How to Create a Strong Customer Journey Mapping Template

By Indeed Editorial Team

Published June 18, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Using visual representations to tell stories about customers' experiences is a powerful method for developing an effective business strategy. This approach offers insights into the needs and concerns of current and potential customers, which can directly affect your reputation and revenue. Understanding the customer journey mapping process using templates may help focus you and your team on customer service. In this article, we define customer journey mapping, explore its benefits, share templates, and review an example of the customer journey mapping process.

What is a customer journey mapping template?

A customer journey mapping template is a sample format of the process used to visually represent the path customers take when interacting with your brand. For example, a company can create an outline, infographic, photograph, or any other visual product to show how customers interact with their brand and its goods or services. This process is useful to learn and identify any customer behaviour patterns to shift marketing tactics, products themselves, or customer service elements.

Related: 10 Tips for Creating a Positive Customer Service Experience

Benefits of customer journey mapping

By using a template to map the customer journey, companies can document each interaction with their services or products. This beneficial process helps you uncover any unknown weak areas as a data point to determine how you and your team can improve your organization. Here are some other benefits of mapping:

  • becoming aware of customer challenges

  • gathering ideas from team members

  • providing higher levels of marketing support

  • increasing profits and revenue

  • retaining customers

  • finding more potential customers

How to create a customer journey map

Your map type depends on your business and your preferences on how best to describe customer interactions visually. One key element is the accuracy of the map and how well it provides insights for improving your business and the customer experience it offers. To create a map for your organization, consider the following steps:

1. State your goals

Keep your focus on the outcomes of the mapping process even as you review the many kinds of maps that may represent your customers' experiences. Being firm on what you hope to accomplish with the map, such as improving key indicators at your company, guides your decisions and provides background for the information you gather. Your goals may include the following:

  • establish a customer scorecard to measure levels of customer service through the customer journey

  • set levels of customer service that are measurable and aspirational

  • create a smooth online customer experience

  • increase revenue opportunities at each customer journey touchpoint

  • attract and keep customers through their interactions

Related: How to Set Team Goals at Work (With Examples and Tips)

2. Do your research

Identify the information necessary to complete your map template and decide on any new research that may be required. For instance, you may wish to use data from customer service logs or website or social media reports, surveys, or purchase histories. Conducting new research can help you uncover information not available from existing sources, and this data forms a perspective for an accurate customer journey map.

3. Identify customer interactions

Information you gather reveals customer interactions and what happens during those touchpoints. For example, an e-mail campaign may result in several responses back from customers with questions or concerns. Other customer interactions may occur informally, such as when customers physically enter your retail store, navigate the aisles and product displays, or ask employees questions.

4. Develop your map

You can use all the information available about your customers, their purchasing habits, and key touchpoints to develop your customer journey map. Try working collaboratively on a team to decide on the best way to organize and present this information. Remember to refer to your original goals to help provide context for your decisions and structure the choices you make in this process.

Consider the best ways to represent and publish your map. For example, you might choose to develop an infographic and post it on social media to engage with customers or create a slide presentation for internal communications and discussion.

Customer journey mapping templates

Completing the mapping process may involve working with your team, a group of leaders, or with customers themselves. You can use the data that you gather from the customer experience to help validate the template as a reliable source of information. To help develop your organization's customer journey mapping process, consider completing these templates:

Current customer interactions template

This journey map focuses on customer interactions with your brand, both online and in person. Understanding the details of these contacts may identify areas for improvement. Here are the elements to include in this type of journey map:

  • common problems or questions

  • feedback on products or services

  • customer actions such as complementary product purchases

  • how customers navigate your website

  • trends on when customers call your customer service centre

Related: How to Become a Brand Strategist (With 8 Steps)

Future customer contact template

This type of customer journey map shows the ideal customer journey. It serves as aspirational for your team and includes details about the steps necessary to reach this future state. Here are some sections you can consider including in this type of customer journey map:

  • why customers initiate contact

  • samples of positive interactions with your customer service

  • how customers research your products or services

  • how customers make purchasing decisions

  • potential customer actions as scenarios

Template 3: A customer's sample day

A creative journey map allows you and your team to detail a typical day in your ideal customer's life. This approach provides you with insights into your customers, such as their preferences, patterns of behaviour, and any daily issues they may face. Information you gather can also help you develop new products or services. A sample day map may include these elements:

  • customer actions at set times during the day

  • why customers take these actions and their thoughts at those times

  • purchases made at specific times

  • who customers interact with, such as family members, colleagues, or retail shops

  • time spent and activities online for work or leisure

Related: How to Do Market Research with 6 Guided Steps (With Types)

Template 4: Customer service diagram

A customer service diagram or service blueprint visualizes relationships between people, physical or digital evidence of interactions, and processes linking to the customer journey. Complex scenarios that span multiple customer service points, often by several departments and units, may inform this diagram. Here's a template of information to include in this diagram:

  • log of customer searches on a website

  • customer engagement on social media channels

  • reports of time between ordering and delivery

  • redundant steps to interact or fulfill customer orders

  • responses to customer product or service questions

Example of customer journey mapping

Reviewing examples of how other businesses use the mapping process can help you during the drafting process. Think of this example in the context of your business and how these can provide ideas to improve. Here is a step-by-step example that may help:

Create a clear goal

A retailer notices an increase of 30% in customer calls to the service hotline over the past six months. They decide to complete a customer journey map to identify the reasons behind the need for customer service and develop ideas to fix the problems. First, the leader gathers a team of customer service representatives and marketing and product specialists to use the mapping process to better meet customer needs and reduce calls to the customer service centre.

Focus on customer interactions

The business leader gathers information relating to challenges facing customers. This involves finding patterns of customer concerns by reviewing customer service records, talking with customer representatives who engage with customers on the phone, via e-mail, or through an online chat, or by surveying customers. Gather as much information as possible about moments when customers interact with the brand to tell a complete story about this element of the customer journey.

Related: Relationship and Effect of Customer Service in Sales

Develop a map

Use the information from customer interactions to complete a customer journey map template. Because the goal is to create a map that identifies how better to meet customer needs and reduce calls to the customer service centre, highlighting the problems that prompt calls to the company. The map visually represents this important part of the customer journey, and it may stand as a single map or become part of a larger mapping process for your company.

Fix the problems

In the customer journey mapping process, the businessperson discovers that customers feel less positive about the brand when using the e-commerce platform than when purchasing at a physical store location. The retailer's continuing research identifies that the e-commerce site contains several broken links on the product pages, fails to load completely on all web browsers, and the mobile application sometimes crashes when loading. After making changes to the e-commerce site and mobile application, then adding this information to the customer journey map, the retailer improves their processes, better serves customers, and reduces call volume to the customer service centre.

Explore more articles