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Customer journey mapping in 2 and 1/2 days

How to create a customer journey map that improves customer success.

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There’s a common saying that you can’t understand someone until you’ve walked a mile in their shoes—and that’s exactly what customer journey maps do: they help you put yourself in different customers’ shoes and understand your business from their point of view.

Why should you do it? How should you do it? Find the answers in this guide, which we wrote after interviewing 10+ customer journey experts who shared methodologies, dos and don’ts, and pro tips with us. 

On this page:

What is a customer journey map?

How to create a customer journey map in 2 and ½ working days

4 benefits of customer journey mapping for your business

In later chapters, we dive deeper into customer journey analytics, workshops, and real-life examples.

Start mapping your customer journey

Hotjar lets you experience the customer journey through their eyes, so you can visualize what’s working and what needs improvement.

A customer journey map (CJM) is a visual representation of how customers interact with and experience your website, products, or business across multiple touchpoints.

By visualizing the actions, thoughts, and emotions your customers experience, a customer journey map helps you better understand them and identify the pain points they encounter. This is essential if you want to implement informed, customer-focused optimizations on your site.

Mapping the customer journey: narrow vs. wide focus

A customer journey map can have a very narrow focus and only look at a few, specific steps of the customer experience or buyer’s journey (for example, a product-to-purchase flow on a website), or it can take into account all the touchpoints, online and offline, someone goes through before and after doing business with you. 

Each type of customer journey map has its advantages:

A CJM with a narrow focus allows you to zero in on an issue and effectively problem-solve 

A CJM with a wide focus gives you a broader, holistic understanding of how customers experience your business

Regardless of their focus, the best customer journey maps have one thing in common: they are created with real customer data that you collect and analyze . The insights are usually organized into a map (hence the name), diagram, or flowchart during a group workshop, which is later shared across the entire business so everyone gets a clear and comprehensive overview of a customer’s journey.

How to create your first customer journey map in 2 and ½ working days

The process of creating a customer journey map can be as long or short as you need. Depending on how many people and stakeholders you involve, how much data you collect and analyze, and how many touchpoints there are across the business, you could be looking at days or even weeks and months of work.

If you’re new to customer journey mapping, start from a narrower scope before moving on to mapping every single customer touchpoint . 

Here’s our beginner customer journey mapping framework to help you create your first complete map in 2 and ½ working days:

Day 1: preliminary customer journey mapping work

Day 2: prep and run your customer journey mapping workshop.

Final ½ day: wrap up and share your results

Download your free customer journey map checklist  (as seen below), to mark off your tasks as you complete them.

On your first day, you have three essential tasks:

Define the goal and scope of your CJM

Collect customer data and insights

Invite your team to a customer journey mapping workshop

Step 1: define the goal and scope of your CJM

Clarifying what part(s) of the journey you're looking at, and why, helps you stay focused throughout the mapping process.

If this is your first map,  start from a known issue or problematic area of your website. Keep the scope small, and focus on anything you can break down into four or five steps. For example:

If you have a high drop-off on a pricing page with five calls-to-action, each of which takes users to a different page, that’s enough for a mappable journey

If your purchase flow is made of five self-contained pages, each of which loses you potential customers, that’s a good candidate for mapping

✅ The output: a one- or two-sentence description of what your map will cover, and why, you can use whenever you need to explain what the process is about. For example: this map looks at the purchase flow on our website, and helps us understand how customers go through each step and the issues or obstacles they encounter. The map starts after users click ‘proceed to checkout’ and ends when they reach the 'Thank You' page .

Step 2: collect customer data and insights

Once you identify your goal and scope, the bulk of your first day should be spent collecting data and insights you’ll analyze as part of your mapping process. Because your map is narrow in focus, don’t get distracted by wide-scale demographics or data points that are interesting and nice to know, but ultimately irrelevant. 

