it’s not enough to just have great products or services. To really stand out you need to know your customers on a deeper level – their needs, their pain points and their experience with your brand.
That’s where customer journey mapping comes in.
Customer journey mapping is a powerful tool that helps you visualise the entire customer experience from initial contact to becoming a loyal advocate.
By creating a visual map of the customer journey you can gain insight into how customers interact with your brand, identify areas to improve and deliver amazing customer experiences.
But creating great customer journey maps is a tough and time consuming process. That’s where customer journey mapping tools come in.
These tools make the process easier to collaborate with your team, gather customer data and visualise the customer journey.
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Quick overview of the tools
1. UXPressia: A user-friendly tool known for its collaborative features and template library.
2. Smaply: A powerful tool with a strong focus on customer research and data-driven insights.
3. Custellence: A collaborative platform that simplifies the process of gathering customer feedback and insights.
4. Lucidchart: A versatile diagramming tool that can be used to create various types of visuals, including customer journey maps.
5. Glassbox: A comprehensive digital experience analytics platform that provides in-depth insights into user behavior and customer journeys.
6. Milkymap: A user-friendly tool that focuses on simplicity and ease of use for creating and sharing journey maps.
7. Microsoft Dynamics 365 Customer Insights: a potent platform for consumer data that gives companies a 360-degree perspective of their clients and allows them to customize their interactions.
8. Figma: A popular design tool that offers collaboration and prototyping features, making it useful for creating and sharing customer journey maps.
9. Mura: A flexible content management system that provides tools for creating and managing customer journey maps.
10. Miro: A collaborative online whiteboard platform that facilitates visual collaboration and brainstorming for customer journey mapping.
11. Whimsical: A visual collaboration tool that offers a variety of features for creating and sharing diagrams, flowcharts, and customer journey maps.
12. Optimal Workshop: A suite of user research tools that help businesses gather and analyze customer feedback, including journey mapping.
13. UXPin: A design and prototyping tool that offers collaboration features and a library of UI elements for creating journey maps.
14. Gliffy: A diagramming tool that enables users to create and share various types of visuals, including customer journey maps.
15.Visme: A versatile visual communication tool that allows users to create presentations, infographics, and customer journey maps.
Benefits of Customer Journey Mapping Tools
➠ Visualize the Customer’s Journey: Customer journey mapping tools create a clear and visual representation of how customers interact with your brand at different touchpoints, making it easier to understand their experience.
➠ Identify Pain Points: Journey maps highlight areas where customers encounter friction or frustration, enabling you to address these issues proactively.
➠ Uncover Opportunities: By analyzing the customer journey, you can identify opportunities to enhance the experience, improve customer satisfaction, and drive conversions.
➠ Foster Collaboration: Many tools facilitate collaboration, allowing teams to work together on creating and refining customer journey maps.
➠ Make Data-Driven Decisions: Some tools integrate with analytics platforms, providing quantitative data to support your customer journey mapping efforts.
Top Customer Journey Mapping Tools
1. UXPressia
UXPressia is a dedicated customer journey mapping tool that simplifies creating and sharing journey maps.
It offers an intuitive interface and a drag-and-drop editor, making it easy for teams to collaborate and build comprehensive journey maps.
Best features:
👉Intuitive drag-and-drop interface
👉Rich template library
👉 Collaboration features
Pros
- User-friendly and easy to learn
- Robust features for comprehensive journey mapping
- Real-time collaboration capabilities
Cons
- Can be pricey for smaller businesses or individuals
- Limited integrations compared to some other tools
Pricing:
- Free plan available
- Paid plans start at $16 per month
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2. Smaply
Smaply is a versatile customer journey mapping tool that allows you to visualize and analyze customer journeys across multiple channels.
It offers a variety of features, including personas, stakeholder maps, and customizable templates, to help you understand customer needs and motivations.
Smaply also integrates with popular tools like Slack and Trello, streamlining your workflow and fostering team collaboration.
