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 [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
lead 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 Reason Popular Churn Reason Popular Churn Reason Popular Churn Reason Popular Churn Reason
Customer Churn #1 #2 #3 #4 #5
What did the
[Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
customer experience?
What is the customer
feeling after [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
this/these 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?
