Top Customer Journey Mapping Tools Every Marketer Should Know About

HomeDigital MarketingTop Customer Journey Mapping Tools Every Marketer Should Know About


Key Takeaways

Gartner’s latest research reveals that by 2024, 80% of organizations will be using customer journey mapping tools to improve customer experiences. 

SEMrush’s analysis indicates a 25% boost in customer engagement metrics for businesses using advanced journey mapping platforms. 

Utilizing customer journey mapping tools is essential for understanding and enhancing customer experiences across industries.

Collaboration, customization, and integration with analytics are key features to look for in these tools.

Today, it’s crucial for marketers to know how customers go through their experiences. This helps in creating personalized experiences and growing the business. But how can marketers do this well, making sure each interaction connects with customers and builds loyalty?

Introduction to Customer Journey Mapping

Customer journey mapping is a strategy used by marketers to see how customers go from first contact to buying things and more. It shows where customers connect with the brand and how these connections affect their experience and choices. Businesses use this map to learn about customer behaviors, likes, and problems. This helps them make their marketing better suited to customers.

Significance of Customer Journey Mapping

  • Customer journey mapping is crucial because it highlights areas where customers may encounter problems or friction points that could lead to dissatisfaction or customer churn.
  • By mapping out each step of the customer’s journey, businesses can see not just the actions customers take but also their feelings, motivations, and questions at each point, which is essential for creating a more customer-centric business model.
  • This mapping process helps organizations step into their customers’ shoes and see their business from the customer’s perspective, which can dramatically shift how they operate and market themselves.

Essential Features of Mapping Tools

What Makes a Good Mapping Tool

  • User-Friendly Design: The best mapping tools are easy to use for everyone, whether they’re experienced or new to mapping. They have a simple drag-and-drop feature that makes it easy to create detailed maps without needing lots of training.
  • Integration with Other Tools: Good tools work well with other software like CRM systems and analytics tools. This means customer data can be automatically added to maps, giving real-time insights and showing how changes affect the customer experience.
  • Team Collaboration: Since mapping involves many people, the tool should let multiple users work together. They can share feedback in the tool, work on maps at the same time, and access them from different devices.
  • Customization: A good tool lets you customize maps to fit your business. You can add unique stages, actions, and change how the maps look to match your brand.
  • Analytics: Top tools not only show customer journeys but also analyze them. They find problems, predict what customers will do, and measure how well touchpoints work. Some even use AI for predictions and suggestions.

Examples of Effective Tools

  • Miro: Miro is a tool that helps teams work together on visual whiteboards. It lets you make and share journey maps easily. It can connect with other tools like JIRA and Slack, which is helpful for teams working from different places.
  • Lucidchart: This tool is good at letting you customize things a lot. It can connect with platforms like Salesforce and Microsoft Office. People like it because it can make complex diagrams and maps that are easy to use.
  • Smaply: Smaply is made specifically for mapping out journeys. It has lots of features for making maps of customers, stakeholders, and their journeys. People like it because it’s focused on design and is easy to use.
  • UXPressia: UXPressia is great for making detailed maps and personas. It’s easy to use and has features like impact mapping and connecting with real-time data. This helps businesses understand customers better and plan their strategies well.

Top Tools for Comprehensive Mapping


  • Miro is well-known for its teamwork features, which are liked by groups that value working together in real-time. This tool has an online whiteboard where teams can draw their customer journey maps together, no matter where they are.
  • Miro can connect with many other tools like Dropbox, Google Suite, JIRA, and Slack. This makes it easy for teams to use it with their existing workflows, saving time and keeping everything organized.
  • With Miro, team members can work together at the same time. They can comment, share files, and vote on ideas. This makes the mapping process more interactive and inclusive, giving every team member a chance to contribute to the customer journey map.


  • UXPressia is a tool that makes it easy to create and understand customer journey maps. It has a nice interface that helps marketers create detailed maps easily. You can also analyze the maps to understand your customers better.
  • It lets you make personas and impact maps too. Plus, it shows real-time data so you can keep track of what’s happening with your customers and adjust your strategies accordingly.


  • Lucidchart lets you customize journey maps for your business needs. It offers various diagram types, shapes, and templates to show different customer journey stages clearly.
  • The tool works well with platforms like Salesforce, Microsoft Office, and Google Workspace, making workflows smoother by bringing data directly into Lucidchart.
  • Lucidchart focuses on security and teamwork, with features like real-time co-editing and commenting. It’s great for teams working on detailed journey maps that need updates and input from many people.

Specialized Mapping Tools

Heap: Analytics and Behavior Tracking

  • Heap is a strong tool that automatically records everything users do on a website or digital product, without needing manual setup. This is important because it ensures no data is left out, giving a full view of user behavior.
  • The platform is great at analytics, providing powerful tools to study user actions and find patterns that can guide decisions. By seeing how users move and interact, marketers can find places where things aren’t smooth and make the customer journey better.
  • Heap can group users and study their actions, which helps make focused improvements and personalized marketing plans. This grouping is key to making experiences that fit different user needs, making customers happier and more likely to stay.

