Customer journey mapping is the process of stepping into your customers’ shoes to understand customer personas, needs, goals, attitudes, and pain points.
What is the purpose of customer journey mapping?
The goal of customer journey mapping is to improve the customer experience and guide their interaction or transaction with your service or product by delivering what they need at every stage. It’s also often known as experience mapping.
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. Journey maps can be very simple, but they can quickly evolve into complex flows 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 customer experience map, user experience map or UX map, and persona map.
What are we looking for when we select customer mapping tools for review? Here’s a summary of my evaluation criteria:
User Interface (UI): Is it clean and attractive? Do the journey maps update in real-time for collaborating users? Is customer data presented in a friendly, accessible way? Are there interfaces for users to quickly and accurately gain insight about the personas/maps?
Usability: Is it easy to learn and master? Does the company offer good tech support, user support, tutorials, and training? Does the tool provide easy customer journey map template options to speed up the process?
Integrations: Is it easy to connect with other tools? Any pre-built integrations? Customer journey mapping will require a lot of user feedback, so can the tool connect to popular collaboration platforms like Slack and Google Suite?
Value for $: How appropriate is the price for the features, capabilities, and use cases? Is pricing transparent and flexible? Do pricing plans accommodate numerous customer’s journey diagrams?
Customer Journey Mapping Feature List
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
Overviews Of The Journey Mapping Software
Here’s a brief description of each of the journey mapping that are featured on this top 10 list.
1. A Whiteboard – Best for low-tech offices who don’t use SaaS
Custellence – Best tool for mapping empathy curve lanes
Customer Journey Map Service Providers
Customer journey mapping, especially at an enterprise level, can quickly grow to be very complex. This is why this undertaking is sometimes outsourced to a specialized user experience company that manages customer journey mapping. Here are a few examples of customer journey mapping service providers:
McorpCX – Customer research and journey mapping paired with CX learning modules
Appnovation – Devise bespoke touch point strategies and optimise content messaging
Vertic – Customer experience agency with marketing-as-a-service (MaaS) products
TCXA – Strategy, brand, technology, and marketing tools with a main focus on CX
PH1 – Audits, journey mapping, persona development, and Design Thinking workshops
Have you tried out any of the customer experience journey tools listed above? What tool works best to imagine customer needs? Let the CX Lead community in on your thoughts: What do you think works best, and why? Comment below!