Customer journey mapping templates

Easily map out customer journeys to better understand buyer behaviour and quickly identify any snags in your digital experience

What is a customer journey map?

A customer journey map is a visual model that shows how your customers behave at each touchpoint. This technique, also known as “touchpoint mapping”, is aimed at reviewing how digital experiences and content support customer decision-making across a multi-channel journey.

Top tip: In order to accurately map a customer journey, it is helpful to have already established your customer personas. If you need help identifying the key personas for your business, we recommend downloading our Persona guide and template to help you get started.

How will these templates help me and my business?

Using our customer journey map templates, you can begin to map out customer journeys for your key personas to help understand your buyers' behaviour.

Customer journey mapping can show you what areas of your marketing funnel are strong or need developing. You will be able to quickly identify any possible snags in your digital experience and possible barriers to sale for your business.

Within our templates you'll find a range of editable 'maps' as well as B2B and B2C examples to help you get started.

Latest updates:

In 2024 we have added more customer journey templates to this download to give you more options and guidance. Now in your download, you get access to three resources:

• Original customer journey mapping template - map out customer journeys using RACE to better understand buyer behaviour and quickly identify any snags in your digital experience.
• Customer journey map audit spreadsheet - based on our popular email contact sequence template, define your current and potential always-on communication touchpoints across the whole customer lifecycle to identify gaps and improve results.
• Customer lifecycle editable pdf - this is one of our most popular visuals, and you asked for an editable version. Well here it is! Edit using Adobe Acrobat to refine and present your current and future customer lifecycle opportunities.

Who are these templates for?

These templates were created for marketers at any level to easily create and review customer behaviour. They are useful for anyone responsible for managing user experience through their marketing role, such as Marketing Managers or UX specialists who are looking to optimize the marketing funnel and improve conversion or retention.

How is this template structured?

Download 1: Our customer journey mapping template uses the following structure:

• What is a customer journey template?
• Knowing your customer personas
• Blank model persona template example
• How do I create a customer journey map?
• 1. Customer journey mapping with RACE
  • B2C example
  • Example explained: How to use RACE customer journey mapping template (inc. video)
  • Blank template
• 2. Customer journey mapping with channel gap analysis
  • Channel gap analysis explanation and example
  • Blank template
  • CPG brand example
  • Customer lifecycle touchpoint review and B2B example

Download 2: Customer journey map audit spreadsheet:

• ReadMe guidance
• EXAMPLE journey map for Smart Insights
• CURRENT journey map template
• FUTURE journey map template

Download 3: Customer lifecycle visuals. These are presented as pdfs which you can edit for your business.

Resource Details

• Author: Amelia Cooper, Head of Content
• Format: 3 x downloads. Our customer journey mapping template is in a PowerPoint presentation with editable templates; our customer journey map audit spreadsheet is presented in Microsoft excel with editable templates, and our customer lifecycle download is editable via Adobe Acrobat.
• Related resources:
  • Customer persona guide and template – explore our detailed persona guide with advice on how to create your own personas, and B2B and B2C examples.
  • Digital Experience Learning Path – use a data driven approach to improve the effectiveness of your website and UX.

About the author

Amelia Cooper

Amelia Cooper is Head of Content at Smart Insights. She is responsible for managing the paid member content library and e-learning resources, as well as strategic planning to ensure customers get the most from their memberships. She is a University of Southampton and the Chartered Institute of Marketing graduate with over 8 years’ experience in digital marketing, specializing in content marketing.