Get your hands on as much of the following information as you can:

Metrics from traditional analytics tools (such as Google Analytics) that give you insight into what’s happening, across the pages and stages your customer journey map covers

Data from analyzing your conversion ‘funnels’ , which record how many visitors end up at each stage of the user journey, so you can optimize those steps for potential customers and increase conversions

Behavior analytics data (from platforms like Hotjar) that show you how people interact with your site. For example, heatmaps give you an aggregate view of how users click, move and scroll on specific pages, and session recordings capture a user’s entire journey as they navigate your site

Quantitative and qualitative answers to on-site surveys relevant to the pages you’re going to investigate, as customer feedback will ultimately guide your roadmap of changes to make to improve the journey

Any demographic information about existing user and customer personas that helps you map the journey from the perspective of a real type of customer, rather than that of any hypothetical visitor, ensuring the journey makes sense for your target audience

Any relevant data from customer service chat logs, emails, or even anecdotal information from support, success, and sales teams about the issues customers usually experience

✅ The output: quantitative and qualitative data about your customers' interactions and their experiences across various touchpoints. For example, you’ll know how many people drop off at each individual stage, which page elements they interact with or ignore, and what stops them from converting.

💡Pro tip: as you read this guide, you may not yet have most of this data, particularly when it comes to heatmaps, recordings, and survey results. That’s ok. 

Unless you’re running your CJM workshop in the next 12 hours, you have enough time to set up Hotjar on your website and start collecting insights right now. The platform helps you:

Learn where and why users drop off with Funnels

Visualize interactions on key pages with Heatmaps

Capture visitor sessions across your website with Recordings

Run on-site polls with Surveys

When the time comes for you to start your customer journey mapping process, this data will be invaluable.

Step 3: invite your team to a customer journey mapping workshop

In our experience, the most effective way to get buy-in is not to try and convince people after things are done—include them in the process from the start. So while you can easily create a customer journey map on your own, it won’t be nearly as powerful as one you create with team members from different areas of expertise .

For example, if you’re looking at the purchase flow, you need to work with:

Someone from the UX team, who knows about the usability of the flow and can advocate for design changes

Someone from dev or engineering, who knows how things work in the back end, and will be able to push forward any changes that result from the map

Someone from success or support, who has first-hand experience talking to customers and resolving any issues they experience

✅ The output: you’ve set a date, booked a meeting space, and invited a group of four to six participants to your customer journey mapping workshop.

💡Pro tip: for your first map, stay small. Keep it limited to four to six people, and no main stakeholders . This may be unpopular advice, especially since many guides out there mention the importance of having stakeholders present from the start.

However, when you’re not yet very familiar with the process, including too many people early on can discourage them from re-investing their time into future CJM tasks. At this stage, it’s more helpful to brainstorm with a small team, get feedback on how to improve, and iterate a few times. Once you have a firm handle on the process, then start looping in your stakeholders.

On workshop day, you’ll spend half your time prepping and the other half running the actual session.

Step 1: prepare all your materials 

To run a smooth workshop, ensure you do the following:

Bring stationery: for an interactive workshop, you’ll need basic materials such as pens, different colored Post-its, masking tape, and large sheets of paper to hang on the wall

Collect and print out the data: use the data you collected on Day 1. It’s good to have digital copies on a laptop or tablet for everybody to access, but print-outs could be the better alternative as people can take notes and scribble on them.

Print out an empathy map canvas for each participant: start the workshop with an empathy mapping exercise (more on this in Step 2). For this, hand each participant an empty empathy map canvas you can recreate from the template below.

Set up a customer journey map template on the wall: use a large sheet of paper to create a grid you'll stick to the wall and fill in as part of the workshop. On the horizontal axis, write the customer journey steps you identified during your Day 1 prep work; on the vertical axis, list the themes you want to analyze for each step. For example:

Actions your customers take

Questions they might have

Happy moments they experience

Pain points they experience

Tech limits they might encounter

Opportunities that arise

Step 2: run the workshop

This is the most interactive (and fun) part of the process. Follow the framework below to go from zero to a completed draft of a map in just under 2 hours .

Introduction [🕒 5–10 min]

Introduce yourself and your participants to one another

Using the one-two sentence description you defined on Day 1, explain the goal and scope of the workshop and the activities it will involve

Offer a quick summary of the customer persona you’ll be referring to throughout the session

Empathy mapping exercise [🕒 30 min]

Using the personas and data available, have each team member map their observations onto sticky notes and paste them on the relevant section of the empathy mapping canvas

Have all participants take turns presenting their empathy map

Facilitate group discussions where interesting points of agreement or disagreement appear

Customer journey mapping [🕒 60 min]

Using Post-its, ask each participant to fill in parts of the map grid with available information. Start by filling in the first row together, so everybody understands the process, then do each row individually (15–20 min). At the end of the process, you should have something like this:

Looking at the completed map, encourage your team to discuss and align on core observations (and take notes: they’ll come in handy on your final half day). At this point, customer pain points and opportunities should become evident for everybody involved. Having a cross-functional team means people will naturally start discussing what can, or cannot, immediately be done to address them (35–40 min).

