Creating a customer journey map is vital for any business to optimize its sales and marketing processes.

According to Salesforce, “among high-performing teams, 88% say a customer journey strategy is critical to the success of their overall marketing.”

An effective customer journey map will include all of the customer touchpoints a shopper interacts with on the way to making a purchase.

If you’re looking to create this document from scratch or looking for ways to improve your map, below are some customer journey map examples from highly successful companies.

Customer Journey Map Examples

When customer journey mapping, think deeply about your business and its customers. Let’s dive into some customer journey mapping and walk through what makes a customer experience map valuable.

Consumer SaaS Customer Journey Map Examples

The customer journey map is essential to B2C companies in the SaaS space. It can be expensive to acquire a new customer and each month that you’re able to keep a subscription active deepens your ROI and ROAS.

Understanding customer pain points and customer needs are vital for maximizing value throughout the customer lifecycle - and a map will help identify these areas.

1. Spotify

Spotify is one of the world’s most popular audio streaming services. When Spotify wanted to improve the music-sharing experience for its customers, it hired a marketing firm to create a customer journey map. The goal of this customer journey map was to determine where music sharing features the best fit into the customer experience.

Spotify Customer Journey Map

In this map, we see the user experience mapped out from the moment the user opponents Spotify on a mobile device, all the way through to whether he or she likes a song that a friend has shared.

Throughout each stage, the brand lists what a customer is engaging with, doing, thinking, and feeling. The agency used data research and customer surveys to understand better how users felt at each point in the customer journey to collect this information.

Based on the customer journey map, Spotify was able to identify pain points for users and address those pain points so that the music sharing experience is smooth and seamless, encouraging more users to share music -- and to do it more often. \

This journey map is excellent because it identifies key areas of customer engagement, takes into account customer behavior, and has the goal of making the customer experience as enjoyable as possible.

2. TurboTax

Turbo Tax is a leading online software package for preparing taxes. When the TurboTax team was ready to launch a new product called Personal Pro, they created a customer journey map to understand better the overall experience a customer would go through with this new product.

The team used a mix of data research, customer surveys, and key conversations with tax professionals to understand how the product fits into the lives of those using it.

TurboTax Customer Journey Map

TurboTax’s customer journey analytics exercise starts when someone enters the website and is in the consideration phase through to the completion of the tax filing.

This customer journey map is great because it allows the team to see pain points that people experience and, therefore, address these pain points to make the experience smoother and more satisfactory.

Ecommerce Customer Journey Map Examples

The Ecommerce space is highly competitive in almost every niche these days. To maximize profit margins while keeping pricing competitive, it’s important to convert as many shoppers who hit your site as possible.

In addition to converting first-time customers at high rates, it’s important to have up-sell and cross-sell touchpoints in your customer journey. This increases the lifetime value of your customers and drives up the ROI against your acquisition costs.

Customer journey mapping is a vital exercise that can help E-commerce businesses skyrocket conversion rates from all online shoppers.

1. Columbia Road

Columbia Road, an e-commerce agency, created this customer journey example for a fictitious online grocery shop. Here the agency demonstrates the core activities, goals, touchpoints, and experiences that a customer will go through during the decision-making process to place an order.

Columbia Road Customer Journey Map

In this customer journey mapping exercise, the Columbia Road team went one step further than others by also including Key Performance Indicators (KPIs) and which department is responsible for ensuring a customer has the best experience possible at each stage within the user journey.

Including KPIs is important because it lets you know if your customer journey map is effective or if it needs to be adjusted to better serve your shoppers.

2. Amazon

Amazon is one of the largest E-commerce shops in the world, with its own technology and custom systems in place for moving a customer through the sales journey. Its customer journey map is one of the most complex around and would take most people days to read through and understand.

Amazon Customer Journey Map

The good news is that the map can be broken down into several more digestible parts for analysis.

Amazon Conversion Funnel

Here we can see Amazon’s customer conversion funnel and how the customer journey is enabled by its own products that push users through the sales funnel to maximize customer engagement.

Most interesting here is how Amazon includes its success metrics for each stage of the customer journey. These are the same success metrics that just about every E-commerce shop should be monitoring: impressions, reach, CTR, adds to list, add to cart, purchase assists, conversion rate, ROAS, reviews, subscriptions, and repeat purchase rates.

When conducting your customer journey mapping exercise, be sure to include these key metrics to monitor your success.

3. A More Common Scenario

If looking at the Amazon customer journey map feels overwhelming to you know that you’re not alone. Most E-commerce businesses will have a much less complicated customer journey to map out.

Here is a customer journey map template for the checkout process for online shops.

Customer Journey Map Example

In this example, you see the most important stages of the checkout process, including the technology involved, common customer frustrations, and space to include solutions to make the process smoother.

For example, if a customer finds creating an account to be a barrier to checkout in the very first step - then offering a guest checkout option would be one solution for improving the customer experience.

Start your E-commerce customer journey mapping exercise using the above customer journey mapping template as an outline and then customize it for your own needs.

B2B Customer Journey Map Examples (SaaS)

In the B2B customer journey, the sales cycle can vary significantly based on price point and the buy-in from stakeholders needed to make a business purchase.

1. Excel

When it comes to a B2B SaaS purchase for something reasonably inexpensive like Hootsuite’s social media management platform or the MailChimp email marketing platform, most of the customer journey will happen digitally with minimal to no involvement from a sales representative.