Best Features
👉Versatile and customizable for various mapping needs
👉 Integrates with popular project management tools
👉User-friendly interface
Pros
- Adaptable to different mapping styles and methodologies
- Facilitates cross-team collaboration
- Offers a free plan for basic mapping needs
Cons
- Learning curve for advanced features
- Limited template options compared to other tools
Pricing:
- Free plan available
- Paid plans start at €99 per month
3. Custellence
Custellence is a powerful customer journey mapping and analytics tool focusing on visualizing and measuring the customer experience.
You can gather feedback from customers at different points in their journey with you. It helps you figure out what’s working well and what’s not, so you can make changes to keep your customers happy.
It even helps you track how customers feel about your brand over time, so you can see if you’re making progress.
Best features:
👉Focus on customer feedback and sentiment analysis
👉Real-time data visualizations
👉Integration with popular survey and feedback tools
Pros
- Helps identify customer pain points and areas for improvement
- Provides actionable insights through data visualizations
- Facilitates continuous improvement of the customer experience
Cons
- Can be complex for beginners
- Pricing can be a factor for smaller businesses
Pricing:
- Free plan available
- Paid plans start at €199 per month
4. Lucidchart
Lucidchart is a versatile diagramming tool that can be used for various purposes, including customer journey mapping.
Lucidchart is a versatile tool that’s great for making all sorts of diagrams and charts. It’s really handy for mapping out customer journeys tool.
Moreover, Lucidchart provides real-time collaboration tools so that groups can collaborate easily on mapping projects.
Best features:
👉Versatile diagramming tool adaptable to journey mapping
👉Drag-and-drop interface with extensive shape library
👉Real-time collaboration for team projects
Pros
- User-friendly and easy to learn
- Flexible for creating different types of diagrams and visualizations
- Facilitates team collaboration and communication
Cons
- May lack some advanced features specific to customer journey mapping
- Can be overwhelming for beginners due to its vast capabilities
Pricing:
- Free plan available
- Paid plans start at $9 per month
5. Glassbox
Glassbox is a digital experience analytics platform that offers customer journey mapping capabilities.
Glassbox is a powerful tool that helps you see the world through your customers’ eyes. It goes beyond traditional analytics by capturing every single interaction – every click, scroll, and hesitation – giving you a crystal-clear picture of the customer experience.
With Glassbox, you can uncover hidden friction points, understand why customers abandon their journeys, and make data-driven decisions to optimize your digital experiences.
Best features:
👉Captures and analyzes user interactions across web and mobile
👉Provides deep insights into customer behavior
👉Visualizes user flows and identifies friction points
Pros
- Helps understand customer behavior in detail
- Identifies areas for improvement and optimization
- Facilitates data-driven decision-making
Cons
- Can be complex and require technical expertise
- Pricing may be a factor for smaller businesses
Pricing:
- Custom pricing based on your needs
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6. Milkymap
Milkymap stands out as a user-friendly customer journey mapping tool, making it simple to picture and share the experiences your customers have.
It’s designed with an intuitive interface and a drag-and-drop editor, so teams can easily work together to create comprehensive journey maps. also provides features like customer personas and touchpoint analysis, giving you the tools to understand and enhance your customer’s journey.
If you’re looking for a straight forward way to visualize your customer experience, is worth considering.
Best features:
👉User-friendly and intuitive interface
👉Drag-and-drop editor for easy map creation
👉Customer personas and touchpoint analysis
Pros
- Simple and easy to learn, even for beginners
- Facilitates collaboration and communication
- Focuses on visualizing the customer experience
Cons
- May lack some advanced features found in other tools
- Limited integrations compared to some competitors
Pricing:
- Free trial available
- Paid plans start at €39 per month
7. Microsoft Dynamics 365 Customer Insights
Microsoft Dynamics 365 Customer Insights is a robust customer data platform that offers customer journey mapping capabilities.
