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 his

[Your info here] [Your info here] [Your info here]
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 customer’s

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
action?

What is the customer’s

touchpoint with the [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
business?

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

How and/or why will we

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
make this change?
Customer Journey: Lead Deal Closed to Go-
Stranger Subscriber / Lead MQL Opportunity / Demo
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 hearing from [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
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 customer’s

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
action?

What is the customer’s

touchpoint with the [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
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 main [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
priorities?

What are the customer’s

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

How does the customer

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

How can our product be

better utilized at this [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
time?
 Customer Journey: Popular Churn Reason Popular Churn Reason Popular Churn Reason Popular Churn Reason Popular Churn Reason
Customer Churn #1 #2 #3 #4 #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 customer to [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
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 / Contacts Speaks with Support or
Normal Use Resolves Conflict / Issue
Service & Support Complaint Support Rep

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

[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
in the background?