Customer experience (CX) map template

What is a customer experience map template?

Our customer experience map template is your go-to resource for understanding and optimizing your customers' experience with your product or service. It takes you through the six key steps involved in creating an effective customer experience map, allowing businesses to visualize the complete customer lifecycle.

By focusing on customer retention and engagement, this template helps you identify critical touchpoints, success milestones, and areas for improvement. When used correctly, it helps businesses unlock the potential for higher revenue growth through existing customers – rather than solely focusing on acquisition.

What’s inside the template?

This template includes everything you need to craft a detailed customer experience map, including:

• Cross-functional team guidance: Learn how to gather key stakeholders from across your organization to ensure buy-in and collaboration.
• Data collection techniques: Discover how to gather both quantitative and qualitative data from sources like customer surveys, market interviews, product usage stats, and more.
• Success milestones: Identify key moments in the customer journey—like when they start using your product or make a purchase decision—that can inform your strategy.
• Customer needs breakdown: Dive deep into your customers’ motivations, objections, and emotions to create a truly customer-centric map.
• KPI development: Establish new metrics to track customer engagement, satisfaction, and trust throughout their experience with your brand.
• Optimization opportunities: Use the insights gained from your map to identify gaps in the customer journey and continually optimize for better results​.

How to use the customer experience map template

How to use it

Start by assembling a cross-functional team to ensure you have insights from every part of your organization. Next, collect data from key sources like customer surveys and website analytics to understand how users interact with your product.

The third step is to break the journey into success milestones—those critical moments when customers experience key decision points. Use the template to identify customer needs, explore their motivations, and track new KPIs that capture trust and engagement.

Finally, pinpoint success gaps and experiment with strategies to improve and optimize the experience at each stage​.

Download your customer experience map template

This template is only available to Pro and Pro+ Members. But if you’re not already a member, don't worry! We still have tons of templates and frameworks available for free in our Insider plan.

Customer experience map

Customer experience map Improving retention and monetization of existing customers can be hugely beneficial for organizations and can have way more of an impact on increasing annual revenue than acquisition efforts. But, many leaders focus most of their efforts on the acquisition, despite the bi…

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