Customer journey map

It is free to fill in online, needs no account, and downloads as a Word document or a PDF. See all Sales and marketing templates

• Business or product

  For example: Brightwater Analytics

• Customer type

  For example: Store operations manager at a regional shop chain

• What the customer wants to do

  For example: Find a tool that predicts stock needs and get it running before the busy season

• Map made by

  For example: Lena Ortiz, with Sales and Support

• Date

  For example: 8 September 2030

• Where this comes from

  Real customer facts make a map useful.

  For example: 12 customer interviews, 40 survey replies and support tickets from the last 6 months

• Stages of the journey

  One stage per line, in order.

  For example: Awareness Considering options Buying Setting up Using it Renewing or leaving

• What the customer does at each stage

  One row for each stage.

  For example: Awareness | Sees a post, asks a colleague Considering options | Compares 3 tools, reads reviews, asks for a demo Buying | Gets approval, signs, pays

• What the customer thinks and feels

  One row for each stage.

  For example: Considering options | Unsure, worried about cost Setting up | Frustrated by data import Using it | Pleased with the first forecast

• Where they meet us

  Every point of contact.

  For example: Website, demo call, contract email, onboarding call, help centre, account manager

• Pain points

  What goes wrong or feels hard.

  For example: Pricing is hard to find. Data import takes 2 weeks. Nobody calls after set-up.

• Best moments to build on (optional)optional

  For example: The first forecast report. The onboarding call.

• Improvements, in order of priority

  One row for each improvement, most important first.

  For example: 1. Put prices on the website | Marketing | 30 September 2. Offer an import helper | Support | 15 November 3. Call every new customer after 30 days | Account team | 1 October

• How we will know it improved (optional)optional

  For example: Time to first forecast under 7 days. Customer score after set-up above 8 out of 10.

1. 11. Where this comes from
2. 22. Stages
3. 33. What the customer does
4. 44. What the customer thinks and feels
5. 55. Where they meet us
6. 66. Pain points
7. 77. Best moments
8. 88. Improvements
9. 99. How we will measure it

1. 01

   Fill in

   Type your details in the form. The document fills itself in as you type; click any gap to jump to its field.

2. 02

   Check

   Read it through. Gaps you have not filled stay marked, so nothing goes out half done.

3. 03

   Download

   Save it as a Word document to edit further, or as a PDF to send or print.

What details does this template ask for?

The form asks for 14 details, starting with Business or product, Customer type, What the customer wants to do, Map made by, Date. 2 more are optional.

Can I download this template as Word or PDF?

Yes. When you have filled in the form, save it as a Word document to keep editing, or as a PDF to send or print. It is free and needs no account.

Is what I type sent anywhere?

No. What you type stays in your browser while you fill in the document. It only goes to nerix if you choose to open the template in the chat.

Are these marketing templates free?

Most are. Fill in and download them for free as Word or PDF, with no account. A few longer documents are premium: free to fill in, paid once to download, and marked with their price.

Do I need a customer's permission for a case study?

Yes. Get the customer's written approval of the text, the quotes and any logo before you publish. The case study template has a field for it.

Can nerix improve the wording?

Yes. Open the template in the nerix chat and ask for a shorter, warmer or more formal version, then check every fact before you publish.

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