Customer journey map: examples, tools, and how to create one

Customer journey map: examples, tools, and how to create one

As a business, insights into customers’ thoughts and decision-making processes are invaluable when creating a successful marketing strategy.

Can you identify their motivations, intentions, and pain points?

Moreover, do you know why your customers choose your business over your competitors?

That's where customer journey maps come in.

These visual representations of the customer experience allow businesses to understand their unique customers' needs, from pre- to post-purchase.

With this data, businesses can evaluate a customer’s buying process from start to finish, or from their awareness of the product to becoming a buyer or user.

From there, companies can improve their marketing strategy accordingly to better their customer experiences and drive sales.

In this article, you will:

  • Define what customer journey maps are.
  • Show how customer journey maps can be used to improve customer experience.
  • Explain the tools and software available to help create a customer journey map.
  • Provide tips on how to create a customer journey map for your business.

By the end, you will have the tools to gain valuable insight into your customers and transform your marketing strategy.

MindManager ® is a mapping software that can be utilized to help you better understand your customer base. Sign up for MindManager for 30 days free!

What is a customer journey map?

A customer journey map is a visual tool that illustrates a customer's experience with a business from the moment they start interacting with the brand to the end of their journey.

These maps typically include various customer interaction points with your business, such as website visits, social media engagement, interactions with sales team members, customer service calls, and purchases.

Typically, customer journey maps include details (often called touchpoints) such as:

  • Buying processes
  • User actions
  • Customer emotion
  • Pain points
  • Solutions

The purpose of defining these customer touchpoints or details is to better understand the customer experience from start to finish.

This knowledge can improve the customer experience, create more effective marketing strategies, and ultimately increase customer satisfaction and loyalty.

An example of a customer touchpoint can be anything from an interaction with an employee, a social media advertisement, a Google review, or a visit to your website.

How to create a customer journey map

A customer journey map is used by businesses to better understand an individual's interaction and relationship with a product across different channels and times.

You can easily create your customer journey map using MindManager, whether you want to create a current state, future state, day in the life, or service blueprint map.

1. To start, simply search for “customer journey map template” on MindManager’s home screen.

How to create a customer journey map - step 1

2. Once you’ve clicked on the template, the app will open a template equipped with areas to enter your essential business data, such as your personas and business expectations.

How to create a customer journey map - step 3

3. Below, you’ll find MindManager’s customer journey map template where you can fill in other areas, such as actions, touchpoints, pain points, and any other areas of importance to your customer’s experience.

How to create a customer journey map - step 4

7 tips for creating a successful customer journey map

Creating a customer journey map is essential to ensuring a business understands its customers' needs.

Using brainstorming and mind mapping software such as MindManager, you can create a customer journey map that helps you connect to your buyers.

Below are some tips and tricks to help you create a map that’s worthwhile:

1. Clearly define the purpose of your map 

Before beginning the process, it's crucial to clearly understand why you're creating the map, what you hope to achieve, and which stages of the customer journey you'd like to focus on.

This includes choosing the suitable customer journey map template for your goals.

The four major types of journey maps that you can customize to understand your customer are:

  • Current state maps: Visualizes the customer’s current experience with your product or service.
  • Future state maps: Visualizes the customer’s future experience with your product or service.
  • Day-in-the-life maps: Visualizes the thoughts, actions, and emotions your customers currently experience daily, whether that includes your company or not.
  • Service blueprint maps: Visualizes what customers encounter when interacting with your business, from touchpoints to pain points and specific actions.

2. Identify different customer personas

To determine who your customer or buyer personas are, you’ll need to do a fair amount of market research.

To put it simply, you’ll want to understand their demographics (who your customers are) and psychographics (the “why” behind their behavior).

Buyer persona demographics include:

  • Age
  • Occupation
  • Gender
  • Education
  • Geography
  • Income

Buyer persona psychographic data works to understand customer preferences, wants, and needs.

3. Map out specific touchpoints

Every interaction between the customer and the brand is considered a touchpoint.

These include anything that is a point of contact, such as social media posts, email campaigns, website visits, and in-store experiences.

Identify all touchpoints and interactions.

