5 Customer Journey Map Examples

Customer journey maps. You know they’re important, but you also know the customer journey mapping process takes time. Wouldn’t it be great if the template for a perfect customer journey map existed that you could just plug into your business model? Read on for a few customer journey map examples that will help you create your own map and boost your bottom line!

What is a Customer Journey Map

Also known as a buyer journey map or user journey map, a customer journey map is a visual representation of all the touchpoints your customers go through when engaging with your business.

Customer journey maps help you and your team visualize and conceptualize your customers’ journeys from the initial discovery of your products and services to deliberation to purchase and beyond. By making customer journey maps, you can get a clear picture of how each customer interacts with your business and how you can improve these touchpoints to increase customer satisfaction.

Creating customer journey maps is one of the surest ways to improve your customer experience and customer retention. The more you understand your customers, the better you can care for them and build relationships that have your customers returning again and again.

What Does a Good Customer Journey Map Include?

A good customer journey map is based on relevant data that considers customer pain points and is tied to the goals of your business. It also expands beyond the initial purchase—it takes a look at the entire customer journey so you can see what is working and what can be improved. 

A customer journey map should include all potential customer touchpoints. Think: website, social media, physical ads, online ads, calls with the sales team, etc. Every map should include in-person and eCommerce customer journey touchpoints. 

An effective customer journey map will also include high levels of personalization to the people who purchase from you. Your customers are unique, and so are their journeys. Best practice is to create multiple personas within your customer journeys because the people who buy from you can vary a lot. 

Each customer’s journey will differ depending on various factors like age, gender, race, personality, past buying behavior, personal motivations, how they feel at each touchpoint, etc. Your customer journey maps should take these unique factors into account; a good customer journey map will outline a logical order depending on the particular persona it covers.

Another part of good customer journey mapping is integrating marketing and customer service efforts into the touchpoints included in the map. Your journey map should allow you to step out from your business’s perspective and into your customers’ perspective, seeing their entire experience of your brand and business through their eyes.

A good customer journey map also includes retargeting efforts. If a potential customer comes into your store, they can be retargeted on your newsletter or with text updates. Your journey maps should reflect this. If a potential customer interacts with your website, they can be retargeted by a social media ad later on. Your customer journey maps should think beyond a single interaction. 

Your customers’ feelings are super important for a good customer journey mapping exercise. You want your customer journey maps to tap into what a customer is thinking, feeling, and experiencing at all touchpoints. The more detailed you get, the better you can address their pain points.

Finally, a good customer journey map portrays how real customers interact with your business. Customers are highly likely to abandon a purchase if they encounter friction. (For example, if their preferred payment method isn’t available, or if they have to book an appointment in person instead of online.) Creating customer journey maps should include innovating ways to reduce friction from each customer’s journey. 

Examples of Good Customer Journey Maps

There are countless ways to successfully engage your customers and improve customer satisfaction. How you choose to create your customer journey map is highly dependent on your customer personas and communication styles within your business.

Even with the wide variety of options for how your customer journey map can look, including the types of information listed above will make a huge difference in building a clear, effective journey map for your team.

Coming up with a new customer journey map can feel daunting. Here are 5 customer journey map examples to get you inspired.

The first of our customer journey map examples was created by the US government. Based on a persona, Linda, this customer journey map includes various touch points throughout the customer journey, like accessing a government website, filling out forms, and receiving follow up by email. Crucially, it also depicts Linda’s feelings along her customer journey, allowing the team to visualize her pain points. Teams that are referencing this customer journey map can address those pain points by implementing solutions suggested at the bottom.

This customer journey map example of the Starbucks experience has a very clean look and offers a simple, yet effective visualization. It splits the customer experience into two types, making it easy for a team to identify what type of customer experience they should aim to create. This customer journey map includes pain points that contribute to lower levels of customer satisfaction and customer touch points throughout the buying process that contribute to a better customer experience. The visualization is simple, clear, and effective. 

This customer journey map example from Lucid Chart is based on the persona Sarah. Beyond covering the customer’s journey, it also outlines the specific scenario of the persona and feelings associated with the customer journey. This customer journey map includes possible customer expectations and sample statements or phrases that can help a team tap into the possible motivations behind customer behavior. 

In this example, Lancome illustrates many angles of the customer journey for their average customer. This customer journey map example highlights customer interactions with media and is useful for teams who need to identify opportunities where they can better reach potential customers. It also includes specific data to target and depict clear, relevant information.

The Rail Europe customer journey map is a stellar example of a good journey map. It outlines the entire customer journey, including all steps of the buying process. This customer journey map example includes what the customer thinks, feels, does, and experiences throughout the journey, painting a complete picture. It also includes aims for how Rail Europe can better address customer pain points to create a more seamless experience.

Start Mapping Your Customer Journey

If you want to take your customers’ experiences from good to excellent, journey mapping is a must. Making sure that your business is meeting customers where they are and catering to their preferences requires understanding their thoughts, feelings, and needs. 

Creating a customer journey map helps you and your team identify opportunities for innovation and improvement. Using the right tools to create better customer experiences at all touchpoints will make a huge difference in your bottom line. 

Get started with Podium today to delight your customers at every stage of their user journey.