How to Create a Digital Customer Journey Map (+ Examples)

11 min read
Jan 9, 2024
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Understanding your customer is the key to survival in online adventures where you wrestle with clicks and scrolls. Enter the superhero cape of digital customer journey mapping, which swoops in to decipher the cryptic language of online behavior.

Digital customer journey and digital customer journey mapping definitions

The digital customer journey is a customer's entire process while interacting with a business or brand online. It includes stages like awareness, consideration, purchase, post-purchase engagement, and advocacy, encompassing various digital touchpoints.

Digital customer journey mapping, on the other hand, is a strategic process of visually representing and analyzing the digital customer journey. It involves creating a detailed map that outlines each step a customer takes, the touchpoints they encounter, and the emotions they experience during their online interactions.

In essence, the digital customer journey is the overall customer experience online. In contrast, digital customer journey mapping is a tool or process used to analyze and visualize that experience to better understand, optimize, and enhance the customer journey.

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Significance of digital customer journey mapping

Creating digital customer journey mapping

Digital customer journey mapping involves a strategic approach to understanding and improving the customer experience in the digital realm. The process includes several steps you should follow:

1. Define the scope: Clearly outline the scope of the customer journey mapping initiative. Specify the product or service, target audience, and the particular stages of the customer's interaction to be analyzed.

2. Identify customer touchpoints: Pinpoint the various touchpoints where customers interact with the brand digitally. This includes website visits, social media engagement, email communication, mobile app usage, and more.

3. Create customer personas: Develop detailed personas representing different segments of the target audience. Include demographics, preferences, behaviors, and pain points to humanize and understand the diverse needs of customers.

4. Map customer goals and objectives: Define the goals customers aim to achieve at each touchpoint. Whether it's making a purchase, seeking information, or resolving an issue, understanding these objectives is crucial for tailoring the journey map.

5. Understand pain points and friction: Identify obstacles and challenges customers may encounter during their journey. Recognizing pain points allows businesses to address issues, reduce friction, and enhance customer experience.

6. Evaluate cross-channel interactions: Analyze how customers transition between different digital channels. Understand the seamless flow of information and interactions across platforms, ensuring consistency and cohesiveness.

7. Gather data and insights: Utilize customer data, analytics, and feedback to inform the mapping process. Data-driven insights provide a factual basis for understanding customer behavior and preferences.

8. Collaborate across departments: Foster collaboration between marketing, sales, customer service, and IT departments. A cross-functional approach ensures a holistic view of the customer journey and facilitates the implementation of improvements.

9. Visualize the journey: Create a visual representation of the customer journey map. Use diagrams, charts, or other visualization tools to illustrate the various stages, touchpoints, and interactions.

10. Iterate and update: Recognize that the digital landscape is dynamic. Regularly review and update the customer journey map to reflect changes in customer behavior, technology, or business strategies.

By focusing on these fundamental aspects, you can lay the groundwork for a robust digital customer journey mapping strategy that enhances customer satisfaction, loyalty, and overall success in the online world.

Customer journey map example

Creating a customer journey map involves several components that can be customized based on your specific business and industry. Here's a basic template to get you started. 

Feel free to adapt and expand upon it according to your needs:

Customer journey map template

1. Map title:

2. Customer persona:

3. Stages of the journey:

4. Touchpoints:

5. Customer goals:

6. Pain points:

7. Emotional journey:

8. Channels and interactions:

9. Key metrics:

10. Opportunities for improvement:

11. Feedback integration:

12. Visual elements:

Remember, this is a basic template, and you can customize it further based on your business' unique characteristics and goals. Regularly update the map to reflect changes in customer behavior, technology trends, or business strategies.

digital customer journey map

Tools and technologies for creating a customer journey map

Here are the tools and software you need to create a customer journey map:

Visualization tools

Dedicated journey mapping tools like Smaply, UXPressia, or Canvanizer provide interactive platforms for creating, visualizing, and sharing digital customer journey maps. These tools offer features such as drag-and-drop functionality, collaboration capabilities, and the ability to create dynamic, real-time maps.

General-purpose diagramming tools like Microsoft Visio, Lucidchart, or can be adapted for journey mapping, providing flexibility in design and customization. These tools suit businesses looking for versatile solutions to create detailed and customized customer journey maps.

Storyboarding tools like Miro or Storyboard help visualize customer journeys in a sequential storyboard format, making it easier to illustrate the customer's experience step by step. This is particularly useful for storytelling and understanding the narrative flow of the customer journey.

CRM systems

Salesforce is a comprehensive CRM platform that allows businesses to manage customer interactions, track leads, and integrate customer data seamlessly. Integration with customer journey mapping enables a holistic view, combining sales and marketing data to enhance the overall understanding of the customer journey.

HubSpot CRM is a user-friendly solution that helps businesses organize and track customer interactions, making aligning marketing and sales efforts easier. Integrating HubSpot CRM with customer journey mapping provides a centralized hub for managing customer relationships and analyzing touchpoints.

Zoho CRM is a versatile platform offering automation, analytics, and customization features for managing customer relationships. Integration with customer journey mapping tools allows businesses to align sales processes with the digital customer journey for more effective customer engagement.