Wrap up [🕒 5 min]

Congratulations! Your first customer journey map is complete. Finish the session by thanking your participants and letting them know the next steps.

Final half-day: wrap up and share

Once you’ve gone through the entire customer journey mapping workshop, the number one thing you want to avoid is for all this effort to go to waste. Instead of leaving the map hanging on the wall (or worse: taking it down, folding it, and forgetting about it), the final step is to wrap the process up and communicate the results to the larger team.

Digitize the map so you can easily update and share it with team members: it may be tempting to use dedicated software or invest time into a beautiful design, but for the first few iterations, it’s enough to add the map to your team’s existing workflows (for example, our team digitized our map and added it straight into Jira, where it’s easily accessible)

Offer a quick write-up or a 5-minute video introduction of the activity: re-use the description you came up with on Day 1, including who was involved and the top three outcomes

Clearly state the follow-up actions: if you’ve found obvious issues that need fixing, that’s a likely next step. If you’ve identified opportunities for change and improvement, you may want to validate these findings via customer interviews and usability testing.

4 benefits of customer journey mapping

In 2023, it’s almost a given that great customer experience (CX) provides any business or ecommerce site with a competitive advantage. But just how you’re supposed to deliver on the concept and create wow-worthy experiences is often left unsaid, implied, or glossed over.

Customer journey maps help you find answers to this ‘How?’ question, enabling you to:

Visualize customer pain points, motivations, and drivers

Create cross-team alignment around the business

Remove internal silos and clarify areas of ownership

Make improvements and convert more visitors into customers

We’ve done a lot of customer journey work here at Hotjar, so we know that the above is true—but don’t just take our word for it: all the people we interviewed for this guide confirmed the benefits of journey mapping. Let’s take a look at what they shared.

1. Visualize customer pain points, motivations, and drivers

It’s one thing to present your entire team with charts, graphs, and trends about your customers, and quite another to put the same team in front of ONE map that highlights what customers think, want, and do at each step of their journey.

I did my first customer journey map at MADE.COM within the first three months of joining the company. I was trying to map the journey to understand where the pain points were.

For example, people who want to buy a sofa from us will be coming back to the site 8+ times over several weeks before making a purchase. In that time, they may also visit a showroom. So now I look at that journey, at a customer’s motivation for going to the website versus a physical store, and I need to make sure that the experience in the showroom complements what they're doing on-site, and vice-versa, and that it all kind of comes together.

The map helps in seeing that journey progress right up to the time someone becomes a customer. And it also continues after: we see the next touchpoints and how we're looking to retain them as a customer, so that they come back and purchase again.

A customer journey map is particularly powerful when you incorporate empathy into it, bringing to light specific emotions that customers experience throughout the journey.

2. Create cross-team alignment around the business

The best, most effective customer journey maps are not the solo project of the user experience (UX) or marketing team (though they may originate there).

Customer journey maps are a quick, easy, and powerful way to help everybody in your business get a clearer understanding of how things work from a customers’ perspective and what the customers’ needs are—which is the first step in your quest towards creating a better experience for them.

Our first goal for preparing a customer journey map was to improve understanding customers across the company, so that every employee could understand the entire process our clients go through.

For example, people from the shipping department didn't know how the process works online; people from marketing didn't know how customers behave after filing a complaint. Everything seems obvious, but when we shared these details, we saw that a lot of people didn't know how the company itself works—this map made us realize that there were still gaps we needed to fill.

If we discover that customers have a pain point in a specific section of the map, different teams can look at the same section from several angles; customer support can communicate why something is not possible, and engineering can explain why it’s going to take X amount of effort to get it done. Especially in cross-functional teams where we all come from really different disciplines, I find these maps to be an incredible way for us all to speak the same language.

