Table of Contents
Understanding your customers can be challenging when dealing with a vast amount of unstructured data.
On average, businesses source their customer data from 28 different channels and house it in 17 different applications. This data may help to gain insights about their customer experience and meet their expectations, but a lack of control over siloed data fails to serve the purpose.
That’s where data visualization comes into play.
Using customer journey mapping tools, you get a comprehensive view of how your customers interact with your brand and identify the different touchpoints and conversion paths they take to convert. More importantly, you can put all your collected customer data into use by visualizing it into customer journey maps without having to navigate through different platforms.
We’ve compiled a list of 11 customer journey mapping tools to help you get started and create the most accurate and data-backed maps to help with your marketing decisions.
Key Takeaways
Name | Features | Use case | Pricing | Integrations |
Drag-and-drop elements, backward mapping, cross domain tracking | Measure the performance of a page, Access traffic source attribution reports, trend analysis | Zapier, HubSpot, Meta, Webflow, ConvertKit, etc. | ||
Feedback mode and sharing, Customizable templates | Workshop maps, project maps | $0 – $29 EUR per month, offers custom pricing | Google sheets, Zapier, API integration | |
Intuitive interface, lane-based interface, flexible map structure | Service blueprint, user map, employee journey map | $0 to $34 per member per month, offers custom pricing | Other tools can be linked by adding their URLs in a Custellence map | |
100+ free customer journey mapping templates, user roles and teams, version history, branding | Customer personas, journey maps and impact maps | $0 to $36 per user per month, also offers custom pricing | Azure DevOps, Jira, CJM, Canva, Airtable, etc. | |
Virtual whiteboard, intelligent diagramming, cloud visualization | Flow charts, customer journey maps, sales funnels | $0 to $9 per user per month, also offers custom pricing | Google Workspace, Atlassian, Figma, etc. | |
Easy collaboration, Open sessions, Live audio calls. Timer and voting options. | Workflows, landing pages, customer journey maps | $0 to $75 per editor per month | Asana, Dropbox, Jira, Slack, UserTesting, etc | |
Miro Assist, Easy collaboration | Technical diagramming, process mapping, wireframming | $0 to $16 per user per month, custom pricing also available | Microsoft Teams, Zoom, WebEx, Slack, Google Workspace and more | |
Visual modeling Business analysis and design Drag-and-drop editor | User story mapping, customer journey mapping, wire flow animation | $6 to $89 per month | Visual studio, IDE | |
Powerful vector editing Easy, intuitive prototyping Shared Libraries, styles and components Reusable design templates | Website design, design systems, illustrations | Starting from $10 per month | Maze, Abstract, Flow, Jira, Notion | |
Visual sitemaps, Prototyping tools with tons of templates Import and export diagrams | Website design, prototype design | $0 to $126 per month | Google workspace, Meta, Slack and more | |
Easy to set up and use, Workflow automation, Comprehensive template library | User mapping, floor planning, customer journey mapping | $5 to $530 per month | Microsoft 365 apps |
Optimize the customer journey with real-time analytics
Visually understand the customer journey from start to finish- and how it can be improved
1. Funnelytics
Funnelytics is a customer journey mapping tool that uses whiteboard technology to help you draw your entire customer journey on a canvas.
“I am able to show my clients exactly how their funnel will look in a clean visual way. This is a great sales tool.” – Sam K.
Integrations with top analytics software allow for real-time, in-depth sales funnel data on an intuitive drag-and-drop interface. You can present this data visually to your clients and stakeholders with ease, which is very handy for agencies.
Even better, using funnel simulations, you can forecast the results of your funnel plan before implementing it. This allows you to test out the probability of success vs failure for every approach you take, and an opportunity to optimize for best results.
The learning curve to start with Funnelytics can be a little steep for people who are new to creating visual maps to track and understand customer journeys. This is why our team created a great resource in our vault of funnels (essentially templates.) You can import these funnels into your builder easily, which will jumpstart your project whether you’re a beginner or a visualization veteran.
Moreover, you’ll enjoy our onboarding process, where we help you get acquainted with the tool while also offering clients optimization workshops and same-day support to get you unstuck whenever you need.
“Tracking multiple traffic sources across multiple domains is not easy. This is why I use Funnelytics.” — Quentin P.
Understand your user flow with Funnelytics
We help performance-driven marketing teams plan and improve the customer journey at every level
Pricing: $199–$999 per month
Key features:
- Highly intuitive.
- Easy-to-use interface with visual drag-and-drop features for easy mapping and customer journey tracking.
- The traffic explorer feature allows you to map backward.
2. Smaply
Smaply is a customer journey mapping platform that allows you to centralize and digitize your customer experience insights. Its simple drag-and-drop features help you visualize different types of data to review your customer experience and identify key friction points.