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Analytics and data integration

Google Analytics provides in-depth insights into website and app user behavior, helping businesses understand how customers interact with digital touchpoints. Integration with customer journey mapping enables a data-driven approach, combining analytics data with mapped customer interactions for a comprehensive view.

Mixpanel is an analytics platform focusing on user engagement, providing detailed insights into user actions and behaviors. Integration with customer journey mapping enhances the understanding of user behavior across digital channels, facilitating targeted improvements in the customer journey.

Platforms like Zapier facilitate seamless integration between different software applications, allowing businesses to automate workflows and share data. Integrating data sources with customer journey mapping ensures that the maps stay updated in real time, reflecting the latest customer interactions and trends.

By leveraging these tools and technologies, you can create, manage, and derive actionable insights from digital customer journey maps, ultimately leading to improved customer experiences and business success.

Best practices for digital customer journey mapping

Regular updates

Establish a regular review schedule for customer journey maps to ensure they stay aligned with evolving customer behaviors and business strategies. Regular updates help maintain the relevance and accuracy of the maps in the dynamic digital landscape.

Implement mechanisms for real-time data integration, allowing maps to reflect the latest customer interactions and feedback. Real-time updates provide a more accurate representation of the customer journey and enable timely strategy adjustments.

Cross-functional collaboration

Conduct regular workshops involving marketing, sales, customer service, and IT teams to contribute collaboratively to the customer journey mapping process.

Cross-functional collaboration ensures diverse perspectives are considered, leading to a more comprehensive understanding of the customer journey.

Establish shared goals and KPIs across departments to align efforts toward a unified customer experience. Shared metrics foster a collaborative environment and encourage teams to work together towards common objectives.

Data analytics for improvement

Leverage predictive analytics to anticipate customer behaviors and trends, allowing for proactive adjustments to the customer journey. Predictive analytics empowers companies to stay ahead of customer needs and preferences, enhancing the overall customer experience.

Implement KPIs to measure the success of the mapped customer journey and identify improvement areas. Data analytics provide actionable insights, enabling businesses to iterate on strategies and enhance the effectiveness of the customer journey.

Customer feedback integration

Collect customer feedback through various channels, including surveys, social media, and direct interactions, to better understand customer sentiments. Diverse feedback sources provide a comprehensive view, helping businesses identify improvement areas and validate the mapped customer journey.

Establish a feedback loop where insights from customer feedback directly inform updates and adjustments to the customer journey map. Integrating customer feedback into the mapping process ensures the journey accurately reflects real customer experiences and expectations.

By incorporating these best practices, businesses can create compelling digital customer journey maps and foster a culture of continuous improvement, adaptability, and customer-centricity in their operations.

Customer journey map case studies

Let's look closer into two examples of successful digital customer journey implementation – Amazon and Airbnb.


Amazon's customer journey mapping has been a cornerstone of its success. From personalized recommendations to seamless one-click purchasing, Amazon uses data-driven journey maps to enhance the customer experience. 

Amazon leverages advanced analytics to understand user behavior, tailors recommendations based on past interactions, and ensures a consistent experience across its website, mobile app, and other digital touchpoints.


Airbnb focuses on creating a seamless digital journey for both hosts and guests. Their customer journey map incorporates user-friendly interfaces, transparent communication, and a robust review system. Airbnb uses customer feedback to continually refine its platform, implementing features like instant booking and personalized search results to cater to user preferences and enhance overall satisfaction.

Lessons learned from Amazon and Airbnb

1. User-centric design

Both Amazon and Airbnb prioritize user-centric design in their customer journey mapping. Understanding and catering to user preferences, pain points, and goals contribute to a positive overall experience.

2. Data-driven decision-making

Successful implementations rely heavily on data analytics. Both companies leverage data to anticipate user needs, personalize interactions, and optimize the customer journey for improved engagement.

3. Continuous iteration and adaptation

Amazon and Airbnb continually iterate on their customer journey maps. A commitment to regular updates and adaptations is crucial for maintaining relevance and effectiveness.

4. Customer feedback integration

Both Amazon and Airbnb actively integrate customer feedback into their journey-mapping processes. This iterative approach allows them to address issues promptly, validate assumptions, and stay aligned with evolving customer expectations.

5. Agile implementation strategies

The success of these case studies lies in the agility of their implementation strategies. Quickly adapting to emerging trends, technologies, and user behaviors is critical for sustained success in the digital space.

6. Embracing technology trends

Both companies embrace emerging technologies. Amazon's use of machine learning for recommendations and Airbnb's adoption of virtual reality for property previews showcase a commitment to staying at the forefront of technology trends.

You can draw inspiration from these examples to enhance your mapping strategies and drive success in the digital realm.

Creating your digital customer journey map

With journey mapping, you can create highly personalized, adaptive, and technologically immersive customer experiences across various digital touchpoints. And you should start as soon as possible. 

Early adopters of digital customer journey mapping will gain a head start in refining their customer experiences and the ability to seamlessly iterate and adapt.

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