8 min read
Apr 13, 2020

Top 3 Tools to Create a Customer Journey Map

These three journey mapping tools help identify customer pain points and understand expectations to ensure positive brand interactions.

Ankita SinghContent Writer

To deliver a positive experience, businesses need to step into their customers’ shoes and understand their pain points. If they fail to do so, they’re likely to witness attrition and eventual business failure due to customer dissatisfaction.

To avoid such mishaps, businesses should map the journey of their customers by collecting data on how their brand interacts with the target audience. Customer journey maps visualize brand interactions and touchpoints across the customer lifecycle. They assist in delivering relevant offerings tailored to address customers’ pain points.

Several software tools can help create customer journey maps; however, selecting one can be time-consuming. To help with the process, we’ve curated a list of the top three tools for mapping customer journeys. These tools (listed alphabetically) have been selected based on SERP data, and overall rating and number of reviews on GetApp. Read the detailed methodology at the bottom of the article.

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Autopilot is a cloud-based marketing automation tool that features customer journey mapping, customer segmentation, and team collaboration capabilities. It allows businesses to analyze customer journeys across channels to understand which channels perform better in converting leads into customers.

The software has three pricing plans: silver ($49 per month), gold ($149), and platinum ($249). It offers monthly and annual billing cycles and a 30-day trial period. It is suitable for businesses of all sizes.

Here are some features of Autopilot that help with customer journey mapping.

  • Condition checks: Using this feature, businesses can evaluate customers or contacts against certain criteria such as if a customer is on a particular contact list or segment. Users can then review customer activities and interaction data to understand the unique challenges and expectations of particular customer segments. Based on these insights, they can tailor the customer journey to ensure optimum customer satisfaction.

  • Customized customer journey maps: The tool provides a list of predefined templates and a guidebook of industry best practices to create customer journey maps. It allows businesses to make changes in journey maps for incorporating customer feedback and responses received along the journey. This helps understand how customers move toward a purchase, and accordingly align marketing initiatives to achieve the desired results.

Let’s read a few user reviews of Autopilot to understand what customers like and areas they think need improvements.

What they like

  • Visual workflows make it easy for new users to build and edit journey maps and save the time spent on user training.  

  • Images and notes can be added to the maps for future reference and collaboration. 

What could be improved

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Custellence is a cloud-based customer journey mapping tool that offers team collaboration, data visualization, churn management, and analytics, among other features. It allows businesses to assign access permissions, such as view and edit, to collaborators for seeking input on journey maps. It also lets users present and share work-in-progress maps in real time.

The software has four plans*: free, essential ($22.70 per user per month), team ($75.18 per user per month), and enterprise (starts at $465.19 per month). It is suitable for businesses of all sizes.

*Pricing value has been converted from EUR to USD for users’ convenience using oanda.com on April 3, 2020. 

Here are some features of Custellence that help with customer journey mapping.

  • Customer journey map ecosystem: Using this feature, businesses can create a variety of journey maps to visualize different parts of the customer journey. They can use predefined templates that can be customized by adding lanes (denoting different journey paths as per customers’ mood and emotion), images, and emoticons. Several customer journey maps can be connected to form a larger journey map ecosystem and get a holistic view of the different paths taken by customers to finalize their purchase. 

  • Collaboration tools: Businesses can include lanes and sublanes in journey maps to add and store information, such as customer insights, data, links, and files, for everyone to view and access. They can share, present, and print these maps as PDF, PNG, and CSV files. They can also seek input from collaborators on specific parts of maps via email.

Let’s read a few user reviews of Custellence to understand what customers like and areas they think need improvements. 

What they like

  • The software interface is clean and intuitive, and users can create illustrative journey maps using photos and emoticons.

  • Users from across geographies can collaborate on and add comments to the maps.

What could be improved

  • A few users would like to see real-time metrics integrated into the maps to facilitate end-to-end service blueprinting, monitoring, and improvement roadmapping using a single tool.

  • Some users would like the option to download and export maps in the free version.

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UXPressia is a cloud-based customer experience mapping tool that helps create customer journey maps, impact maps, and buyer personas. 

The software has a free and a professional plan; the latter is billed either monthly ($24 per month per user) or annually ($20 per month per user) with special discounts for educational institutions and nonprofits. It is suitable for businesses of all sizes.

Here are some features of UXPressia that help with customer journey mapping.

  • Real-time collaboration: The tool allows users to collaborate on customer journey maps and buyer personas from any location in real time. All changes made by collaborators are automatically synced across connected devices and can be viewed by everyone.

  • Embed code capability: The tool allows users to add prototypes of sites and mobile apps to customer journey maps using several design tools, including Figma, InVision, and Marvel. Users can also add audio and video files and PowerPoint presentations. Every time files are added or updated, the customer journey maps reflect the changes automatically. 

Let’s read a few user reviews of UXPressia to understand what buyers like and areas they think need improvements. 

What they like

  • A clean and intuitive software interface that is aesthetically pleasing.

  • Customer personas, journey maps, and impact maps can be created using a single tool. 

What could be improved

  • Some users feel that the software should offer built-in wireframing and prototyping tools, as these are crucial for website development.

  • Users would like the ability to customize buyer personas.

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Next steps

This article provides a list of the top three software tools for mapping customer journeys, but you’ll need to choose the one that best fits your business requirements.

  • Try out software features using free versions, trials, and demos before investing in one of the tools. 

  • You can also explore other customer journey mapping tools on GetApp and read their buyer reviews.

Methodology and Disclaimer

  • Based on secondary research of articles that featured tools for customer journey mapping (as on March 11, 2020), we shortlisted 22 products.

  • Out of these 22 products, we retained 11 that were more popular based on their occurrence on Google’s blog lists.

  • We then evaluated the shortlisted products based on their features and overall rating (average rating of 4.5+) and number of reviews (10+ reviews) on GetApp to arrive at our top three recommendations.

Note: The content in this piece provides the opinions and points of view expressed by users and doesn’t represent the views of GetApp. It has been obtained from sources believed to be reliable at the time of publication. 

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