality, journey mapping tools focus on customer interactions like booking, check-in, and post-stay feedback. They integrate with booking engines, review platforms, and loyalty programs to enhance the customer experience at every stage.
Find the Best Customer Journey Mapping Tool for Your Team
Having an understanding of customer behavior and customer pain points makes it easier for your team to develop new initiatives that will increase conversion rates and enhance the customer experience overall.
The platforms on this list offer analytics tools, visual representation of the user journey, automated workflows, buyer persona profiles, and impact maps featuring invaluable information about how your customers are currently interacting with your product.
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