Template

Customer journey mapping workshop template

Map every step a customer goes through — from first hearing about you to renewing or leaving — with what they do, feel and need at each one, and find the worst moments to fix first.

120 minutesFor People from product, marketing, sales and support, and ideally a customer or twoAgenda room

Change the agenda first

The agenda, with a time for each part

Which customer, which journey10 min
- Whose journey are we mapping, from where to where?
The stages15 min
- What are the big stages, in the customer's words?
What they do and feel at each stage40 min
- What are they trying to do here?
- Where do they get stuck or annoyed?
Where we touch them20 min
- Which emails, screens, calls and people do they meet at each stage?
The worst moments20 min
- Which three moments cost us the most customers or goodwill?
Owners15 min
- Who fixes each of the three, and when do we check?

How the notes read afterwards

A made-up example, so you can see the shape. In a real call each line carries the words that were said and who said them.

Customer. A small accounting firm, from free trial to first renewal.

Stages. Hears about us → tries it → sets up clients → first busy season → renews.

Worst moment. Setting up clients: importing from their old software fails for one in three.

Owner. Import tool rebuilt by February (Kofi); support calls every new firm in week one meanwhile (Ines).

Running it well

Bring evidence: support tickets, survey comments, recordings of calls. A map made from memory shows how the company thinks, not how the customer feels.
Map one type of customer at a time. A map that covers everybody shows nobody's real journey.
Mark the handovers between teams. Customers usually get lost where one department stops and another starts.

Ways to change it

Half dayAdd interviews with three customers in the morning and map in the afternoon.

RemoteUse a shared board with one column per stage and rows for doing, feeling, needing and touchpoints.

When to skip it. If nobody can bring real customer evidence, gather it first; a map of guesses is worse than none.

Questions

What is a customer journey map?

A picture of the steps a customer goes through with a company, showing what they do, think and feel at each step and where the company meets them.

What are the stages of a customer journey?

Commonly: becoming aware, considering, buying, getting started, using and renewing or leaving — but the best maps use the customer's own stages.

Who should be in a journey mapping workshop?

People from every team the customer meets — marketing, sales, product, support — plus real customer evidence or customers themselves.

What happens in the room

Everybody joins from the link, with no account. The agenda sits beside the call and each item fills in with what was said about it, under the name of the person who said it.

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