Customer journey map
Sketch the entire customer journey and build more lovable experiences
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About the customer journey map template
Customer needs and expectations are always evolving. So it is important to truly understand your customer and center their experience as you guide them through the different phases of buying and using your product. The goal is to deliver a cohesive experience at every touchpoint — from the content you write to the interactions with your sales and support teams.
Use this template to map out the customer journey from awareness and consideration through to advocacy. Consider what customers are doing, thinking, and feeling at each step. Better yet, invite participation from teammates in marketing, sales, product management, and customer support — each team has a stake in delivering a Complete Product Experience (CPE).
Remember that building your customer journey map is just the beginning. As customer needs evolve, revisit your map to spark ideas for future enhancements and opportunities. At any point, you can promote ideas on the map directly into actionable work items in Aha! Roadmaps.
How to use the Customer journey map template
Think holistically about customer experience and optimize each step of the journey.
Capture every touchpoint Map out the customer journey from awareness to advocacy. Color-code sticky notes by theme, team, or another identifying feature.
Gather multiple perspectives Bring in colleagues across the organization to elicit feedback and reach agreement on where to focus improvements.
Define your destination Compare the opportunities you identified with existing ideas and requests in your backlog. You can promote new ideas directly from your whiteboard into work items in Aha! Roadmaps.
FAQs about the customer journey map template
Why is building a customer journey map important?
Building a customer journey map is an exercise in customer empathy. It helps product teams better understand the customer experience, identify gaps or pain points, and deliver improvements. Customer journey maps inform strategic decisions and align teams on where to prioritize time and resources.
What are some best practices for building a customer journey map?
Start with clear objectives. And be sure you understand your customer personas well. (Take the time to revisit personas, if needed.) Layer in any qualitative or quantitative data to provide a more holistic view of the customer experience. Lastly, continuously update the map based on feedback or changes in customer behaviors.
Who is this customer journey map template for?
This customer journey map was designed for product managers, product marketers, and product teams. It aims to enhance understanding of user interactions and optimize product experiences.
Is this template free to use?
To use this customer journey map template, sign up for a free 30-day trial of Aha! Whiteboards. (You can also try this template in Aha! Roadmaps if you need a complete product management solution). Easily customize the template to suit your needs, and then share it with as many people as you want (for free) to streamline collaboration.
