Customer journey template

What is a customer journey template?

A customer journey template is a structured planning tool that helps you map how a customer moves through each stage of their relationship with your business — from first discovering your brand to becoming a loyal advocate.

This template follows a consumer-focused marketing model, designed to illustrate the theoretical journey toward purchase and the post-purchase relationship that follows.

It helps you plan your customer touchpoints more intentionally, so every interaction aligns with customer needs at that specific stage

What’s inside the template?

This template is laid out as a clear table that guides you through each stage of the buyer’s journey. For every stage, you’ll capture:

• Your customer’s mindset and behavior (what they’re doing and why)
• Touchpoints (where they interact with your brand)
• Considerations & pain points (what might block progress or create frustration)
• What you will do to improve the experience (the actions you’ll take to remove friction and increase satisfaction)Customer journey template

How to use the template

1. Start with one customer segment
   Choose a specific persona or audience group and map their journey first (this template works best alongside buyer personas).
2. Work through each stage of the journey
   Complete the table stage-by-stage: Awareness → Interest → Consideration → Purchase → Retention → Advocacy.
3. List your real customer touchpoints
   Add the channels and moments that currently exist (website, email, calls, onboarding support, training, etc.).
4. Capture friction and pain points
   Identify where customers get stuck, lose confidence, or experience delays—these become your improvement priorities.
5. Define specific improvements
   For each stage, document what you will change or introduce to improve the experience (e.g., better onboarding support, stronger content, clearer pricing info).
6. Use the output as a shared roadmap
   Share the completed journey map across teams to align priorities, reduce gaps, and deliver a more consistent end-to-end customer experience.

Download your customer journey template

Customer journey template

Customer journey template This template follows a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service, as well as post-purchase relationship management. Use it along with your buyer personas to plan how your touchpoints with…

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