You can see a lot of customer data at once in Smaply, because it displays multiple channels and customer journeys simultaneously. This allows you to show the differences between the two tracks for better decision-making.
Smaply also offers customizable templates that can be duplicated and re-used and collaboration features, which allow sharing of customer journey insights to the team in real-time.
A downside to Smaply is that its users find the cost on the higher end compared to the features it offers, which can be off-putting for those with tighter budgets.
Pricing: $0 – $29 EUR per month, offers custom pricing
Key features:
- Simple drag-and-drop editor
- Feedback mode and sharing to help with collaboration
- Customizable templates
3. Custellence
Custellence allows you and your team to collaborate and combine your customer journey efforts into a single dashboard. It helps you create your customer journey map in minutes, which allows you to present a strong customer case and get a buy-in from stakeholders.
With Custellence, you can create elaborate customer journey maps, easily share them with your teams, and collaborate with them on your workspace. Like Smaply, it offers a stack of templates you can adapt and tailor for your own purposes.
However, when it comes to adapting the tool for more complex journey maps, many users find it difficult to apply customer journeys for different use cases.
Pricing: $0 to $34 per member per month, offers custom pricing
Key features:
- Churn management
- Intuitive, lane-based interface,
- Flexible map structure
- Customizable templates
4. UXPressia
UXPressia is more of an all-in-one tool that helps you create customer journey maps, user personas and impact maps—that means all your customer experience assets stay in one place. See statuses, tags, and ownerships of each journey map you create and visualize everything from the big picture to the micro journeys.
This makes it easier to align your team and stakeholders from different parts of your organization for better collaboration. You can create designer-quality journey maps and tweak them to present to different people, which can save you a lot of time and effort.
Moreover, you can embed website, product, or service prototypes, marketing presentations, survey results, etc. into your journey map so you don’t leave out any crucial information.
Given the vast variety of features UXPressia offers, it can be a little clunky and complex, which often bugs users looking for simpler solutions.
Pricing: $0 to $36 per user per month, also offers custom pricing
Key features:
- 100+ free customer journey mapping templates
- User roles and teams for access control
- Version history
- Branding elements to help you stay on brand always
5. Lucidchart
Lucidchart is a visual whiteboard tool that allows teams to collaborate seamlessly—from initial ideas to successful delivery. This tool’s user-friendly interface and diverse tools make it easy to create diagrams.
Unlike tools like Funnelytics, it’s not specifically designed for mapping customer journeys around marketing and sales funnels. It’s more of a general intelligent diagramming tool that helps you assemble funnel maps, customer journeys, and flow charts.
However, that makes it suitable for any team for different purposes—the marketing team can create elaborate funnel maps while the design team can create flowcharts for their processes.
As a general-purpose tool, Lucidchart lacks several advanced features compared to its competitors, making it less of a versatile option for users looking for high-end functionalities.
Pricing: $0 to $9 per user per month, also offers custom pricing
Key features:
- Virtual whiteboard to bring your ideas to life
- Intelligent diagramming to visualize complex data
- Cloud visualization to optimize your cloud environments
6. Figma
Figma is more of a general-purpose design tool that has different modes with different purposes—development, design, whiteboard, and prototyping—all in one platform. It’s mainly an all-in-one tool for product teams to create, test, and ship better products faster and more efficiently.
While the prototyping mode helps you create realistic prototypes to test the interactive experience before launching, the FigJam (whiteboard) is the one you can use to create your customer journey mapping while collaborating with your team on an intuitive interface.
However, one of the limitations of this tool is the lack of advanced prototyping features, which can be a challenge for those looking to build complex customer journey maps.
Pricing: $0 to $75 per editor per month
Key features:
- Easy collaboration allowing brainstorming and working on complex workflows.
- Open sessions that allow you to invite anyone for 24 hours.
- Live audio calls on the board.
- Timer and voting options.
7. Miro
Miro is a multi-purpose online collaborative whiteboard that can be used to build funnel maps, plan marketing campaigns, develop a roadmap, and more.
It allows distributed teams to come together, work on a common goal and manage the processes throughout different lifecycle stages.
The interactive and easy-to-use whiteboard platform allows you to strategize new initiatives while considering your customers’ needs and designing customer-centric solutions.
Miro offers six core capabilities to help you with a layout to get started under different scenarios such as process mapping, workshop collaboration, product development workflows, etc. However, users find it difficult to follow through, considering its vast range of features and workflows.
Pricing: $0 to $16 per user per month, custom pricing also available
Key features:
- Miro Assist to help you automatically generate mind maps, diagrams, and codes for you.
- Multiple solutions include mind mapping, flowcharts, wireframing, process mapping, technical diagramming, and more.
