Free Customer Journey Map Templates [Download in PPT, Word, Excel, & PDF]

Customer journey maps are a must-have for brands that want to understand their audiences and track customer actions. They help you map out the entire user experience, making it easier to build customer relationships and reduce customer churn.

It doesn’t have to be something out of the ordinary.

A simple customer journey map template can easily outline a customer’s experiences and interactions with your brand. No need for anything over-the-top — just a clear, easy-to-follow design with diagrams, charts, and information. You can find plenty of journey maps online, but we’ve put together a specialized one just for you.

Delve AI’s Customer Journey Map template is available in PPT, PDF, Word, and Excel, making it super easy to download, edit, and share with your team. With all the stages clearly mapped out, this template helps you make smarter decisions about your product, marketing, and sales processes. It’s designed to keep the voice of the customer (VoC) at the center, so you can optimize every touchpoint and map out your customer journey with surety.

So, what are you waiting for? Click “Download Customer Journey Map Templates” now to get your free customizable customer journey map templates in PowerPoint (PPT), PDF, Word, and Excel formats.

Download Free Customer Journey Map Templates [PPT, Word, Excel, & PDF]

It’s easy to download Delve AI’s Customer Journey Maps. All you need to do is sign up for a free account or login if you’re already a user and select Free Tools from the menu in the sidebar. After you click on this, you’ll see an array of free templates – like buyer persona templates, employee persona templates, and finally (in the last tab) customer journey map templates.

As we’ve mentioned before, you can get the customer journey document in PPT, PDF, Word, and Excel formats. Down below, we’ve added a complete, pre-filled example of our customer journey template, representing a buyer wanting to purchase a persona generator software.

Now, let’s look at how you can use these templates to map your customer journey in the following section.

How to use Delve AI’s customer journey map template

Creating a great customer journey map with Delve AI’s CJM templates is a simple yet insightful process. We offer four format options — PPT, Word, Excel, and PDF — so choose the one that best suits your workflow and get going!

1. Set clear objectives for the map

Before diving into the mapping process, define your objectives. Having a clear goal ensures that your map remains focused and actionable. What insights do you hope to gain? For example:

• Are you looking to improve customer satisfaction?
• Do you want to optimize the conversion process?
• Are you identifying friction points in a particular stage of the journey?
• Do you need to refine customer retention strategies?

Before you start filling out the customer journey map template, it’s a good idea to create a customer persona. Why? Because it tells you who you’re building the map for. Our template includes a dedicated Persona section, where you can outline key details about your current customer, such as:

• Background: Their demographics, interests, and pain points.
• Scenario: The specific customer interactions or experiences you’re mapping.

2. Create personas and define their goals

Making a simple yet effective persona for your business isn’t difficult. Start by gathering basic customer data, both qualitative and quantitative through modes like:

• User surveys, customer feedback, and reviews
• Customer interviews
• Google Analytics
• Social media listening tools

Next, segment the data, create rough drafts, and refine your personas. If you need guidance, check out our blog post on how to create personas. You’ll likely end up with multiple personas, but only choose the one that best represents the audience you’re focusing on in this journey. You can add their name, age, and other details in the space we’ve provided.

3. Identify all possible customer touchpoints

Once your persona is ready, identify the various touchpoints they encounter. Touchpoints are customer interactions with your brand across different channels. Our Customer Journey Map Template categorizes these touchpoints into different stages:

1. Awareness – customers realize they have a need.
2. Education – seek information about your product or service.
3. Consideration – compare options and evaluate alternatives.
4. Decision – make a purchase decision.
5. Purchase – complete the transaction.
6. Adoption – start using the product or service.
7. Expansion – deepen their engagement, considering add-ons or upgrades.
8. Advocacy – become brand advocates, leaving reviews or referring others.

Each stage of the journey in the template includes key attributes that help you capture customer interactions:

• Goals: What is the customer trying to achieve at this stage?
• Touchpoints: Where do they interact with your brand (website, social media, email, etc.)?
• Challenges & Problems: What obstacles prevent them from moving forward?
• Needs: What do they need to progress to the next stage?
• Process: The actual steps they take (both online and offline).
• Experience: How do they feel at this stage? Happy, sad, excited?
• Experience Score: Rate their emotional experience (-1 for negative, 0 for neutral, 1 for positive).
• Content & Channels: What resources do they engage with, and through which platforms?
• KPIs: How do you measure customer success at each stage (e.g., bounce rate, conversion rate, engagement)?
• Ideas: Suggestions to improve customer experience at each stage.

