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Customer Journey Map

Map one customer type in one situation, following the order of their actions. Describe what the customer does and where they struggle. Label inferred feelings as assumptions and check them through research. This sheet records the journey in a table.

Customer Journey Map

Target customer: —
Time frame / situation: —
Prepared on: —
Experience being mapped: —

Customer outcome and improvement priorities

Customer's intended outcome: —
Priority area for improvement: —

The customer experience

Stage	Customer action	Touchpoint	Thoughts and feelings	Obstacles / concerns	Improvement idea	Metric to monitor
—	—	—	—	—	—	—

Source / reference