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5 Customer Journey Map Examples

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Customer journey maps. You know they’re important, but you also know the customer journey mapping process takes time. Wouldn’t it be great if the <a href="https://cms.podium.com/wp-content/uploads/2021/03/Customer-Journey-Ebook.pdf">template</a> for a perfect customer journey map existed that you could just plug into your business model? Read on for a few customer journey map examples that will help you create your own map and boost your bottom line!
<h2>What is a Customer Journey Map</h2>
Also known as a buyer journey map or user journey map, a <a href="https://www.podium.com/article/what-is-a-customer-journey-map/">customer journey map</a> is a visual representation of all the touchpoints your customers go through when engaging with your business.
Customer journey maps help you and your team visualize and conceptualize your customers’ journeys from the initial discovery of your products and services to deliberation to purchase and beyond. By making customer journey maps, you can get a clear picture of how each customer interacts with your business and how you can improve these touchpoints to increase customer satisfaction.
Creating customer journey maps is one of the surest ways to improve your customer experience and <a href="https://www.podium.com/guides/customer-retention-and-repeat-business/">customer retention</a>. The more you understand your customers, the better you can care for them and build relationships that have your customers returning again and again.
<h2><img loading="lazy" decoding="async" class="alignnone wp-image-25116 size-large" src="https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-1024x555.png" alt="marketing team making a journey map" width="640" height="347" srcset="https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-1024x555.png 1024w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-300x163.png 300w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-768x416.png 768w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-600x325.png 600w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-360x195.png 360w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-160x87.png 160w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-350x190.png 350w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-100x54.png 100w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map-633x343.png 633w, https://cms.podium.com/wp-content/uploads/2022/12/marketing-team-making-a-journey-map.png 1200w" sizes="(max-width: 640px) 100vw, 640px" /></h2>
<h2>What Does a Good Customer Journey Map Include?</h2>
A good customer journey map is based on relevant data that considers customer pain points and is tied to the goals of your business. It also expands beyond the initial purchase—it takes a look at the entire customer journey so you can see what is working and what can be improved. 
A customer journey map should include all potential customer touchpoints. Think: website, social media, physical ads, online ads, calls with the sales team, etc. Every map should include in-person and eCommerce customer journey touchpoints. 
An effective customer journey map will also include high levels of personalization to the people who purchase from you. Your customers are unique, and so are their journeys. Best practice is to create multiple personas within your customer journeys because the people who buy from you can vary a lot. 
Each customer’s journey will differ depending on various factors like age, gender, race, personality, past buying behavior, personal motivations, how they feel at each touchpoint, etc. Your customer journey maps should take these unique factors into account; a good customer journey map will outline a logical order depending on the particular persona it covers.
Another part of good customer journey mapping is integrating marketing and customer service efforts into the touchpoints included in the map. Your journey map should allow you to step out from your business’s perspective and into your customers’ perspective, seeing their entire experience of your brand and business through their eyes.
A good customer journey map also includes retargeting efforts. If a potential customer comes into your store, they can be retargeted on your newsletter or with text updates. Your journey maps should reflect this. If a potential customer interacts with your website, they can be retargeted by a social media ad later on. Your customer journey maps should think beyond a single interaction. 
Your customers’ feelings are super important for a good customer journey mapping exercise. You want your customer journey maps to tap into what a customer is thinking, feeling, and experiencing at all touchpoints. The more detailed you get, the better you can address their pain points.
Finally, a good customer journey map portrays how real customers interact with your business. Customers are highly likely to abandon a purchase if they encounter friction. (For example, if their preferred <a href="https://www.podium.com/text-payments/">payment method</a> isn’t available, or if they have to book an appointment in person instead of online.) Creating customer journey maps should include innovating ways to reduce friction from each customer’s journey.