Which have bigger consequences or chain reactions?

Which needs optimization?

Are any interactions deterring customers from choosing your product?

4. Collect feedback

Engage with customers through surveys or other research methods to gather information about their experiences as they interact with your brand.

Then, use this information to create an accurate picture of customer actions.

Using your collected data and feedback, anticipate what your customer might do. Accurate predictions can lead to better customer experiences, ultimately leading to sales.

5. Create your customer journey map

Using visualization software like MindManager, you can create a digital map that helps you to visualize the customer journey timeline clearly.

Using pre-made templates or customizing your own map, you can record all of the important customer data and information needed to continue to be a successful business.

By paying attention to touchpoints and customer experiences at each stage, you can begin to understand their emotions, pain points, and where there are opportunities for improvement.

6. Analyze your data and information

Arguably the most essential step in creating a customer journey map is analyzing the results.

Analyzing your map can help you identify areas that aren’t meeting your customers’ needs and find the appropriate solutions.

Consider how each persona fits into your map.

Assess if there’s anything you’ve missed or where there are areas of improvement.

Look for places where they may need more support or touchpoints that might drive customers to leave before purchasing

7. Take action, update, and optimize

A customer's journey is not static, and neither should your map or business model be.

Make changes in your business model where needed based on your research.

In addition, regularly revisit your maps, collect new customer feedback, and refine them based on new insights to accurately reflect the current reality of your customer’s journey.

MindManager for your customer journey map

Customers' ideas, processes, wants, and needs are constantly changing.

As a result, the way that customers interact with your brand often determines a business’s failure or success.

For this reason, creating a customer journey map is vital to understand and improve the overall customer experience and drive your sales well into the future.

At MindManager, we encourage business owners to create their customized customer journey map, which can be a valuable tool for improving customer satisfaction and loyalty.

By making customer journey mapping a regular practice, businesses can stay ahead of the competition and continue to meet the evolving needs of their customers.

With our software, you can easily create maps that you and your team can revisit to stay on top of your customer’s needs.

Are you interested in creating your own customer journey map? Try MindManager today.

Frequently asked questions (FAQs)

If you're new to customer journey mapping and seeking answers to common questions, then you've come to the right place. Below are some frequently asked questions:

What tools and software can I use to create a customer journey map?

MindManager is a software application developed to visualize information in mind maps and flowcharts.

For example, you can use MindManager to create a detailed customer journey map to understand your business better.

Using various features, such as co-editing abilities and interesting design tools (such as cross-platform co-editing, built-in templates, MindManager Snap, integrations with online storage providers, Teams integration, and so much more), you and your team can easily communicate your ideas and reach your goals more quickly.

Why do businesses need a customer journey map?

Customer journey maps are essential for businesses because they clearly understand the customer experience, from initial contact to post-sale support.

By mapping out their customer's journeys, businesses can better understand their needs, wants, and pain points.

What are the key elements of a customer journey map?

A customer journey map is a tool to visualize the different stages a customer goes through when interacting with a business.

The key elements of a customer journey map include the following:

  • Identifying the touchpoints where customers interact with the business.
  • Understanding their emotions and needs at each stage of the journey.
  • Identifying pain points or challenges customers may face.
  • Identifying the business's goals for each step of the journey.
  • Implementing action to provide an optimal experience for customers based on data.

What are some best practices for creating a customer journey map?

Three best practices for creating a customer journey map include:

  • Define customer flow. Creating a customer journey map is essential in understanding how customers experience your product or service from the initial contact to purchase and beyond.
  • Information gathering. It's essential to gather relevant customer data, such as touchpoints, emotions, and pain points, to understand how customers are engaging with your brand and how you can improve their overall experience.
  • Complete detailed analysis. Companies should review customer feedback regularly to identify trends or areas for improvement to optimize the customer journey map and ensure that your product or service meets customer expectations at every stage of their journey.

Visualize more with MindManager

If you’re looking to create your own version of a customer journey map, look no further than MindManager! Our easy-to-use software and pre-made templates will get you started in no time. To start making your map, download MindManager for 30 days totally free!.

Try the full version of MindManager FREE for 30 days