3. Remove internal silos and clarify areas of ownership

As a company grows in size and complexity, the lines of ownership occasionally become blurry. Without clarity, a customer might get bounced like a ping pong ball across Sales, Success, and Support departments—not great for the seamless and frictionless customer experience we all want to offer.

A central source of ‘truth’ in the form of a customer journey map that everybody can refer to helps clarify areas of ownership and handover points.

We were growing as a team, and we realized we needed to operationalize a lot of the processes that, before then, had just been manually communicated. We did it through a customer journey map. Our goal was to better understand where these hand-off points were and how to create a more seamless experience for our customers, because they were kind of being punted from team to team, from person to person—and often, it was really hard to keep tabs on exactly where the customer was in that entire journey.

4. Make improvements and convert more visitors into customers

A customer journey map will take your team from 'It appears that 30% of people leave the website at this stage' to 'Wow, people are leaving because the info is incomplete and the links are broken.' Once everyone is aligned on the roadblocks that need to be addressed, changes that have a positive impact on the customer experience and customer satisfaction will happen faster.

The customer journey map brings it all together: it doesn't matter who you've got in the room. If you’re doing a proper journey map, they always get enlightened in terms of ‘Oh, my word. I did not know the customer's actually experiencing this.’ And when I walk out of the session, we have often solved issues in the business. Accountability and responsibilities have been assigned, and I find that it just works well.

Shaheema (right) working on a customer journey map

Collect the right data to create an effective customer journey map

The secret of getting value from customer journey mapping is not just building the map itself: it's taking action on your findings. Having a list of changes to prioritize means you can also measure their effect once implemented, and keep improving your customers' experience. 

This all starts with collecting customer-centric data—the sooner you begin, the more information you’ll have when the time comes to make a decision.

Start mapping your customer journey today

Hotjar lets you experience your customer’s journey through their eyes, so you can visualize what’s working and what needs improvement.

FAQs about customer journey mapping

How do i create a customer journey map.

To create a useful customer journey map, you first need to define your objectives, buyer personas, and the goals of your customers (direct customer feedback and  market research will help you here). Then, identify all the distinct touchpoints the customer has with your product or service in chronological order, and visualize the completion of these steps in a map format.

What are the benefits of customer journey mapping?

Customer journey mapping provides different teams in your company with a simple, easily understandable visualization that captures your customers’ perspective and needs, and the steps they’ll  take to successfully use your  product or service. 

Consider customer journey mapping if you want to accomplish a specific objective (like testing a new product’s purchase flow) or work towards a much broader goal (like increasing overall customer retention or customer loyalty).

What is the difference between a customer journey map and an experience map?

The main difference between an experience map and a customer journey map is that customer journey maps are geared specifically toward business goals and the successful use of a product or service, while experience maps visualize an individual’s journey and experience through the completion of any task or goal that may not be related to business.

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The complete guide to customer journey management.

14 min read Effective customer journey management requires a keen understanding of how your customers move from touchpoint to touchpoint. Here’s how to understand and optimize every customer’s journey – and how to make proactive changes that boost the entire customer experience.

The interactions your customers have with you are never one-off moments, and they don’t happen in a vacuum. Instead, they form part of an overarching customer journey, which incorporates every single stage of each customer’s road to purchase – and beyond.

Understanding those customer journeys, and building experiences with every step in mind, is how you’ll create interactions that people love, remember, and recommend.

Delivering on those next-level customer journeys requires a deep understanding of how people discover your brand and buy your products, and that means working on a few core practices:

Customer journey mapping

Customer journey orchestration, customer journey optimization, customer journey analytics.

In this article, we’ll be going through the what, why, and how of customer journey management – as well as what mastering it will mean for your customers.

Deliver next-level customer journeys with Customer Journey Optimizer

What is customer journey management?

Customer journey management is the art of being able to understand, map, design, and improve the interactions and processes that make up the entire customer experience.

It’s a discipline stemming from the idea that no matter how a customer interacts with your brand, that interaction is one part of a larger journey and not just an individual event.

It doesn’t matter if a customer is actively researching your products, passively encountering a social media post, browsing in a physical store, or contacting customer support – whatever the interaction, it’s happening as part of an overall journey.

Managing that journey really just means making those isolated moments better, but also ensuring that they’re interconnected and aligned.

