Customer Touchpoint Map Template

Design the best experience from your customer’s point of view.

About the Customer Touchpoint Map Template

What is a customer journey map?

A customer journey map (CJM) is a visual representation of your customer’s experience. It allows you to capture the path that a customer follows when they buy a product, sign up for a service, or otherwise interact with your site.

Customers are the lifeblood of your business and empathizing with your customer’s pain points, wants, and needs is vital for success.

CJMs are beneficial because they are infinitely adaptable. Teams of all kinds, from sales to engineering, use CJMs to solve problems and fill gaps. A basic map includes a specific persona, the steps beginning-to-end of the customer experience, and the potential emotional highs and lows. Other parts of the journey are optional and depend on your objectives.

Benefits of using a customer touchpoint map

1. Anticipate multiple customer pathways

Each customer won’t have an identical user journey, so one of the advantages of customer journey mapping is that you can plot out multiple pathways through your product. By understanding the different ways that customers can use your product, you can better anticipate their priorities and what causes churn. 

2. Understand the customer’s perspective

One of the major reasons that businesses use customer journey maps is to get a more incisive understanding of how the customer experiences their product. Mapping out customer journey’s helps explain why customers make the choices they do and what is most aspect of your product is most valuable to them. 

3. Inform updates and new features

Anytime you want to update your product or add new features, you’ll want to bring in the customer’s perspective. By helping you hone in one the steps and features that are most important to a customer, you can better understand which updates will benefit them the most. 

4. Target customer personas more closely

Customer journey mapping gives you a better understanding of your different buyer personas. Armed with this understanding, you can create different pathways for different personas and provide a more personalized experience. 

5. Improve customer service

Finally, by helping you understand customer needs, customer journey mapping will help you identify at which points in the journey customer’s need the most help, and then target your customer support efforts towards those parts.

When to use customer touchpoint maps

Customer journey maps are most commonly used by businesses to better understand the customer’s perspective, but there are numerous situations when customer journey mapping can be useful.

1. Visualize the customer experience

Customer journey maps help businesses visualize the customer journey and understand the steps a customer takes through the product. A CJM also allows you to focus on the most influential channels and touchpoints of your customer’s journey. Once you can see all phases, you can see where you’re failing to meet their expectations and make improvements to build a better user experience.

2. Solve a specific problem

Many teams use customer journey mapping as a tool to solve a specific problem. For example, if you’re experiencing churn, a CJM can help you see where your customer might encounter a roadblock that drives them to part ways with your brand.

3. Improve mission alignment

If you’re having a hard time aligning cross-functionally, it can be useful to get the teams together to collaborate on creating a CJM and ensure you’re putting the customer first. CJM’s can also help assign responsibility for specific tasks to different stakeholders and ensure ownership of certain metrics & KPIs.

Create your own customer touchpoint map

Whether you’re a veteran of customer journey mapping or new to the technique, Miro makes it easy to build your own customer journey map. Miro’s whiteboard tool allows you to create and share CJMs with your team. Get started by selecting the Customer Journey Map template, then take the following steps to make your own.

1. Set objectives

Think about what you want to accomplish. Is there a problem you’re trying to solve? A product you’re about to launch? An experience you want to learn more about? Articulate the challenges you’re facing so you can better use your CJM. Then write down your objectives.

2. Create personas

Build a complete picture of the customer whose journey you will capture in your map. Use all the demographic and psychographic data available to you to make 


3. List touchpoints

Touchpoints are all the places on your website or in your brand journey where customers might interact with the company. List the ones your customers are already using and those you would like them to use.

4. Identify elements to show on the map

Customer journey maps can be as zoomed-in or zoomed-out as you need. Working with your team, decide whether you want to plan out an idealized version or the current state of the customer journey, a day in your customer’s life and how your brand might add value, or a 


5 Map out the resources you have and need

Once you start mapping, you’ll start to see gaps in the customer journey. As you develop the map, use Miro’s 

 to draw up a list of resources you will need to fill in those gaps. Flesh out the map by adding those resources and tools. This will help you predict how adding or subtracting touchpoints might impact your business and drive revenue.

6. Test it out

Work through the CJM and see if you can answer the questions you posed at the beginning of the process. Then, you can better visualize how to meet your team’s objectives.

7. Iterate as necessary

Once you’ve test-driven the map, make any necessary changes. You may want to repeat the process over time as you add new features and updates.

Customer Touchpoint Map Template

Get started with this template right now. It’s free

Related Templates

UX Project Canvas

Inspired by Alexander Osterwalder's 2005 business model canvas, the project canvas will help your team visualize the big picture of your UX and design projects, providing a convenient structure that holds all of your important data. This innovative tool enables you to transform an idea into a project plan, stimulating collaboration and communication between collaborators. Unlike alternative models, the project canvas is a simple interface. There are few startup costs, and employees can easily be brought up to speed to start using the canvas quickly.

UX Project Canvas
Concept Map ThumbnailConcept Map Thumbnail

Concept Map

Put simply, a concept map creates “ah, I get it now” moments for how complex ideas or concepts — specifically how they relate to each other. It’s a super simple visual tool. Typically, concepts are written in boxes or circles, and then label arrows are used to connect them with related ideas or information in a downward-branching hierarchical structure. Whether you’re learning (and teaching your team) a new subject or mapping out a user flow, this template will help you make progress and have breakthroughs.

Concept Map
User Story Map ThumbnailUser Story Map Thumbnail

User Story Map Framework

Popularized by Jeff Patton in 2005, the user story mapping technique is an agile way to manage product backlogs. Whether you’re working alone or with a product team, you can leverage user story mapping to plan product releases. User story maps help teams stay focused on the business value and release features that customers care about. The framework helps to get a shared understanding for the cross-functional team of what needs to be done to satisfy customers' needs.

User Story Map Framework
Stakeholder Analysis ThumbnailStakeholder Analysis Thumbnail

Stakeholder Analysis

Managing stakeholders is integral to completing a project on time and meeting expectations, so here’s how to use a stakeholder analysis to help. A stakeholder analysis empowers you to meet expectations and complete projects on time by identifying individuals, groups, and organizations with a vested interest in a program or process. In a typical stakeholder analysis, you’ll prioritize stakeholders based on their influence on a project and seek to understand how best to interface with them throughout the course of the project.

Stakeholder Analysis
user-interview-thumb-web (1)user-interview-thumb-web (1)

User Interview

A user interview is a UX research technique in which researchers ask the user questions about a topic. They allow your team to quickly and easily collect user data and learn more about your users. In general, organizations conduct user interviews to gather background data, to understand how people use technology, to take a snapshot of how users interact with a product, to understand user objectives and motivations, and to find users’ pain points. Use this template to record notes during an interview to ensure you’re gathering the data you need to create personas.

User Interview
Job Map ThumbnailJob Map Thumbnail

Job Map

Want to truly understand your consumers’ mindset? Take a look at things from their perspective — by identifying the “jobs” they need to accomplish and exploring what would make them “hire” or “fire” a product or service like yours. Ideal for UX researchers, job mapping is a staged process that gives you that POV by breaking the “jobs” down step by step, so you can ultimately offer something unique, useful, and different from your competitors. This template makes it easy to create a detailed, comprehensive job map.

Job Map