Customer Journey

Map Template
Featured Resource:
Creating a Customer
Journey Map

Want to learn more? HubSpot

Academy offers a free lesson on
creating customer journey maps.

Completing this lesson will help you:

● Better understand your customers

● Improve the customer experience Get Started Free
 Thanks for downloading this
resource.
How to Use This Template:

Included in this resource are seven different customer journey maps, including:

● Buyer's Journey Template

● Current State Template
● Lead Nurturing Mapping Template
● Future State Template
● A Day in the Customer's Life Template
● Customer Churn Mapping Template
● Customer Support Blueprint Template

[Prompts in Brackets]: These are intended for you to erase and fill in with information for your specific
project, such as project name or a due date.

Once you’re ready to begin, delete the first three slides and start filling out your info below.
Remember, you can add/edit/delete any wording or sections you see fit for your projects.
 Customer Journey:
Awareness Stage Consideration Stage Decision Stage
Buyer’s Journey

What is the customer

[Your info here] [Your info here] [Your info here]
thinking or feeling?

What is the customer’s action? [Your info here] [Your info here] [Your info here]

What or where is the buyer

[Your info here] [Your info here] [Your info here]
researching?

How will we move the buyer along

[Your info here] [Your info here] [Your info here]
his or her journey with us in mind?
Customer Journey:
Step 1 Step 2 Step 3 Step 4 Step 5
Current State

What is the customer

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
thinking or feeling?

What is the
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
customer’s action?

What is the
customer’s touchpoint [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
with the business?

What do we want to
change about this [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
step?

How and/or why will

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
we make this change?
 Customer Journey: Deal Closed to Go-
Stranger Subscriber / Lead MQL Opportunity / Demo
Lead Nurturing Live/Handoff

What is the lead

thinking, feeling, or [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
doing?

Who from our

company is the lead
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
hearing from or talking
to?

What content from our

company is the lead [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
interacting with?

What can we do to
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
expedite this process?

What can we do to
make the lead more
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
comfortable in
decision making?
Customer Journey:
Step 1 Step 2 Step 3 Step 4 Step 5
Future State

What is the customer

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
thinking or feeling?

What is the
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
customer’s action?

What is the
customer’s touchpoint [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
with the business?

How does the above

section differ than the
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
current or previous
state?

Why do we feel this

will alter the customer [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
journey?
Customer Journey: A
Early Morning Late Morning Afternoon Evening Nighttime
Day in the Life

What is the customer

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
thinking or feeling?

What are the

customer’s actions or [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
main priorities?

What are the

customer’s biggest
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
pain points at this
time?

How does the

customer interact with
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
our product at this
time?

How can our product

be better utilized at [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
this time?
 Customer Journey: Popular Churn Popular Churn Popular Churn Popular Churn Popular Churn
Customer Churn Reason #1 Reason #2 Reason #3 Reason #4 Reason #5

What did the customer

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
experience?

What is the customer

feeling after this/these [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
incidents?

Why does this

ultimately cause the [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
customer to churn?

How can we improve

this experience to [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
reduce churn?
Customer Journey: Notices Issue or Has Asks for Help / Speaks with Support Resolves Conflict /
Normal Use
Service & Support Complaint Contacts Support or Rep Issue

What is the customer

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
feeling?

Why is the customer

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
feeling this way?

How do we
communicate with the [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
customer?

What action do we
take in the [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
background?