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WorkshopCustomer successStrategy & planning

Customer journey map

75 minutes 8 blocksFree Free template

Map one customer's journey stage by stage: touchpoints, feelings and pain points from the whole team, the worst pains dot-voted and owned.

Use this template See inside

Free to use and to run live. No card needed.

Share
Aware
How they first hear of us
Consider
How they compare and decide
Buy
Signing up or purchasing
Use
Onboarding and everyday use
Stay or leave
Renewal, referral or churn

In short

A customer journey map shows the steps a customer goes through with a company, from first hearing about it to staying or leaving, with what they do, feel and struggle with at each stage. This template maps one persona across five stages on a live board and runs a 75-minute workshop that ends with owners for the worst pain points.
Time
75 minutes
People
3 to 20
Board
5 stages, 3 dots each
Plan
Free

Updated October 4, 2026

What's inside

The agenda

By the end of this meeting, we've mapped one customer's journey end to end and the three worst pain points have owners and a measure.

75 min · 8 blocks, drawn to scale Fits exactly
  1. How would a customer describe us today?, 3 minutes 3
  2. The persona, the scenario and our evidence, 7 minutes 7
  3. Touchpoints, feelings and pain points by stage, 20 minutesBrainstorm 20
  4. Walk the journey as the customer, 10 minutes 10
  5. Dot-vote the worst pain points, 6 minutes 6
  6. Opportunities for the top three, 15 minutesDiscuss 15
  7. Owners and what we'll measure, 10 minutes 10
  8. Read back owners and measures, 4 minutes 4
019385675 min
  1. +0′How would a customer describe us today?One word a customer might use about us today3 minCheck-in
  2. +3′The persona, the scenario and our evidenceTip: One persona and one scenario: 'an office manager buying for a 20-person team'. Bring real evidence: support tickets, interviews, reviews, analytics.7 minInfo
  3. +10′Touchpoints, feelings and pain points by stageTip: Ten minutes on touchpoints (what they do, where). Ten on feelings and pain points. 'Pain:' at the start of a note makes pain points easy to spot.20 minBrainstorm
  4. +30′Walk the journey as the customerTip: Read it left to right in the first person: 'A colleague mentions it, so I search...'. Call out where the mood rises and drops.10 minDiscuss
  5. +40′Dot-vote the worst pain pointsTip: Three dots each. Moments where customers drop out or call support usually win.6 minDiscuss
  6. +46′Opportunities for the top threeTip: For each pain: what would make this moment better, and what evidence says it's real?15 minDiscuss
  7. +61′Owners and what we'll measure10 minDecide
  8. +71′Read back owners and measures4 minWrap-up

How to run it

  1. 1Pick one persona and one scenario, and bring real evidence: tickets, interviews and reviews.
  2. 2Collect touchpoints, feelings and pain points stage by stage from phones.
  3. 3Walk the journey aloud as the customer, then dot-vote the worst pain points.
  4. 4Leave with owners and a measure for the top three. Repeat for other personas rather than mixing them on one map.

Questions people ask

What is a customer journey map?
A visual of the stages a customer goes through with your organization, showing touchpoints, actions, emotions and pain points at each stage, so teams can see the experience from the outside.
What are the stages of a customer journey?
A common set is awareness, consideration, purchase, use (including onboarding) and loyalty or churn. Rename them to fit how your customers actually buy.
What's the difference between a user journey map and a customer journey map?
A user journey map usually zooms into one task inside a product, such as signing up. A customer journey map covers the whole relationship, from first contact to renewal.

Run it with your group

Free
  • Ideas land on the board from every phone, then dot-vote
  • A timer for every block on the shared screen
  • Results, decisions and actions in the summary
Use this template

Free to use and to run live. No card needed.

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