When exploring and visualizing customer journey data, we are assessing:

• Customer behavior What is your customer trying to do?
• Customer attitudes What is your customer feeling/saying?
• The on-stage experience Who/what is your customer directly interacting with? (This includes various channels, such as TV ads or social media)
• The off-stage experience Who/what needs to be in place but which your customer is NOT directly aware of?

The purpose of customer journey management is ultimately to finetune the customer experience until it’s as seamless as possible, that the path towards purchase is frictionless, and that each touchpoint works as part of a broader CX strategy.

Successfully managing customer journeys, then, requires that you can master a mixture of customer data, behavioral science, customer feedback, industry insight, and a dash of business instinct.

Customer journey management: A mindset shift

Building customer journey management processes into your business requires a mindset shift. It’s not something that you can do once and forget about, and nor is it something that’s a quick change. That’s because customer journey management is a multi-faceted task that asks a little bit of every department.

Instead of siloed teams looking after their individual touchpoints or KPIs, true customer journey management needs to have an omnichannel focus. You’ll need to work across departments to deliver more a seamless customer experience no matter how your customers choose to interact with you.

Customer journey management is about pooling your resources to answer the following questions:

• What journeys are your different customer segments taking?
• Are customers able to get the answers and solutions they need?
• Can you track and pinpoint where experience gaps lie?
• How can you work to proactively fix those pain points?
• Are you able to monitor the results of those changes?

Customer expectations are higher than ever, and people are much more careful with where they spend their hard-earned money. So it’s vital to be able to offer them journeys that offer zero resistance.

In that sense, customer journey management needs full company buy-in. It’s top-down, as well as bottom-up – where customer journey data informs both individual channels as well as your overarching business strategy.

The benefits of customer journey management

There are two core benefits to customer journey management: stronger business outcomes, and a better customer experience. But you needn’t just take our word for it; there’s strong evidence for both.

PwC , for example, cites that 65% of consumers are likely to become long-term customers if the entire customer journey offers a positive experience, while some 86% will leave a brand after two poor interactions, according to Emplifi. In fact, that same research says that 49% of consumers have done just that, with poor customer experience being the key driver of churn.

From a business outcomes perspective, there are plenty of reasons to ensure that your customer journeys are as polished as possible. Customer journey management means being able to offer customers a more personalized experience, for example, which is a great way to grow an audience of loyal customers.

Some 60% of consumers will become repeat buyers if the experience on offer is a personalized one, and 66% are willing to share personal data if it helps them get that. That shows an appetite for journeys that work better on an individual level. In our own 2022 research , we found that:

• 63% of consumers said companies need to get better at listening to their feedback
• 62% of consumers said that businesses need to care more about them
• 60% of consumers would buy more if businesses treated them better

And then there’s the fact that orchestrating and fine-tuning the customer journey will result in a stronger omnichannel experience – which also boosts sales. Omnisend research found that omnichannel campaigns and experiences can drive as much as 494% more orders than single-channel ones.

If you remember nothing else, remember this: customer journey management is an incredibly worthwhile practice to build into your business for three main reasons:

1. You become more customer-focused Customer journey management is about putting your customers at the forefront of your business practices and processes. 2. You can offer more personalized experiences You’ll know more about what makes your customers tick, which will let you tailor your offering to them in a more bespoke way. 3. You’ll break down siloes Customer journey management requires total transparency and teams that talk regularly to one another.

The building blocks of customer journey management

Let’s take a look at each part of the customer journey management framework:

A customer journey map is a theoretical version of the steps a customer persona or segment will take to achieve what they’re trying to do. That might be making their first purchase, making a repeat purchase, or seeking customer support.

The idea, then, is to create multiple customer journey maps for all of these different experiences and list out the steps and touchpoints along the way. This’ll give you an idea of the various processes that take place in any given journey.

You’ll normally create these maps as a team, as part of a journey mapping workshop. There are two stages here: defining your audience personas and outlining their various journeys.

Fo audience personas, you’re really asking who your customers are. What’s their age and location? What do they do for a living? What’s their family status? And what are their goals in relation to your product?

Their journeys can be understood by answering a series of behavioral questions. Who’s involved in the journey? What are the processes and stages? What does the customer think during these stages? What’s the greatest moment of emotional load? What are your customer needs at this moment? How do their needs change if this experience goes badly?

