Customer Journey Map Template
Visualise How Customers Experience Your Business
Why Mapping the Customer Journey Matters
Your customers don't see your business as a collection of separate departments, campaigns, or tools.
To them, it's one continuous experience - from the first time they discover you to the moment they buy... and beyond.
When that journey is smooth, clear, and aligned, growth happens naturally.
When there are gaps, confusion, or wasted effort, customers drop off - and your marketing budget gets burned without results.
As a founder... you can't fix what you can't see.
The Customer Journey Map Template helps you visualise the entire experience through your customers’ eyes, so you can identify...
-
Where you're losing potential customers
-
Which touchpoints create frustration instead of trust
-
Which marketing efforts are disconnected or duplicated
-
Where your time, money, and energy are being wasted
Once you see the full journey, you'll know exactly where to focus for maximum growth with minimum cost.
The Goal of the Customer Journey Map Template is Clarity and Alignment
The purpose of this template is simple...
To give 'you' (as the founder) total clarity on how people move through your business - and to help you align every step of the journey so it works seamlessly.
By using this tool, you will...
-
Identify bottlenecks and leaks that are quietly draining revenue
-
Align your marketing, sales, and customer service around a single shared view
-
Stop wasting money on touchpoints that don't move customers forward
-
Create a cohesive experience that builds trust and drives growth
-
Focus your resources on the parts of the journey that matter most
What’s Inside the Customer Journey Map Template?
The template walks you through every stage of the customer journey, from first awareness to long-term loyalty.
It includes columns for...
-
Customer Stage - Where the customer is in their journey
-
Customer Goals/Needs - What they're trying to achieve at this stage
-
Key Touchpoints - The ways they interact with your business
-
Customer Emotions - How they feel during the experience
-
Metrics/Indicators - How to measure success at this stage
-
Wasted Opportunities or Issues - Where things go wrong
-
Actions to Improve - Practical steps to fix problems and align growth
This structure gives you a clear, visual map of the entire customer experience.
How to Use This Customer Growth Map Template
Step 1: Map the Current Experience
Fill out each stage honestly, based on how customers experience your business right now.
Include every touchpoint - even the ones you wish weren't there.
Step 2: Identify the Gaps
Look for...
-
Stages with no clear touchpoints
-
Customer emotions that don't match your brand promise
-
Metrics that are missing or poorly tracked
-
Areas where different departments overlap or conflict
Step 3: Highlight Wasted Effort
Mark areas where you're spending money, time, or energy but not moving customers closer to a purchase or referral.
Example...
Paying for social ads that generate clicks but no meaningful conversions.
Step 4: Plan Improvements
For each gap or wasted area, add clear, simple actions to fix the issue.
Focus on changes that create the most impact for the least cost.
Download Your Customer Journey Map Template
Your Customer Journey Map Template is ready for you to download. It includes everything founders need to map their customer experience clearly and take action to fix wasted opportunities.
>>> Download the Customer Journey Map Template →
What's inside?
-
Instructions Tab - A clear step-by-step guide for using the template.
-
Journey Map Template Tab - A blank, ready-to-use sheet for mapping your own customer journey.
-
Example Map Tab - A completed example to inspire and guide you.
This will help you visualise every touchpoint, uncover hidden gaps, and align your business for growth without the waste.
The Downloadable Customer Journey Map Template
This template is ready for you to use in Excel, Google Sheets, or your preferred spreadsheet tool.
When populated, your map will look something like...
Next Steps After Filling in Your Customer Journey Map
Once you've downloaded and filled in your customer journey map template...
>>> Follow 'Step 3: Track How Time Is Being Spent' on the 'Ground' page →
Or visit the Founders Resource Hub to download other tools to help you to grow without the waste.