- Easy to collaborate
8. Visual Paradigm
Visual Paradigm is a development tool suite consisting of design, analysis, and management tools to help you manage your projects. Its customer journey mapping tool allows you to study customer experience and illustrate customer relationships with your brand.
The interface you get on creating a new customer journey map isn’t very intuitive, and some might find it pretty basic compared to other tools mentioned in this list. However, fewer features and simplicity mean the tool is easy to learn and grasp, and you can create simple customer journey mapping within minutes.
Pricing: $6 to $89 per month
Key features:
- Visual modeling
- Business analysis and design
- Drag-and-drop editor
9. Sketch
Sketch is another multi-purpose collaborative tool like Miro that markets itself as the complete design platform. It’s available as a web app and a Mac app. While you can build websites, icons, apps, illustrations, and design systems using Sketch, you can use its prototyping feature for customer journey research and mapping.
It comes with a powerful vector editor and built-in prototyping, so it’s easy to create stunning journey maps. It also allows you to collaborate with your team using its workspace feature, where you can share designs and prototypes and offer feedback.
Since it’s not specific to customer journey mapping or sales funnel, many advanced features are lacking. To get started, you’ll need to build your journey maps from scratch without the support of dedicated templates.
Pricing: Starting from $10 per month
Key features:
- Powerful vector editing
- Easy, intuitive prototyping
- Shared Libraries, styles, and components
- Reusable design templates
10. Flowmapp
Flowmapp is a UX design platform popular among startups, agencies, designers, developers, and other teams. Though it’s specifically designed for end-to-end website design and development, it can be easily used for creating customer journey maps with its prototyping and wireframing features.
Using its pre-made templates, workspaces, and collaboration features, you can create stunning customer journey maps while keeping everyone on your team on the same page.
One of the main drawbacks of this tool is that it doesn’t offer a customization feature for adding specific elements to the journey map. For example, information from the SERP will be added as a text block, not a screenshot.
Pricing: $0 to $126 per month
Key features:
- Visual sitemaps
- Prototyping tools with many templates
- Import and export diagrams
11. Microsoft Visio
A diagram and flowchart tool by Microsoft, Visio helps you visualize your ideas with dozens of ready-to-use templates and thousands of customizable shapes. You can either choose to purchase Visio directly or get it as part of your Microsoft 365 subscription.
You can create flowcharts, org charts, floor plans, network diagrams, customer journey maps, and more with Visio and its simple user interface. You get all the latest diagramming features such as layers, containers, validation reports, shape sheets & drawing explorer, which allows you to create elaborate journey maps.
Some users find the pricing more costly than its competitors, which can affect those with budget constraints.
Pricing: $5 to $530 per month
Key features:
- Easy to set up and use
- Workflow automation
- Comprehensive template library
How to choose the right customer journey mapping tool
With these many options, making a choice can be overwhelming. You need to consider your business requirements and the following factors.
- Visual/design capabilities: You should be able to design your customer journey maps in the way you desire—be it flowcharts, value ladders, or elaborate mindmaps.
- Intuitive/easy-to-use platform: You and your team should find it easy to navigate through and put the tool to proper use for creating and analyzing journey maps.
- Collaborative capabilities: The tool should allow you to invite your team members to collaborate and leave comments and feedback.
- Integrations with other tools: You need a customer journey mapping tool with integration capabilities to collect data from multiple platforms.
- Templates: You also need multiple templates to save time on creating maps.
- Customer pain point and journey optimization analytics: Your tool should offer detailed insights into the friction points in the customer journey. For example, in Funnelytics, you can analyze page insights in an elaborate form, which acts as an excellent heatmap alternative.
- Segmentation features: You should be able to segment journey maps into different groups based on the journey stage, touchpoint, channel, etc.
- Customer success team powered by experts: Access to customer support whenever you’re stuck is an absolute must.
Map your customer journey with real-time data
Customer journey mapping is a fun and extensive process that offers great insights into customer behavior and thought process, and Funnelytics is an excellent choice for a mapping tool.
We’ve put it as number one on the list because it connects whiteboarding technology to the user’s data. This allows you to map customer journeys, visually see how well they perform using split testing across the customer journey, and identify what portions of the journey or product to optimize. Moreover, it’s excellent for visual learners—you can visually see how people get to their site, move across pages, and where they drop. This allows for continuous improvement.
Funnelytics also has:
- A thorough onboarding process
- Customer journey experts who host optimization workshops
- Same-day support, as well as weekly live sessions where users can ask platform or strategy questions.
Learn more about customer journey tracking through Funnelytics’ blog, or get started today.
Implement your ideas faster with Funnelytics
Our visual platform makes it easy to see where customers need the most help in their journey
FAQ
● What does customer journey mapping software do?
● What features do you need in a customer journey mapping software?
● Why is a customer journey visualization platform a must-have?
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Mikael Dia
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