Customer Journey Mapping

CX Tool Kit: Defining Your Customer Experience has one simple goal – bringing together brands and individuals working to bring great customer experiences to life. But knowing what those “great experiences” should be that will delight your customers can feel a bit like a guessing game.

We’ve talked about the seven characteristics of beloved brands, like Life is good and Ruby Receptionists. In this next CX Tool Kit guest post, customer experience practitioner Annette Franz Gleneicki shares four tools and documents needed to define your brand’s customer experience to delight customers. 

Annette Franz Gleneicki


In my previous post, I talked about the tools that you’ll need to facilitate the first step of your VOC strategy, Setting the Stage. In today’s post, I’ll offer insights to help as you’re defining your customer experience. This step involves outlining the customer experience from a variety of angles, including defining who your customers are, identifying and prioritizing customer segments, outlining the customer experience lifecycle, and mapping the customer journey.

I’ve provided some links to sample tools and documents, where appropriate, and given very rough estimates for timing to complete each. Of course, timing depends on availability, resources, and support – hopefully my last post provided some ideas to help on that front.

Customer Personas: Personas are characters you create to represent the various types of customers that (might) buy from you or that use your products or services. These personas are built based on conversations or interviews with customers and prospects. The interviews allow you to learn more about the customer: his needs, goals, behaviors, demographics, motivations, etc. Each persona is described in detail based on the unique characteristics that comprise it. Once you understand who your customers are, you are better able to create and target messaging, design products and services, and deliver a more-personalized experience.

HubSpot  offers some great details about personas, sample interview questions, and a persona template. Defining your personas could take several weeks to complete, depending on how quickly you can complete your customer interviews.

Customer Journey Map:  A map (many maps) that outlines the customer lifecycle or stages that a customer goes through – and the touchpoints they interact with – with your company (i.e., brand, product, service); it is created from the customer perspective. Know that you could actually create hundreds of maps to represent your customers’ journeys with your organization, but you’ll likely create one master map (with many sub-maps) and prioritize customers/journeys to focus on. Customer journey maps are the backbone of your entire customer experience management strategy.

A great online tool for building customer journey maps is Touchpoint Dashboard; I’ve used this platform, and it’s extremely user-friendly and intuitive, yet powerful. Building a journey map is not a “one and done” effort; it’s an ongoing process, so it’s tough to put a timeframe around this. To build the original strawman version of the map, especially using a tool like Touchpoint Dashboard, might take you a day.

Program Roadmap: This document outlines how you’ll design and execute your VOC strategy – how you’ll get from where you are to where you want to go. It will house all the details you’ll need to build the framework for your efforts; as a matter of fact, you’ll put the outputs or deliverables of most of the tools already mentioned (and those yet to be addressed) into your roadmap. It will also include this next tool…

Project Plan and Timeline: Fail to plan, plan to fail. Without solid documentation of how you’ll define and design your efforts – and a timeline to drive to – you’ll most certainly fall off the tracks somewhere down the line and be forced to start over. I’ve used tools like and MS Project in the past to create project plans and timelines. A project plan can take a day or two to create, but it’s also a living, breathing document; it needs to be updated as deadlines are met or missed.


Having the right conversations and resources to facilitate exceptional experience is crucial for delighting customers. What other documents have helped clarify your brand experiences? Share your ideas below!