FreeNo sign-upYour map stays on your computer
Customer Journey Map Tool
Map one kind of customer stage by stage, place what customers told you where it happens, and find the moments where the experience breaks, with a fix for each.
This tool also runs as a stage in a playbook, which takes you through several tools in order:
- Reduce customer churn Stage 4 of 5: where the experience breaks Start at stage 1
Not following the playbook?
One kind of customer per map.
The stages they go through
Pick a starting set, then edit it. Four to eight stages work best.
Your map never leaves your browser
Stage names, notes and fixes stay on your computer and in your progress file. To write the diagnosis, only the scores and counts for each stage are sent to our server. How it works
Fill in the map
1. Customer evidence: where each need goes unmet
2. Fill in each stage
Score how customers feel at each stage, from what they told you rather than what the team believes. Write fixes one per line. For each fix, say where it needs to happen: often earlier than where it hurts, especially at a low point.
Fills empty cells only: touchpoints and actions from the stage names, emotion from the customer evidence, a starting fix for each need placed.
The journey map
Emotion runs from 1 (very unhappy) to 5 (very happy). The outlined stages are the low points; customer evidence counts what people said in the conversations.
Fixes to take into stage 5
Save your progress
Download your progress file to continue from this point any time, on any computer: choose it under "Coming back?" at the start of the tool. Each new file includes everything so far, including the earlier stages when they are connected, so keep the latest one. Your map stays in this browser only until you close it.
Not saved yet.
Take your results with you
A PDF of the map, printed across the page, with the low points, the diagnosis and the fixes. Ready to put on the wall or share with your team.
About the tool
Why it exists
Knowing what goes wrong isn't the same as knowing where
Customer conversations tell you what goes wrong: a surprise on the bill, a missed appointment, a slow reply. A customer journey map shows where it happens. It follows one kind of customer through their experience, stage by stage, in five layers: the stages, the touchpoints where they meet the company, what they do, how they feel, and what could be done better.
This tool keeps the map honest by placing what customers actually said onto it, so the low points come from their words rather than the team's beliefs. It works on its own, and as stage 4 of our customer churn playbook, where it starts from the needs found in the customer conversations. For the method, see our guide to customer journey mapping.
The method
How the tool works
Stages. Start from a ready set matched to where your customers leave, or to your kind of business, and change it to fit. Four to eight stages work best.
Customer evidence. Each need from the conversations is placed on the stage where it goes unmet. The tool counts the mentions behind each stage and suggests a score from them: a stage a third or more of the conversations complained about suggests 1. It flags a stage the team scored low that no customer mentioned, and a stage scored happy that several customers complained about.
Low points. The lowest-scored stages, when that score is 1 or 2, are the low points: where customers feel worst and where most decide to leave. Other stages scored 2 are weak spots.
Where the fix belongs. A problem often shows up later than it starts: a surprise on the first bill is created when the price is quoted. For each fix, you say where it needs to happen, and the tool calls it out when that is earlier than where it hurts, above all at a low point.
What leaves your computer. Stage names, notes and fixes stay in your browser and your progress file. To write the diagnosis, the page sends our server only each stage's score, its count of customer mentions and how many fixes it has, and the server keeps nothing.