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<h2>Examples of Good Customer Journey Maps</h2>
There are countless ways to successfully engage your customers and improve customer satisfaction. How you choose to create your customer journey map is highly dependent on your customer personas and communication styles within your business.
Even with the wide variety of options for how your customer journey map can look, including the types of information listed above will make a huge difference in building a clear, effective journey map for your team.
Coming up with a new customer journey map can feel daunting. Here are 5 customer journey map examples to get you inspired.
<img loading="lazy" decoding="async" class="alignnone wp-image-25110 size-full" src="https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps.jpeg" alt="US gov example" width="1000" height="800" srcset="https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps.jpeg 1000w, https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps-300x240.jpeg 300w, https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps-768x614.jpeg 768w, https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps-600x480.jpeg 600w, https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps-360x288.jpeg 360w, https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps-160x128.jpeg 160w, https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps-350x280.jpeg 350w, https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps-100x80.jpeg 100w, https://cms.podium.com/wp-content/uploads/2022/12/1000-x-800-USAgov-Personas-and-Journey-Maps-429x343.jpeg 429w" sizes="(max-width: 1000px) 100vw, 1000px" />
The first of our customer journey map examples was created by the <a href="https://digital.gov/2015/08/12/journey-mapping-the-customer-experience-a-usa-gov-case-study/">US government</a>. Based on a persona, Linda, this customer journey map includes various touch points throughout the customer journey, like accessing a government website, filling out forms, and receiving follow up by email. Crucially, it also depicts Linda’s feelings along her customer journey, allowing the team to visualize her pain points. Teams that are referencing this customer journey map can address those pain points by implementing solutions suggested at the bottom.
<img loading="lazy" decoding="async" class="alignnone wp-image-25111 size-full" src="https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM.png" alt="starbucks example " width="1268" height="996" srcset="https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM.png 1268w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-300x236.png 300w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-1024x804.png 1024w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-768x603.png 768w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-600x471.png 600w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-360x283.png 360w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-160x126.png 160w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-350x275.png 350w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-100x79.png 100w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.20.31-PM-437x343.png 437w" sizes="(max-width: 1268px) 100vw, 1268px" />
This customer journey map example of the <a href="https://cms.podium.com/wp-content/uploads/2021/03/Customer-Journey-Ebook.pdf">Starbucks</a> experience has a very clean look and offers a simple, yet effective visualization. It splits the customer experience into two types, making it easy for a team to identify what type of customer experience they should aim to create. This customer journey map includes pain points that contribute to lower levels of customer satisfaction and customer touch points throughout the buying process that contribute to a better customer experience. The visualization is simple, clear, and effective. 
<img loading="lazy" decoding="async" class="alignnone wp-image-25112 size-full" src="https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM.png" alt="lucid example" width="1318" height="956" srcset="https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM.png 1318w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-300x218.png 300w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-1024x743.png 1024w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-768x557.png 768w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-600x435.png 600w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-360x261.png 360w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-160x116.png 160w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-350x254.png 350w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-100x73.png 100w, https://cms.podium.com/wp-content/uploads/2022/12/Screen-Shot-2022-12-20-at-12.22.09-PM-473x343.png 473w" sizes="(max-width: 1318px) 100vw, 1318px" />
This customer journey map example from <a href="https://www.lucidchart.com/blog/how-to-build-customer-journey-maps">Lucid Chart</a> is based on the persona Sarah. Beyond covering the customer’s journey, it also outlines the specific scenario of the persona and feelings associated with the customer journey. This customer journey map includes possible customer expectations and sample statements or phrases that can help a team tap into the possible motivations behind customer behavior. 
<img loading="lazy" decoding="async" class="alignnone wp-image-25113 size-full" src="https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey.png" alt="lancome example" width="956" height="739" srcset="https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey.png 956w, https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey-300x232.png 300w, https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey-768x594.png 768w, https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey-600x464.png 600w, https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey-360x278.png 360w, https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey-160x124.png 160w, https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey-350x271.png 350w, https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey-100x77.png 100w, https://cms.podium.com/wp-content/uploads/2022/12/lancome-brand-exp-journey-444x343.png 444w" sizes="(max-width: 956px) 100vw, 956px" />
In this example, <a href="https://inmoment.com/blog/the-customer-journey-mapping-examples/">Lancome</a> illustrates many angles of the customer journey for their average customer. This customer journey map example highlights customer interactions with media and is useful for teams who need to identify opportunities where they can better reach potential customers. It also includes specific data to target and depict clear, relevant information.
<img loading="lazy" decoding="async" class="alignnone wp-image-25114 size-full" src="https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1.jpg" alt="rail europe example" width="1024" height="768" srcset="https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1.jpg 1024w, https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1-300x225.jpg 300w, https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1-768x576.jpg 768w, https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1-600x450.jpg 600w, https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1-360x270.jpg 360w, https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1-160x120.jpg 160w, https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1-350x263.jpg 350w, https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1-100x75.jpg 100w, https://cms.podium.com/wp-content/uploads/2022/12/RailEurope_AdaptivePath_CXMap_FINAL1024_1-457x343.jpg 457w" sizes="(max-width: 1024px) 100vw, 1024px" />
The <a href="http://www.uxforthemasses.com/wp-content/uploads/2017/01/RailEurope_AdaptivePath_CXMap_FINAL.pdf">Rail Europe</a> customer journey map is a stellar example of a good journey map. It outlines the entire customer journey, including all steps of the buying process. This customer journey map example includes what the customer thinks, feels, does, and experiences throughout the journey, painting a complete picture. It also includes aims for how Rail Europe can better address customer pain points to create a more seamless experience.
<h2>Start Mapping Your Customer Journey</h2>
If you want to take your customers’ experiences from good to excellent, journey mapping is a must. Making sure that your business is meeting customers where they are and catering to their preferences requires understanding their thoughts, feelings, and needs. 
Creating a customer journey map helps you and your team identify opportunities for innovation and improvement. Using the right tools to create better customer experiences at all touchpoints will make a huge difference in your bottom line. 
Get started with <a href="https://www.podium.com/free-trial/">Podium</a> today to delight your customers at every stage of their user journey.

5 Customer Journey Map Examples

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