9 Best Customer Journey Mapping Tools to Improve CX in 2024

Best customer journey mapping tools

1. UXPressia — Best for creating a journey map hierarchy
2. Smaply — Best for teams that need templates to get started
3. Custellence — Best for teams that need a user-friendly, free tool before subscribing
4. LucidChart — Best for teams that need a multifunction diagramming tool with integration features
5. Glassbox — Best for teams looking to optimize their customer journeys
6. Milkymap — Best for real-time monitoring of your customer journey
7. Microsoft Dynamics 365 Customer Insights — Best for mapping customer journeys to create personalization strategies
8. Adobe Experience Cloud’s Journey Optimizer — Best for mapping customer journeys using online and offline data
9. SuiteCX — Best for mapping customer journey using online and offline data

How well do you know your customers, their behavior toward your brand, and their interactions with you? By mapping your customer journey, you can better understand their needs and pain points.

You don’t have to map out each customer touchpoint manually — there are customer journey mapping tools that automate this process. This blog post discusses the following topics so you can choose the best customer journey tools for your business:

• What is a customer journey mapping tool?
• 9 key features of a customer journey mapping software
• 9 best customer journey mapping tools

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What is a customer journey mapping tool?

Customer journey mapping tool definition

A customer journey mapping tool is a platform that defines and creates a visual representation of your customer touchpoints and experiences with your brand.

The best customer journey mapping platforms are intuitive tools that let you create visual diagrams or mind maps of your customer’s journey in different stages.

The goal of mapping your customer journey is to understand your customer’s interactions with your business — from when they discover your business to their purchase and post-purchase interactions.

It also aims to gather customer insights to improve their experience with your brand. After all, customer experience is an important factor among 73% of consumers and impacts whether they purchase.

9 key features of a customer journey mapping software

When choosing the best customer journey mapping software for your business, ensure the tool has the following features:

1. Intuitiveness and functionality

Everybody needs time to get used to new tools. Choose a customer journey mapping tool that has a shallow learning curve. That way, you can make the most of it immediately.

Pick one that has drag-and-drop functionalities to make creating journey maps easy. Touchpoint mapping and persona creation are handy tools that streamline your workflows.

2. Multichannel journey mapping

The best customer journey tools enable you to capture data and analyze customer touchpoints from various channels, including your:

• Website
• Mobile app
• Social media
• Physical store
• Customer service database

A multichannel journey mapping lets you uncover the essential touchpoints that satisfy your customer. In addition, it also helps you find friction in the journey, enabling you to address it.

3. Analytics

The best customer journey mapping tools have built-in analytics features that enable you to analyze your customer touchpoints, behavior, and personas. These platforms also help you identify your customers’ pain points and find solutions to improve their experience.

4. Built-in templates, resources, and support

Customer journey mapping software must assist you with getting started on creating your map. The best ones have built-in templates you can start with as you build your customer journey.

You need customizable templates so you can tweak them according to your needs. The tools must also enable you to manually add customer touchpoints and other channels.

The customer journey mapping tools must also provide resources like documentation, training, and onboarding sessions so you can make the most of the platform. If you run into issues, you must have a troubleshooting manual and a helpdesk you can contact.

5. Linking

Will you use different customer journey maps for related projects and to illustrate hierarchies? Shortlist customer journey tools that enable you to do so. That way, you can reuse findings and get an overview of multiple customer journeys.

6. Flexibility

Look for customer journey mapping tools that can power an iterative process, which will improve your journey maps. The best platforms can also create additional steps in a journey and implement real-time changes to optimize the customer experience.

7. Different views

The best customer journey mapping tools enable you to analyze customer journeys from different perspectives. These platforms show heatmaps and storyboards.

They can also depict the journey through emotional journey mapping. As a result, you get a holistic view of the customer journey.

8. Integration

If you have other tools in your martech stack, shortlist customer journey mapping tools that integrate well into your existing platforms, such as marketing automation tools, customer relationship management software (CRM), and customer data platforms (CDPs).

Integration capabilities enable you to pull data from other sources and include the customer journey data into your processes.

9. Collaboration tools

The best customer journey mapping tools enable you and your team to simultaneously work on your journey maps. Track changes and leave comments on your maps so you can streamline your internal processes.

9 best customer journey mapping tools

Now that you know the essential features of customer journey mapping software, let’s go through the best customer journey mapping tools to check out. Some of them are even free!

The table summarizes the tools’ prices and best features:

1. UXPressia

Price: Starts at $16 per month (free limited plan available)

G2 review: 4.5 out of 5

Capterra review: 4.8 out of 5

UXPressia is a visual collaboration tool that can create customer journey maps, buyer personas, and impact maps. You can select a template from its library, which sorts the templates according to industries.

Like most customer journey mapping tools, it also lets you collaborate with team members on various journey maps.

Organizing your maps is a breeze with UXPressia, which also has a free limited version you can try before purchasing. You can save and manage your customer journey maps in a common space.

In addition, visualizing your customer’s journey is made easier with its journey map hierarchy.

2. Smaply

Price: Starts at €19 per month (free limited plan available)

G2 review: 4.6 out of 5

Capterra review: 4.3 out of 5

Smaply is one of this list’s best free customer journey mapping tools. It offers a free plan to create up to three customer journey maps, buyer personas, and stakeholder maps.