If you're unsure how to fill in these sections, leverage customer interviews, analytics tools, competitor analysis, A/B testing results, and direct feedback to collect the necessary data.

4. Build the customer journey map and test it

Now that you have gathered the necessary information, fill in the Customer Journey Map Template with the touchpoint data. Ensure you document every important attribute or what might be the deal breaker for the customer when deciding what should be bought, downloaded, or ignored — you never know what insight could be critical later on.

Consider questions like:

• Are there pain points that need immediate attention?
• Which touchpoints have the biggest impact on decision-making?
• Are there opportunities to enhance the experience?

Once completed, don’t keep the map to yourself! Share it with key stakeholders across departments — marketing, sales, customer support, and product teams. The more people involved, the more effectively your business can optimize the customer experience. Since a journey map is a visual representation, map out the buying journey using empathy maps to better understand their emotions.

You can use our free tools to access and customize the template according to your business needs.

What Is Customer Journey Mapping? A Definition

Also known as a user journey map, customer journey mapping (CJM) is a way to visualize your customers' experience with your brand, from the moment they become aware of you to their post-purchase interactions. It lays out every customer touchpoint, the emotions they feel at each stage, the pain points they encounter, and the processes they go through.

Plus, it includes KPIs to measure success along the way.

The goal? To help your design, marketing, and sales teams truly understand and connect with your users or buyers. A great buyer journey map should be based on real research, be easy to understand at a glance, and feel relatable.

So, why does CJM matter?

With CJM maps, you can plot out every interaction a customer has with your brand. Once you see these points of action, it becomes easier to identify friction, fix problem areas, and increase customer lifetime value (CLV). Further, a well-developed user journey map helps teams across your organization align on how different audience segments experience your brand.

You can do a bunch of good things with CJM, like:

• Identify which channels drive engagement and conversions.
• Prioritize changes based on what matters to customers.
• Connect insights across marketing, sales, and customer support teams for a unified strategy.

At the end of the day, CJM helps you see your brand the way your customers do — so you can make their journey smoother, more enjoyable, and more rewarding for both them and your business.

What Is a Customer Journey Map?

A customer journey map outlines how customers interact with your brand across all touchpoints — whether it’s clicking on a LinkedIn ad, visiting your website, or making a purchase. A customer journey map template helps you visualize these interactions, making it easier to understand and improve the customer experience.

By plotting all user interactions in a structured format — such as a Word document, Excel sheet, PowerPoint presentation, or PDF — you can track how customers move through each stage of their journey.

We know that it’s critical to understand customer pain points, goals, challenges, motivations, and preferences for business success. A journey map allows you to identify these factors by listing the actions, processes, communication channels, and emotions customers experience while working toward their ultimate goal — purchasing your product or service. This understanding allows businesses to make more informed marketing, product development, and sales decisions.

Your business profitability hinges on customer retention and conversion rates. So, identifying and analyzing the trajectory of your customers’ actions (or mapping the buyer journey) can be a game-changer.

A journey map breaks down how people navigate different mediums and channels to connect with your brand. It organizes this journey into stages (as shown above), each with its touchpoints and steps. Typically, these maps are created for a specific target audience or persona and display a customer’s interactions and experiences with your brand.

A structured customer journey map should generally include:

• Touchpoints/Stages – Each stage of the journey consists of specific steps and interactions.
• Moments of Truth – Critical decision points that influence a customer’s perception of your brand.
• Pain Points/Challenges – Obstacles that hinder a smooth customer experience.
• Customer Needs and Emotions – Factors that drive customer behavior at different stages.
• Communication Channels – The mediums customers use to engage with your brand, such as social media, email, or customer support.
• Events in the Customer Lifecycle – The key interactions customers have with your brand, from discovery to purchase and beyond.

Each step of the customer journey gives you detailed insights into customer behavior of your actual target audience — and no one else. This map tells you the story of how customers move through different stages of their journey — for instance, how, when, and why they first visited your website, made a purchase, or downloaded an eBook.

Why is a customer journey map important?