In this case, a customer journey map might be made using a simple Excel spreadsheet.

B2B Customer Journey Map using Excel

Because there are few high barriers to conversion, the customer sales journey can happen quickly and easily as long as the right digital touchpoints are in place.

The example above shows that touchpoints can all be online assets from social media for awareness, to blog posts for research, to case studies or webinars for consideration. Finally, there might be a personal touchpoint in the very end if someone has a question right before or after purchasing.

If your customers go from Awareness to Purchase (or even Free Trial purchase) quickly, a simple map might work for you.

2. HubSpot

If a B2B SaaS company has a longer sales cycle with a more highly considered product or service, the customer journey map should be more complex and done differently.

Below is an example from HubSpot. The first part of their customer journey map includes the various stages of the journey:

HubSpot Customer Journey Map Template

Then, because this is an example of a journey with a longer sales cycle, it also breaks down the stages into substages to dig further into the mindset of the customer.

HubSpot Customer Journey Substages

Under the Awareness Stage would be the Stranger. Under the Consideration Stage would be the Subscriber/Lead and MQL (Marketing Qualified Lead), and under the Decision Stage would be the Opportunity and the Deal Closed/Handoff.

As a customer moves from, say, Subscriber to MQL in the Consideration Stage, he or she will experience different emotions and require different touchpoints to move through the sales funnel.

For example, a blog subscriber or newsletter subscriber might not even be able to afford your product or service, so it wouldn’t make sense to assign him or her a sales rep and waste that rep’s time.

However, once a subscriber becomes an MQL, and you know he or she fits your customer profile you can start treating this person as a real potential customer by dedicating more time and resources.

This also makes for a more relevant experience from your customer’s perspective. No one likes to be hassled to buy a product he or she cannot afford.

In the overall customer journey, the subscriber and the MQL are both still in the Consideration Stage but they should be treated in a different way which is why it’s important to break the journey out into smaller stages if you have a longer sales cycle.

What Makes a Good Customer Journey Map

Above we walked through several interesting customer journey map examples and discussed the pros and cons. Now, as you get ready to create your own map, let’s talk about key elements to keep in mind.

1. It Should Be Based on a Market Research Plus Real Customer Data

According to a study from Ascend2 in partnership with Ansira, enterprise marketers are using customer feedback surveys (53%) and customer journey marketing research (47%) to build maps.

Customer Journey Market Research

This is a great combination because it includes work based on theory as well as the real-world experiences of shoppers.

Why is this combination key?

Customers don’t always know what they want or what they would prefer if they have never experienced a new product or feature before.

It’s up to the business to continuously innovate and present ideas to shoppers. These new products and features should be workshopped based on a customer persona and user research.

Then, once the product or new feature is created, to make it as beneficial to the user as possible, feedback should be collected so improvements can be made.

Because a customer journey map needs to take into account the thoughts and actions of users, compiling a document that includes a combination of market research and customer feedback surveys is the best way to get the data you need to make an effective journey map for your ideal buyer persona.

2. It Expands Beyond Your Marketing Funnel

A common pitfall companies make when customer journey mapping is to make a storyboard of the marketing funnel or marketing plan.

The marketing funnel is a good basis for creating a skeleton of the marketing portion of your experience map, but the user journey map should go well beyond marketing.

What does this mean?

The marketing funnel can be broken down into customer journey stages, just like your customer’s journey. It starts with awareness with your target audience and ends with a purchase from your ideal customer persona in the most basic sense (we often like to take this beyond purchase to loyalty and repeat purchase).

Marketing Funnel

This means in the awareness stage of your marketing funnel you may talk about social media, google ads, and other forms of awareness building.

Then in the interest section, you may discuss email marketing, webinars, and other forms of content that increase interest, and in the consideration phase, you may talk about the UX design of your website, sales demonstrations, and so on.

A good marketing funnel will detail out basic activities that should be carried out at each stage of the funnel for your user persona.

The customer journey map goes well beyond these basic activities and also lists out what a customer is thinking, feeling, and doing at each stage of the marketing funnel.

Think of it as a marketing funnel on steroids! It’s a much stronger and more powerful document than just your basic marketing funnel or marketing plan.

Additionally, any customer experience mapping needs to go beyond the marketing funnel. It should include the entire user experience with the product or service, each step in the sales cycle, and the touchpoints a person may routinely have with customer service.

3. It Includes KPIs

A good customer journey map will include the various stages of the sales and marketing cycle as well as the thoughts, feelings, and actions of the user at each stage. A great customer journey map will include KPIs for each stage.

Including KPIs is important so that the map can be evaluated by each customer touch point and adjusted when necessary.

A customer journey map isn’t a document that is set in stone. It should be updated when new information is learned about customer behavior, customer needs, and customer satisfaction. It should also be evaluated and adjusted if overall sales and marketing goals are not being met.

Because the world is always evolving, so is the entire customer journey.

Get Started Creating Your Customer Journey Map

There is no better time to start laying the foundation for your customer journey mapping process than today.

By creating a visual representation of the buying process, you’ll gain valuable insight into the reasons why customers do and don’t buy from you.

Once you’ve identified customer pain points you can make improvements at the necessary customer journey touchpoints to optimize your business for sales success.

Remember, the whole goal is to put yourself in your customer’s shoes to create the best possible shopping experience for customer retention!