Customer Journey Map Template

You know something isn’t clicking with your customer experience. Conversion rates are dropping, onboarding is cumbersome, and support tickets are piling up. You’ve got symptoms, but no diagnosis. And until you identify the underlying issues, you’ll remain focused on superficial fixes.

That’s why building your own customer journey map (CJM) is so valuable. With Asana’s customer experience journey map template, you get a visual representation that tracks customer actions, touchpoints, and pain points across different stages of the journey, from awareness to retention. Use it to optimize the buyer journey, improve onboarding, and connect team members across product, marketing, and customer support.

Who benefits from customer journey map templates?

Here at Asana, we use our own customer journey map when teams want to optimize user experience, improve low retention rates, or ensure consistent brand experiences. Whether you’re in SaaS, retail, healthcare, or financial services, this CJM template offers clear insights by highlighting opportunities and customer needs that might otherwise go unnoticed.

This customer experience journey map template is ideal for:

• Marketing managers refining messaging for different customer personas and pinpointing moments of churn.

• UX and product teams planning onboarding flows or feature adoption based on real user personas.

• CX strategists using metrics like NPS and CSAT to prioritize customer success initiatives.

• Research teams compiling user research across demographics and platforms, including social media and live support.

• Stakeholders orienting around a shared understanding of buyer personas and successful customer interactions.

Whether you’re creating a B2B software user journey map or using a retail customer journey map template, this framework accommodates various use cases and improves decision making.

Why use Asana’s customer journey map template?

When you try to create a customer journey map in PowerPoint, Canva, or Google Slides, it remains static and difficult to update. You’re stuck manually editing diagrams, disconnected from the workflows needed to improve customer satisfaction.

This Asana template keeps your customer journey map dynamic, collaborative, and actionable, all within the platform where your work already resides.

• Collaborate with cross-functional team members.

• Assign action items for each customer touchpoint.

• Track progress with custom fields and dashboards.

• Layer in persona data, metrics, and insights as work evolves.

• Identify a starting point for potential customers based on real user journeys.

Asana’s free customer journey map templates provide a clear view of each customer interaction, helping you resolve pain points more efficiently. By centralizing insights, the template enables data-driven decisions and keeps your teams connected as customer needs evolve.

How to use this user journey map template

Every journey map looks different depending on your industry, goals, and customers. This template provides a consistent, step-by-step structure to start from, which you can then adapt to your specific needs. For more ready-to-use tools, browse our complete Asana template library.

1. Define your personas and target audience

Start by identifying the specific customer personas you’re mapping. Are you focused on first-time users, long-term customers, or a specific demographic segment? Add key details, such as job role, goals, pain points, and motivations, directly into your Asana project.

For example, if you’re a fintech company, your personas might include a small business owner seeking easier payroll solutions and a startup founder evaluating integrated financial tools.

2. Map the key stages of the journey

Use sections or columns to define each phase of your customer journey: awareness, consideration, onboarding, active use, retention, and advocacy. For B2B software, this might involve tracking discovery through paid ads, the signup experience, onboarding emails, usage milestones, and support tickets.

Label each stage clearly, and consider including a “current state” and “future state” version if you’re reworking an existing journey.

3. Identify touchpoints and pain points

For each stage, list specific customer touchpoints, such as landing pages, sales calls, emails, product tutorials, and support chats. Then, capture any known friction areas. Are users confused during setup? Do they churn after the trial ends, or are they pleased with pricing?

Tag these insights with custom fields (e.g., touchpoint type, sentiment, priority) and assign owners to explore further. You can also attach screenshots, customer quotes, or links to survey results.

4. Assign tasks to improve the journey

Once you’ve spotted gaps, create tasks for each opportunity area. This might include redesigning the onboarding flow, rewriting help content, or launching a retention email. Use Asana’s timeline view to plot these actions by priority and sequence. Assign owners, set deadlines, and link tasks to the relevant touchpoints for transparency.

5. Collaborate and update in real time

Invite team members from product, marketing, support, and design to collaborate directly on the project. As insights change, update the map dynamically. Use project dashboards to monitor progress and detect shifts in customer sentiment over time. This journey map remains current and adapts as your customer experience changes, unlike a static whiteboard or infographic.

Asana journey mapping features

Asana features transform static plans into dynamic workflows. When you use features like timelines, forms, or dashboards within your customer experience journey map template, you gain deeper visibility and control over your CX efforts. These tools facilitate real-time collaboration and actionable outcomes. For the complete list, explore our Asana features page.

Timeline View: Create a visual roadmap of improvements by stage. Great for planning current and future-state initiatives.

Custom Fields: Track metadata like persona, sentiment, or channel for each touchpoint or action item.

Task Dependencies: Connect improvements in sequence (e.g., finish user research before launching a new onboarding flow).

Forms: Standardize how CX or support teams submit customer service insights or pain points.

Dashboards: Monitor the impact by tracking key metrics, such as CSAT, churn, or adoption, across various touchpoints.

Recommended mapping integrations

Integrations connect your journey mapping project with the tools your team already uses. They help you pull in data, capture feedback, and close the loop on improvements without leaving Asana. Browse Asana’s integrations directory to discover more.

Zendesk: Pull in real-time support tickets to identify common issues by stage.

Figma: Embed design prototypes directly into relevant journey stages for easy feedback and handoff.

Jira: Sync tasks and track engineering work connected to the customer experience. Connect

GitLab: Link development issues or commits to customer journey tasks and track delivery in real time.

Google Sheets: Import or export customer metrics, usage data, or NPS scores for visibility.

Slack: Get notifications when a task is updated, or a new journey insight is added.

Gmail: Turn customer feedback from email threads into trackable action items in Asana.

FAQs about customer journey map templates