Customer Touchpoint Map Template

About the Customer Touchpoint Map Template

The customer touchpoint map template is a tool that helps you define your customer journey map. UX designers, researchers, and marketers can use this template to identify all the customer touchpoints of your product or brand, flagging which ones are in good order and which ones need improvement.

What is a customer touchpoint map?

A customer touchpoint map is where you can map all your customer’s interactions and touchpoints with your brand or product. It’s a practical and efficient way to see the whole journey, including what needs improvement and what’s been working well.

The customer touchpoint map helps you bring more detail to your customer journey map, where you go more in-depth on how your customer thinks and feels about your brand throughout their journey. A basic CJM includes a specific persona, the steps beginning-to-end of the customer experience, and the potential emotional highs and lows. Both templates are complementary.

Benefits of using a customer touchpoint map

Many teams can benefit from the customer touchpoint map, including designers, developers, and business managers. Here are a few things that will you find out when you build your own customer touchpoint map:

Anticipate multiple customer pathways

Each customer won’t have an identical user journey, so one of the advantages of customer touchpoint mapping is that you can plot out multiple pathways through your product.

By understanding the different ways customers can discover and use your product, you can better anticipate their priorities and what causes churn.

Understand the customer’s perspective

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

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 on the steps and features that are most important to a customer, you can better understand which updates will benefit them the most.

Target customer personas more closely

Customer touchpoint 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.

Improve customer service

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

When to use the customer touchpoint map template

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

Visualize the customer experience

Customer touchpoint maps help businesses visualize the customer journey and understand the steps a customer takes through the product. It also allows you to focus on your customer's journey's most influential channels and touchpoints.

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.

Solve a specific problem

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

Improve mission alignment

Suppose you’re having a hard time aligning cross-functionally. In that case, it can be useful to get the teams together to collaborate on creating a customer touchpoint map and ensure you’re putting the customer first.

Create your own customer touchpoint map

Whether you’re a veteran of customer touchpoint mapping or new to the technique, Miro makes it easy to build your own. Get started by selecting the customer touchpoint map template, then take the following steps:

1. Set a timeline

Identify each phase of your customer journey and add it to a linear timeline, including also all your communication channels.

2. Identify each customer touchpoint as an end-to-end journey

Add each customer's interaction with your brand, product, or service. A good way to organize the touchpoints is to think about the buying phases: before, purchase, and after purchase.

3. Analyze the interactions

Write down the positive and negative aspects of each touchpoint, according to your customer’s point of view.

What about your product exceeded your customer’s expectations? Where did it fall short?

4. Iterate and improve

After setting up your customer touchpoint map, see how it helps you develop your customer journey map. As your product and brand evolve, you can continuously iterate and improve your customer touchpoint map as you see fit.