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Customer Journey Map Template
Map every touchpoint a customer has with your business — awareness to advocacy — and find the friction killing conversion.
What's inside
- 5-stage journey map template
- Touchpoint inventory worksheet
- Emotion curve overlay
- Friction-spotting checklist
- Owner assignment per stage
- Quick-win prioritization grid
- Quarterly journey audit calendar
How to use it
- 1Pick one persona and one journey (e.g., 'first-time buyer'). Don't try to map everything.
- 2Walk through it as the customer — actually buy your own product, sign up for your own newsletter. Note every friction point.
- 3Score each touchpoint on a 1–5 emotion scale. Drops below 3 are where you lose customers.
Why this template works
Most businesses optimize touchpoints in isolation — a better landing page, a cleaner checkout. Journey maps reveal that the real problem is often the gap BETWEEN touchpoints (waiting for an email, no onboarding after purchase). Fix the gaps, not just the screens.
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