A customer journey map empowers you to meet customer expectations by identifying user pain points, streamlining interactions, and boosting satisfaction and loyalty. Brands can use it to tailor marketing, product recommendations, and support based on customer behavior.

It also highlights the most effective channels and touchpoints, aiding your growth strategies. Most importantly, it ensures all teams — marketing, sales, customer service, and product — work together to create a seamless and consistent experience.

As mentioned earlier, buyer journeys consist of multiple stages, each with specific steps and touchpoints. A map captures both major and minor steps — many of which might seem insignificant but can make the difference between a great and poor brand experience.

It’s no surprise, then, that these journey maps can play a crucial role in personalization, a key differentiator in today’s competitive market. Research shows that:

• 71% of customers expect personalized interactions from brands, and 76% get frustrated when this expectation isn’t met ( McKinsey & Company).
• 80% of shoppers are more likely to buy from brands that offer personalized experiences.
• Businesses that personalize customer experiences can see revenue increases of up to 5-15% and a 10-30% increase in marketing spend efficiency.

A good customer journey map is more than just a visual guide, improving engagement, satisfaction, and business growth. It enables brands to identify and resolve barriers at every stage while creating highly personalized experiences — which is a big deal in this market.

Types of customer journey maps

Different types of customer journey maps serve different purposes, providing unique insights into various aspects of the customer experience. Some of the most common ones include:

1. Customer Experience Map: Focuses on the overall customer experience with your brand, evaluating factors such as consistency, convenience, and efficiency across all touchpoints.
2. Empathy Map: Captures how customers feel, think, say, and do when interacting with your brand or product, helping businesses understand their emotions and motivations.

1. Product Discovery Map: Details the earliest stages of a customer's journey, from initial exposure to your product or service to their first engagement.
2. Current State Customer Journey Map: Provides a real-time snapshot of how customers currently interact with your brand, identifying pain points, opportunities, and areas for improvement.
3. Future State Customer Journey Map: Predicts how customer interactions should evolve, helping businesses plan improvements, optimize experiences, and align with long-term goals.

Each of them plays an important role in refining marketing strategies and driving product development. The right one depends on your objectives — whether you're solving existing issues, understanding customer emotions, or planning for the future.

Three elements of a customer journey map

A great customer journey map combines multiple elements to provide a detailed view of how customers interact with your brand. The three key components are buyer personas, the marketing funnel, and the customer journey itself.

• Buyer personas.

Every customer journey starts with a buyer persona — a detailed, fictional archetype of your ideal customer. Personas help you visualize who your customers are, their goals, challenges, motivations, preferences, interests, personality traits, and shopping habits.

Why is this important? Well, a persona makes your map more relatable and actionable. It ensures that your business decisions are guided by real customer needs, not assumptions. For instance, it answers things like: why they need your product/service, what problems they face, and what drives their decisions.

• Marketing funnel.

A marketing funnel represents the journey from brand discovery to conversion. It’s a business-centric view of how leads are guided through different stages before making a purchase. Also, depending on the model you choose, it can have multiple stages.

There are multiple models out there, but the AIDA model is the most common one.

AIDA divides the funnel into four key stages: awareness, interest, desire, and action, wherein the customer learns about your brand, seeks more information and begins engaging, develops a preference for your product or service, and finally makes a purchase or takes the desired step.

• Customer journey.

While the marketing funnel takes a vertical path, the customer journey follows a linear flow.

Here’s how. The marketing funnel starts wide at the top with awareness and narrows down to conversion at the bottom. It’s all about how businesses guide potential customers through different stages, from first showing interest to finally making a purchase.

The customer journey, on the other hand, flows in a straight line — though not always a simple one. It tracks a customer’s experience from their first interaction with a brand to what happens after they buy. Along the way, they might loop back, take detours, or interact with the brand multiple times before deciding.

The funnel is about how businesses market to customers, while the journey focuses on what the customer experiences — which isn’t always as straightforward as moving from point A to point B.

So unlike a traditional four-stage model (awareness, interest, desire, and action), the buyer journey map expands on this by breaking it into detailed stages, helping you track interactions more accurately. Ultimately, you combine personas, marketing funnels, and journeys to create a decent map that truly captures a user’s real experience with your brand.

What Is a Customer Journey Map Template?