For the most part, this is an experience-driven process, rather than a data-driven one – in that your team should be able to create a customer journey map for a range of customer journeys based on instinct and understanding. These assumptions can then be tested by asking customers as part of your workshopping process.

Need more info? We’ve got a full guide to customer journey mapping here.

Customer journey orchestration and optimization

Once you know what your customer journeys look like, you can think about how to design ones that work best. If your customer journey mapping is a top-level exercise, then customer journey orchestration and optimization are more practical. These use customer data and a cross-team approach to ensure that customers can move from touchpoint to touchpoint smoothly.

Customer journey orchestration often relies on a dedicated team made up of marketing, product, and service personnel, who can work together to create more compelling journeys.

Imagine, for example, that you a customer has recently installed your SaaS tool, but now they’re experiencing an issue. Your customer service team will naturally spring into action here, but great customer journey orchestration would also mean that other teams know what’s happening.

Your marketing team, for instance, would know not to bombard that customer with collateral about how great the product is until their issue has been fixed. The product team, meanwhile, would know about the issue the customer is facing and would be proactively working to ensure that the issue doesn’t arise for anyone else.

In other words, orchestration is about designing processes that can be standardized as a ‘best practice’ framework for each and every customer journey.

If orchestration is about designing flows that offer the best possible experience, then optimization is about looking at the ones currently in place, identifying pain points, and working to fix them.

Optimizing customer journeys is a cyclical process, rather than a ‘one and done’ job. Here, you’ll use customer data points, insight from analytics, social listening tools, regular customer feedback, and survey responses to build a picture of both customer behavior and high-priority pain points.

Armed with all that knowledge, you’ll be able to take active steps to improve the customer experience wherever you can.

Imagine, for example, that you know that a lot of your target audience arrives on your website via Instagram ads, but that a high percentage of them bounce without making a purchase. One way to optimize that journey could be to build a series of landing pages that are unique to each segment – with each targeted social ad sending people to a more personalized product offering.

Whatever the case, it’s essential to monitor the success of these initiatives and learn if they’ve worked, or if things still need changing. Optimization is about being holistic and agile, and not ignoring the data and insight available to you.

This brings us to the last part of the journey management process…

While instinct and some level of customer insight will help you map out a range of customer journeys, the ability to orchestrate and optimize things relies on access to customer data.

Customer experience management software is the answer here. The right customer journey management tools can provide masses of insight into the customer experience, help you track KPIs, and offer areas for improvement.

This information can come from a variety of sources. Customer behavior tracking can be baked right into digital products and work across platforms to help you better understand their journeys, while AI and natural language processing can listen to and understand customer effort, intent, and sentiment.

When it comes to customer journey management, software like this can help you:

• Audit journeys you think are happening
• Find ones you didn’t realize were happening
• Hear customer feedback from every touchpoint
• Understand where things need to change
• Measure the success of those change tactics

Information like this, both real-time and historical, can not only help you monitor the success of your customer journey management efforts but also provide a list of next steps to try, in order to attain better business outcomes.

Because of that, you can think of journey analytics as the engine behind an effective customer journey management approach.

Customer behavior: Bringing it all together

The three-part customer journey management framework is really a series of overlapping processes. Mapping informs orchestration and orchestration informs optimization, but the right analytics and data can inform all three.

So, in order to drive your desired business outcomes, you need to adopt the right tools. Customer experience management platforms, like the one offered by Qualtrics, can help you figure out what your customers are doing, saying, and thinking – and why.

That information, alongside a much deeper understanding of who your customers actually are, can help you build personalized customer experiences that allow people to effortlessly float from touchpoint to touchpoint in a way that feels tailored to them.

The Qualtrics CustomerXM™ Platform has been designed to turn customers into fans. It allows you to hear every customer’s voice, fix every broken experience, and increase customer loyalty and spend. Click here to learn more.

Related resources

Customer Journey

Customer Journey Stages 12 min read

Buyer's journey 16 min read, customer journey analytics 13 min read, how to create a customer journey map 22 min read, b2b customer journey 13 min read, customer interactions 11 min read, consumer decision journey 14 min read, request demo.

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