With this deeper understanding, you can create personalized experiences that make customers feel valued and appreciated.
You’ll be able to tailor your marketing messages, product recommendations, and customer service interactions to fit each individual, boosting engagement and loyalty..
Best features:
👉Unifies customer data from various sources
👉Provides a 360-degree view of customers
👉AI-powered insights and journey mapping
Pros
- Integrates seamlessly with other Microsoft products
- Offers powerful analytics and reporting capabilities
- Enables personalization and targeted marketing
Cons
- Can be complex and require technical expertise
- Pricing can be a factor for smaller businesses
Pricing:
- Starts at $1,700 per tenant per month
8. Figma
Figma is a popular design and prototyping tool that can also be used for customer journey mapping.
While not a dedicated journey mapping tool, Figma’s adaptability allows you to create visually appealing and interactive maps that resonate with your team.
Best features:
👉Collaborative design and prototyping tool
👉Real-time editing and feedback
👉Extensive design capabilities for visual appeal
Pros
-
- User-friendly and intuitive interface
- Facilitates seamless collaboration and communication
- Comprehensive analytics and A/B testing tools
Cons
- May lack some advanced features specific to customer journey mapping
- Learning curve for beginners
Pricing:
- Free plan available
- Paid plans start at $15 per editor per month
Must Check: 12 Best A/B Testing Tools for Optimize CRO Effectively
9. Mura
Mura isn’t just another content management system; it’s a platform designed to help you create meaningful connections with your customers.
Lets you go beyond simply managing your website’s content. It empowers you to tailor the entire online experience to each individual visitor.
You can use customer data and insights to deliver the right content, offers, and recommendations at the right time.
This level of personalization helps you build stronger relationships with your customers, boost engagement, and drive conversions.
Best features:
👉Content management system with personalization capabilities
👉 Visualize and optimize the customer journey
👉Create personalized experiences for website visitors
Pros
- Integrates seamlessly with your website content
- Facilitates data-driven decision-making
Cons
- May require technical expertise for setup and configuration
- Pricing can be a factor for smaller businesses
Pricing:
- Custom pricing based on your needs
10. Miro
Miro is a collaborative online whiteboard platform that can also be used for customer journey mapping.
It offers a flexible and visual workspace where teams can brainstorm, ideate, and map out customer journeys.
With its sticky notes, shapes, and connectors, Miro provides a dynamic and interactive way to visualize the customer experience.
Best features:
👉Collaborative online whiteboard platform
👉Flexible and visual workspace for mapping
👉Sticky notes, shapes, and connectors for interactive mapping
Pros
- Facilitates real-time collaboration and brainstorming
- User-friendly and intuitive interface
- Offers a free plan for basic mapping needs
Cons
- May lack some advanced features found in dedicated journey mapping tools
- Can be overwhelming for beginners due to its vast capabilities
Pricing:
- Free plan available
- Paid plans start at $8 per member per month
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11. Whimsical
Whimsical is like a digital whiteboard where teams can come together to brainstorm and create all sorts of visual content. It’s a user-friendly space perfect for mapping out customer journeys, designing flowcharts, wireframing ideas, and so much more.
Is all about making collaboration easy and fun, so your team can communicate ideas clearly and bring projects to life.
Whether you’re a seasoned designer or just starting out, Is intuitive interface and drag-and-drop features make it a breeze to use.
Best features:
👉Collaborative visual workspace
👉Drag-and-drop functionality for easy mapping
👉Real-time collaboration for team projects
Pros
- User-friendly and intuitive interface
- Flexible for creating different types of visual communications
- Facilitates team collaboration and communication
Cons
- May lack some advanced features specific to customer journey mapping
- Can be overwhelming for beginners due to its vast capabilities
Pricing:
- Free plan available
- Paid plans start at $10 per month
12. Optimal Workshop
Optimal Workshop stands out as a collection of user research tools, offering a unique approach to customer journey mapping.
