Customer Journey Map Template

About the Customer Journey Map Template

A customer journey map, also known as a user journey map, is a visual representation of how customers experience your brand and company across all its touchpoints. In a customer journey map template, interactions are placed in a pre-made timeline to map out the user flow.

Since customers are the backbone of your business, it is important to understand their pain points, desires and needs so that you can create a customer-centric experience for them.

Many teams use customer journey mapping tools to visually represent customers' thought processes and emotions from their initial interaction until the end goal. This practice enables businesses to assess whether they are meeting their objectives. Doing so can improve their conversion rates and enhance the overall customer experience.

How to use Miro’s customer journey map template

Here are 6 steps to create a successful CJM using the customer journey mapping template. In each section, we will dive a little deeper, but remember, every customer journey map is different, so you may spend more time on one step compared to another.

1. Set clear objectives for the map

Identify your goal for the map. Identifying your ideal outcome will help set the foundations for a successful project.

Ask yourself some of these questions:

• Why are you making a customer journey map?

• Who is it specifically about?

• What experience is it based upon?

Based on this, you may want to create a buyer persona. This is a fictitious customer with all their demographics and psychographics representing your average customer. Having a clear persona is helpful in reminding you to direct every aspect of your customer journey map toward them.

2. Identify your user personas and define their goals

Use the Game-Changer container on the template to identify your persona.

Answer these three questions:

• What are their key goals and needs?

• What do they struggle with most?

• What tasks do they have?

Conduct user research to help you in this process. Survey customers to understand their buying journey, or ask the sales team or customer service representatives for feedback or the most frequently asked questions. You would want to hear the experience of people who are interested in your product and who have interacted with it to understand their pain points and what can be done to improve.

3. Highlight target customer personas

Once you’ve discovered all the different buyer personas that interact with your business, you will need to narrow the list down and select one or two to focus on.

A customer journey map is a specific journey one customer takes, so having too many personas on one map will not be a precise indication of their journey and not a reflection of their true experience.

4. Identify all possible customer touchpoints

Based on your research, you can now use this information to map out all the possible customer touchpoints your customer will face. Use the User Journey Map Template to add the outcomes you want your customer to achieve, and then map all the steps they need to take in order to achieve these outcomes.

List out all of the touchpoints your customer currently has, and then make another list of where you would like your customers to have additional touchpoints. Then check if there are any overlaps.

This step is vital as it can show you whether you have too few or too many touchpoints and gives you a rough idea of your current customer journey experience.

Touch points are not limited to just your website. Look at other areas such as:

• Social media channels

• Paid Ads

• Email marketing

• 3rd party reviews or mentions

Pro Tip: Run a quick Google search of your business and identify all the pages that mention your brand. Verify this using Google Analytics to see what brings in the most traffic.

This step is very important as it can help you understand things like, are the lack of touchpoints the reason why my customers are turning away? If there are more than expected, are they getting too overwhelmed?

5. Build the customer journey map and try it yourself!

Once you have gathered all the necessary information and identified all the touchpoints your customer will experience, it will finally be time to start building your own customer journey map.

Ensure that you note down every point your customer will touch your business. Remember to add their actions, needs, pains, and feelings to your customer journey map.

Creating the map alone isn’t the end of the process. You will need to go through the journey yourself and analyze the results. By going through the journey first-hand, you will see the areas where expectations might not have been met.

For each persona, go through every journey from beginning to end and take notes.

6. Adjust as needed

Once you have gone through each persona map, you will get a clearer understanding of what your customers are experiencing.

Ensure that all the needs are met and pain points are addressed. No matter how big or small the changes are, every single change has an impact. And this small impact could be the deciding factor for purchase, signup, or download.

Add all the opportunities and improvements you could introduce to your User Journey Map Template. Brainstorm with your team ideas to implement changes, and make sure you assign the right team members to each process.

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What should be included in a customer journey map template?

Every customer journey map will be different. No map is linear, so it is okay not to have a direct A to B Journey. Below we have compiled a number of points that may be included in a customer journey map template:

1. Significant milestones

In order to begin with a successful customer journey map, it is important to draft a path your customer will be journeying through to reach your business’s goal. This step is also useful as you can preemptively identify potential hiccups that might ensue here.

2. User engagement

This element is where you map out the details of how your customer will interact with your site or product. Think of how you would like this to be in order for you to achieve your goal.

3. Emotions

As we seek positive experiences, it is also important to ensure our customers feel relief, excitement, and happiness. Therefore, to mitigate any negative emotions, ensure you have a clear and concise process with appropriate branding to avoid creating negative opinions.

4. Pain Points

When your customers are experiencing a negative emotion, there is a reason why. Adding pain points to your customer journey map will help you identify the reasons behind them and come up with a solution to fix them.

5. Solutions

And finally, add solutions. Once you and your team have identified the pain points, brainstorm and implement solutions to improve your user experience.