Need help with getting started? Smaply has a video demo, and you can get started with its customizable templates.

Duplicate a template, and use the drag-and-drop tool to map your customer journey. You can add details at each touchpoint so your team can better understand your customers.

Add text descriptions and images for each persona’s touchpoint. Add their emotions and the channels through which they found your business.

Smaply also enables collaboration among team members. Got an existing customer journey map? The paid plan allows you to import it, so you won’t start from scratch.

3. Custellence

Price: Starts at $28 per month (free limited plan available)

G2 review: 4.2 out of 5

Capterra review: 4.3 out of 5

Custellence is another customer journey mapping software that has a free version. It’s easy to use, thanks to its drag-and-drop functionality. It also has tutorials, courses, and a chatbot button on the lower right-hand side to get help whenever needed.

Let your team members work on customer journey maps simultaneously with its real-time collaboration features. You can invite other team members to your workspace and set their access level depending on their role.

Do you need to present your journey map to management? Customize your map’s color palette using Custellence’s color sets or customize them on your own.

Upload images and use the tool’s icons for a visually appealing presentation. Custellence has a presentation mode, letting you hide and show lanes depending on your audience. That way, they can easily follow your story and won’t feel overwhelmed with information!

What makes this one of the best free customer journey mapping tools is that its free version lets you create unlimited maps. You can also map the emotional curve of your customers and add their thoughts and questions to your map!

4. LucidChart

Price: Starts at $7.95 per month (free limited plan available)

G2 review: 4.5 out of 5

Capterra review: 4.5 out of 5

Looking for software that can create your customer journey and stakeholder diagrams? LucidChart is an app that can create business processes, data flow, and customer journey maps.

This customer journey management tool has artificial intelligence (AI) and automation features to streamline your processes. Pick from its templates of ideas, customer journey maps, systems, and process diagrams.

Collaboration is easy with LucidChart as it integrates with Google Workspace, Microsoft Teams, Atlassian Confluence, and Slack!

5. Glassbox

Price: Contact Glassbox for pricing

G2 reviews: 4.9 out of 5

Capterra reviews: 5.0 out of 5

Glassbox is a customer journey mapping tool that has analytics that work in real-time. As a result, you see a snapshot of your customer acquisition, conversion rate, and your customers’ pain points.

Its Augmented Journey Map feature paints a picture of what’s happening on your website and app. It also gives you a snapshot of your users to segment them.

Glassbox captures digital events and uses AI to analyze these activities on your website or app, letting you identify patterns and friction in the customer journey. As a result, you can optimize your customer journey to encourage conversion.

6. Milkymap

Price: Starts at €9 per month (Free limited version available)

G2 review: N/A

Capterra review: N/A

Milkymap is one of the best free customer journey mapping tools you can use to improve your processes for a better customer experience. Its dashboard shows your data almost in real time, so you always have your customer’s thoughts and interactions in mind.

This customer journey mapping software enables you to create templates for your organization’s account. Mapping journeys

Mapping journeys is made easier with Milkymap’s template feature. It enables you to create templates for your organization’s account, so you have a structured process.

7. Microsoft Dynamics 365 Customer Insights

Price: $1700 per month (30-day free trial available)

G2 review: 4 out of 5

Capterra review: 5 out of 5

Microsoft Dynamics 365 is a full suite of enterprise marketing, sales, customer service, and accounting software. Its sales and marketing module, Customer Insights, enables you to better understand your customers by using tools that map their journeys.

As a result, you can improve your processes to improve your customer experience. Marketers can also use it to segment customers and create effective personalization strategies.

8. Adobe Experience Cloud’s Journey Optimizer

Price: Contact Adobe for pricing

G2 review: 4.4 out of 5

Capterra review: 4.5 out of 5

Adobe Experience Cloud is a set of customer experience management apps, one of which is Journey Optimizer.

Adobe’s Journey Optimizer provides you with real-time insights about your customer’s interactions with your business. If it detects a change in your prospect’s geolocation, it can trigger an appropriate interaction to nurture your relationship with them.

In addition, you can create customer profiles and map their journey using online and offline data.

9. SuiteCX

Price: Contact QuestionPro for pricing

G2 review: 5 out of 5

Capterra review: N/A

SuiteCX is QuestionPro’s customer journey mapping software that helps you get started with over 20 visualization templates. You can create and visualize your customer’s experience with your brand, enabling you to optimize it.

Do you want to survey your customers to improve their experience with your business? SuiteCX can integrate with QuestionPro’s Survey Software, which lets you survey your contacts to better understand their sentiments.

SuiteCX also has analytics features, enabling you to analyze customer interactions over time, including their survey answers.

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Map your customer journey with the right tools

Customer journey mapping is essential to better understand your customers’ needs and interactions with your business. If you need help to map their journey and keep them happy, consider teaming up with WebFX.

We’re a full-service digital marketing agency with 25+ years of experience driving over $6 billion in revenue to our customers.

Our proprietary growth platform, MarketingCloudFX, is powered by IBM Watson AI and can record data points like lead journeys, phone calls, and lead sources. As a result, it can help you effectively map your customer journey.

Our team is pumped to hear from you, learn about your business and goals, and help you grow your bottom line. Call us at 888-601-5359 or contact us online to speak with a strategist!