Mapping out complex customer journeys sounds great in theory — but in practice? Not so much. If you want to build an advanced customer journey map from scratch, you’ll need data from multiple sources, analytics tools, and mapping platforms. It’s time-consuming, expensive, and overwhelming.

That’s where customer journey map templates come in. These pre-built frameworks help you structure and visualize the different stages of a customer’s interaction with your brand — without starting from zero.

A good template typically includes:

• Key stages of the customer journey (awareness, consideration, purchase, retention, advocacy).
• Customer goals, pain points, and challenges at each stage.
• Touchpoints and communication channels (website, social media, email, customer support, etc.).
• Metrics and KPIs to track success.

Customer journey templates take the guesswork out of mapping customer experiences. They help you focus on what matters — improving engagement, retention, and conversions — without wasting time on unnecessary design and formatting.

Why should you use customer journey templates?

Simply put, these maps save time and effort while giving you a polished, professional-looking framework. The research is already done, so key attributes and important touchpoints are pre-identified. Plus, most templates are free, customizable, and easy to edit, making them a hassle-free way to refine your customer journey without starting from scratch.

They let you identify friction points in the customer experience, making it easier to fix issues before they become bigger problems. Beyond that, customer journey templates allow you to analyze different audience segments so you can tailor marketing messages, product recommendations, and customer support accordingly.

Consistency is another big win. No matter where customers interact with your brand— social media, email, website, or customer service — they get a good experience.

Delve AI’s Customer Journey Map Templates make it easy to visualize and analyze the customer experience without getting lost in the details. They help you spot inconsistencies, gaps in your marketing strategy, and product inefficiencies — all in a clear, easy-to-digest format. And as the saying goes, identifying the problem is already 90% of the way to solving it.

Once done, you can take measures to fix them, and create a more engaging and frictionless experience that keeps users coming back for more.

How to create customer journey map templates

It’s hard but not that hard – if you follow a structured approach. Before you start, define why you’re creating a customer journey template. What do you want to achieve? Meet with stakeholders to gather insights from different perspectives. The more input you have, the better it is.

Gather as much information as you can about your buyers, their browsing and shopping behavior.

You need to know who you’re creating the customer journey for – i.e. your personas. It will be hard if you don’t have any data on hand, but you can still create preliminary ones based on your experience and industry knowledge. Nothing is stopping you from creating a detailed persona if you have good data on hand.

We are talking about both qualitative and quantitative data. If this feels overwhelming, use AI persona generators like Persona by Delve AI to build detailed customer profiles.

Then, define touchpoints (the interactions a customer has with your brand across various channels) like:

• Website visits (landing pages, product pages, checkout).
• Social media interactions (ads, posts, messages).
• Emails and newsletters (promotions, onboarding sequences).
• Customer support (chatbots, phone calls, FAQs).
• Physical locations (stores, events, trade shows).

The number and type of touchpoints will vary depending on your business and industry. Like, an eCommerce store will have more digital touchpoints, while a brick-and-mortar business will have in-person interactions. Later, map out how customers interact with your brand, highlighting their needs and your areas for improvement.

Make it visual by adding:

• shapes, charts, and flow diagrams to organize stages
• icons and color coding to highlight pain points, emotions, and key moments
• annotations and notes to add important comments

Once done, you’ll have a structured, effective customer journey template on hand that can be applied to different scenarios and audiences.

Customer Journey Map Example from Delve AI

Delve AI is an AI persona generator designed to create detailed personas for your business, competitors, and social media audiences. Our platform pulls from your first and second-party data and enriches it with insights from 40+ public data sources, including reviews, ratings, surveys, community forums, news, and blogs.

We offer four persona products, all of which are automatically updated with new customer data.

Whether you’re in B2C or B2B, you can create personas that give insights into user demographics, lifestyles, goals, challenges, interests, hobbies, personalities, content preferences, communication styles, and more. If you’re using Website Persona by Delve AI, you’ll also get sample user journeys made for e-commerce, B2C, and B2B websites. Here’s an example.

For B2C sites, you can explore user journeys, while B2B sites feature organization journeys. You get to see when a user visits your website, what pages they check, what devices they use, and where they are from. You can leverage this info to map out the customer journey, identify decision-making stages, and eliminate bottlenecks that cause a negative brand experience.

Although customer journey map templates are a good starting point, you should move on to data-driven journeys, like those by Delve AI, since they reflect actual user behavior.