It empowers businesses to delve deep into the customer experience by collecting and analyzing qualitative data gleaned from customer interviews and research.
This emphasis on real customer insights enables you to build journey maps grounded in the actual experiences and emotions of your customers.
Best features:
👉Dedicated customer journey mapping tool (Reframer)
👉Collects and analyzes qualitative data from customer research
👉Focuses on customer emotions and motivations
Pros
- Helps gain deep insights into customer experiences
- Facilitates data-driven decision-making
- User-friendly interface with collaborative features
Cons
- Primarily focused on qualitative data analysis
- May lack some advanced features found in other tools
Pricing:
- Free trial available
- Paid plans start at $107 per month
13. UXPin
UXPin is a design and prototyping tool that can also be used for customer journey mapping.
It allows designers to create interactive prototypes that closely mimic the final product, enabling them to test and refine user flows early in the design process.
Focus on user experience and functionality makes it a popular choice for teams looking to bridge the gap between design and development.
Best features:
👉Design and prototyping tool with focus on user experience
👉Interactive prototyping for simulating customer journeys
👉Conditional logic, variables, and animations for dynamic maps
Pros
- Helps create engaging and interactive journey maps
- Facilitates user testing and feedback
- Integrates with other design and development tools
Cons
- Can be complex for beginners
- Pricing can be a factor for smaller businesses
Pricing:
- Free trial available
- Paid plans start at $19 per editor per month
14. Gliffy
Gliffy is a simple and intuitive diagramming tool that can be used for customer journey mapping.
For a straightforward way to create diagrams and flowcharts without a steep learning curve, Gliffy might be the tool for you.
This is designed with simplicity in mind, offering a user-friendly interface and drag-and-drop functionality that makes it easy for anyone to create visual representations of their ideas.
Best features:
👉 Simple and intuitive diagramming tool
👉Drag-and-drop interface with basic shapes and connectors
👉Affordable pricing
Pros
- Easy to learn and use, even for beginners
- Suitable for creating basic journey maps and diagrams
- Offers a free trial for testing the tool
Cons
- Lacks advanced features found in dedicated journey mapping tools
- Limited customization options compared to other tools
Pricing:
- Free trial available
- Paid plans start at $6 per month per user
15. Visme
Visme is an online visual communication tool that can be used for customer journey mapping and various other design purposes.
Whether you need to design presentations, infographics, social media graphics, or even customer journey maps, Visme has you covered.
With its drag-and-drop editor and extensive library of templates, graphics, and icons, you can easily create professional-looking visuals without any design experience. Plus, Visme’s collaboration features make it easy to work with your team on projects, no matter where you are.
Best features:
👉Online visual communication tool
👉Drag-and-drop editor and templates
👉Collaboration features for team projects
Pros
- User-friendly and easy to learn
- Offers a variety of design elements and templates
- Facilitates team collaboration and communication
Cons
- May lack some advanced features specific to customer journey mapping
- Can be overwhelming for beginners due to its vast capabilities
Pricing:
- Free plan available
- Paid plans start at $29 per month
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Features of Customer Journey Mapping Tools
➔ Personas: Many tools allow you to create customer personas, representing different customer segments, to help you tailor your journey maps and experiences.
➔ Touchpoint Analysis: Some tools offer touchpoint analysis, highlighting the specific interactions customers have with your brand throughout their journey.
➔ Customization: Most tools provide customization options, allowing you to tailor journey maps to your specific needs and brand identity.
➔ Collaboration: Many tools facilitate real-time collaboration, enabling teams to work together on mapping projects and share feedback.
➔ Data Integrations: Some tools integrate with analytics platforms or customer data sources, allowing you to combine qualitative and quantitative data for deeper insights.
➔ Templates: Several tools offer pre-built templates to help you get started quickly and streamline the mapping process.
Choosing the Right Customer Journey Mapping Tools
With the variety of customer journey mapping tools available, it’s essential to choose the one that aligns with your specific needs and budget.