Smaply: Detailed Persona and Stakeholder Mapping

  • Smaply creates detailed customer personas and stakeholder maps, which are important for understanding customer journeys. These personas show us who our customers are, what they like, how they behave, and what they need.
  • The tool is easy to use and helps us make and keep detailed maps. It shows how different people and groups interact, helping companies match their plans to what customers want.
  • With Smaply, teams can work together to update and improve personas and maps, making sure they stay accurate and up-to-date. This teamwork is important for keeping everyone on the same page about what customers need.

Gliffy: Rich Graphical Templates

  • Gliffy offers many different templates for making maps, charts, and outlines. It’s easy to use because you can drag and drop items to change or add them without needing to know a lot about technology.
  • One of Gliffy’s best parts is how it makes clear and interesting diagrams. These diagrams are important for showing complicated customer journeys to different parts of a business, so everyone can understand how things work.
  • Gliffy also lets teams work together at the same time on these maps. This is great for sharing ideas and making changes quickly during meetings or when improving processes.

Innovative Tools for Detailed Insights

Theydo: Framework-based Journey Structuring

  • Theydo is a tool that helps organize customer journey maps. It uses templates like blueprints, funnels, lifecycles, and roadmaps for different mapping needs. Theydo is good at finding ways to make the customer journey better.
  • It helps teams see where they can improve and be more creative. Theydo makes it easier to fix problems and make customers happier at every stage.

Survicate: Integrating Real-Time Feedback into Maps

  • Survicate improves traditional customer journey mapping tools by letting you add real-time user feedback directly into the journey maps.
  • This tool is great for collecting insights using surveys, feedback forms, and user interviews. You can put these directly into the customer journey at specific points where customers interact.
  • By including real-time feedback, businesses can see how specific interactions and experiences affect customer satisfaction and behavior. 
  • This gives practical insights to adjust and improve the customer journey based on actual customer responses and data.

Selecting the Right Tool

Considerations for Choosing a Tool

When selecting a customer journey mapping tool, marketers must consider several key factors to ensure they choose the right one for their needs:

  • Integration Capabilities: How well does the tool integrate with other software your team uses? Tools like Miro and Lucidchart offer robust integration capabilities with platforms like Google Suite and Microsoft Office, which can be crucial for streamlining workflows.
  • User Interface: Is the tool user-friendly? A straightforward, intuitive interface is vital to ensure all team members can use the tool effectively without extensive training. Tools such as UXPressia are praised for their visually appealing and easy-to-navigate interfaces.
  • Collaboration Features: Does the tool support collaboration? Consider whether you need a tool that facilitates real-time collaboration for remote teams. Tools like Miro are designed to enhance collaborative efforts with features that allow multiple users to work on the same map simultaneously.
  • Customization Options: What level of customization does the tool offer? The ability to customize journey maps to reflect specific customer segments and scenarios can significantly impact the quality of insights you gain. Tools like Lucidchart provide extensive customization options.
  • Scalability: Can the tool grow with your business? It’s important to choose a tool that can handle increased loads as your business expands and your customer base grows.
  • Data Analysis Features: Does the tool provide analytics and data analysis capabilities? Tools that offer detailed analytics help you measure and optimize the customer journey more effectively.
  • Cost-Effectiveness: Evaluate the pricing relative to the features offered. Many tools offer a range of pricing plans, which can help you find an option that fits your budget while still meeting your needs.

Comparison of Tool Features and Pricing

When comparing the features and pricing of different customer journey mapping tools, here are some points to consider:

  • Miro: Known for its extensive collaboration features, Miro offers plans starting at around $10 per user per month. It’s a good choice for teams looking for a flexible, creative environment.
  • UXPressia: UXPressia costs about $16 per user each month. People like it for its nice design and easy-to-use interface. It’s good for those who care about how things look and want something easy to use.
  • Lucidchart: Lucidchart starts at $9 per user per month. It’s known for being good at working with other tools and letting you customize things.
  • Smaply: Smaply is around $20 per user each month. It’s great for making detailed maps of people and groups involved in a project.
  • Heap: Heap is mainly for analyzing data but can also help with mapping journeys. You need to ask for the price, so it’s best for businesses that need to look deeply into data.


Customer journey mapping tools are important for marketers. They help improve customer experiences and marketing strategies. Tools like Miro and UXPressia make it easy to work together and create nice pictures. Other tools like Heap and Smaply give lots of data and help make people pretend. 

New tools like Theydo and Survicate get even more information from customers. It’s important to pick the right tool that fits the business and can grow. The goal is to use these tools to understand and make better customer journeys, so customers are happier and stay longer.


What are the key benefits of using customer journey mapping tools?

These tools help identify pain points, improve user experience, and create targeted campaigns based on customer insights.

What features should I look for in a customer journey mapping tool?

Look for tools with collaborative capabilities, customizable templates, and integration with analytics and feedback systems.

How can customer journey mapping tools help improve marketing strategies?

They provide actionable insights, facilitate data-driven decision-making, and enable personalized customer engagement across channels.

Are there specialized tools for specific industries or use cases?

Yes, some tools cater to industries like e-commerce, healthcare, and SaaS, offering tailored functionalities for unique requirements.

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