Consider the following factors:
➥Your Specific Needs:
What type of customer journey maps do you want to create? Basic or detailed?
What features are essential for your mapping process? Personas, touchpoint analysis, collaboration?
Do you need advanced analytics or data integrations to support your mapping efforts?
➥ Ease of Use:
Opt for a tool with an intuitive interface and a user-friendly design.
A drag-and-drop editor and pre-built templates can significantly enhance usability.
➥ Collaboration:
If you’re working with a team, choose a tool that facilitates real-time collaboration and allows multiple users to contribute to the mapping process.
➥ Integrations:
Ensure the tool integrates with your existing analytics platforms or customer data sources if you need to combine qualitative and quantitative data.
➥ Pricing:
Compare pricing plans carefully and consider the value each tool offers. Choose a solution that fits your budget while providing the features and functionalities you need.
Some tools offer free plans with limitations, while others have tiered pricing based on usage and features.
➥ User Reviews and Customer Support:
Research and read reviews from other users to gain insights into their experience with the tool. Consider factors like ease of use, customer support, and overall value.
Opt for a provider that offers reliable customer support, including documentation, tutorials, and responsive assistance when needed.
Creating Effective Customer Journey Maps
Creating a customer journey map is more than just connecting the dots between touchpoints.
You need to understand your customers’ experiences, emotions and motivations at each stage of their interaction with your brand.
Follow these steps to create customer journey maps that give you valuable insights and drive real change to the customer experience.
Step 1: Define Your Goals
The foundation of any good customer journey mapping process is to set clear goals.
What do you want to achieve with your map?
Are you looking to increase customer engagement, identify pain points or find innovation opportunities?
Your objectives will guide your mapping so you capture the most relevant and useful insights.
For example if your focus is on customer retention you may want to look at touchpoints where customers churn or express dissatisfaction.
Step 2: Identify Your Customer Personas
Customer personas are fictional representations of your ideal customer, based on real customer data and research.
Creating detailed personas helps you understand the different segments within your target audience and map your journey accordingly.
Each persona should include demographic information, goals, motivations, pain points and preferred communication channels.
Step 3: Map the Customer Touchpoints
Customer touchpoints are all the interactions a customer has with your brand throughout their journey.
These can be online or offline, direct or indirect. You need to identify and map all the relevant touchpoints to get a full picture of the customer experience.
Touchpoints might include your website, social media channels, email communications, customer support interactions and in-store experiences.
Step 4: Gather Customer Data
Collect both qualitative and quantitative customer data through various methods such as surveys, interviews, feedback forms and analytics tools like Google Analytics.
Qualitative data helps you understand customer emotions and motivations, quantitative data helps you understand customer behaviour and preferences.
Step 5: Visualize the Journey
Use your chosen customer journey mapping tool to create a visual representation of the customer’s experience.
Include the touchpoints, customer actions, thoughts, emotions and pain points at each stage.
A good journey map should tell a story, from the customer’s perspective and their relationship with your brand.
Step 6: Collaborate and Iterate
Share your journey map with your team and get feedback from different departments. Collaboration is key to making sure your map is accurate, comprehensive and actionable.
Iterate on the map based on insights and new information that comes out of team discussions and customer feedback.
Step 7: Implement and Monitor
Your journey map shouldn’t be a static document. Use it to inform your marketing, sales and customer service strategies.
Look for opportunities to improve the customer experience, fix pain points and personalise interactions.
Measure and refine your map ongoing with customer feedback and data.
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Conclusion
Customer journey mapping tools are a must have for any business that wants to really get to know and connect with their customers.
By visualising the customer experience these tools help you find pain points, opportunities and create experiences that bring customers back for more.
Whether you’re a small business just starting out or a large enterprise looking to refine your customer experience strategy there’s a tool out there for you.
Remember the key is to choose a tool that fits your needs, budget and team’s workflow.Get the right tool and follow the trends. Boom! Customer centric culture, loyalty, growth and differentiation.
