Customer Journey Mapping Tools

What are Customer Journey Mapping tools?

Customer Journey Mapping software creates visual representations of customer behaviors, perceptions, emotions, and needs that help companies gain in-depth insight into how customers are interacting with their products and services. This process helps organizations understand how customers engage at every step of their journey with a brand, from initial contact to conversion and retention. Generally part of CX software solutions, customer journey maps are designed to provide customer insights, improve and optimize budgets and processes according to customer impact, identify customer issues or opportunities, and improve the customer experience as a whole.  

Customer journey maps include information about all the touchpoints a customer makes while interacting with a company online, including email, social media, online ads, reviews, product demonstrations, surveys, subscription renewals, and customer support. These maps can be customized to include the specific touchpoints that companies use to attract, convert, and retain customers for a holistic view of the customer journey.

Customer journey mapping capabilities are available as stand-alone solutions and are also integrated with other tools to enhance the overall customer experience. For example, customer journey mapping capabilities are typically included within Digital Experience Management (DXM) solutions, while also working in close conjunction to Customer Intelligence platforms.

Benefits of Customer Journey Mapping

The benefits of Customer Journey Mapping include the following:

  • Observe Customer Interactions with Products & Services: Customer journey mapping helps companies gather insights into actual customer behaviors and visualize customers' processes as they navigate company assets online. This increases understanding and helps organizations provide a more streamlined and positive customer experience.
  • Understand the Customer Journey Across Various Touchpoints: Customer journey mapping captures customer interactions across a variety of different touchpoints, beginning with the initial discovery of a brand through purchases and ongoing business retention. Seeing each point of the journey helps companies improve processes, products, and services with real customer interaction data.
  • Identify Customer Needs: Customer journey mapping is an important process for identifying customer needs and intent and can help highlight points in the customer journey where needs are not being met. This helps companies remove pain points or friction from the customer journey to improve the experience and drive sales and loyalty.
  • Visualize Customer Emotions to Create Empathy: Customer journey mapping helps companies empathize with their customers on a personal level and understand their preferences, emotions, and reactions along the customer journey. This humanizes customers and helps teams create processes and products that serve the needs of real people and not just avatars of typical customers.
  • Drive Sales & Increase Marketing ROI: Customer journey mapping provides deep insight into customer behavior and needs. Addressing unmet needs and improving customer experiences helps create more ROI in marketing efforts and drives overall profits for a company through increased conversions and customer retention.
  • Gain a Competitive Market Advantage: An in-depth understanding of customer journeys helps companies address customer needs to improve and innovate how customers experience their brand, giving them a competitive advantage in the market by delivering an excellent customer experience.

Top 10 Customer Journey Mapping Tools

CXone / Zendesk Suite / ServiceNow / Custellence / cxomni / Zeotap / Smaply / Adobe Experience Platform / Staircase AI / Medallia

WH Score
8.7
CXone
33reviews
Starting Price:$135 per user / per month
CXone helps organizations of all sizes be the first choice of customers, the first to innovate, and the first choice employer. Only CXone delivers one unified experience, on one cloud native platform, fast onboarding of new employees and capabilities, with embedded AI to keep your team one step ahea...
WH Score
8.6
Zendesk Suite
389reviews
Starting Price:$49 per user / per month
Zendesk Suite is an end-to-end customer relationship platform that combines help desk, voice and CX capabilities into one powerful application. AI is a key capability at Zendesk, offering users the ability to infuse intelligent automation across a variety of areas, from customer interactions to inte...
WH Score
8.3
ServiceNow
16reviews
Starting Price:N/A
ServiceNow helps enterprises to build cloud networks or software that can help them in administration, governance, or digital workflow management. ServiceNow has grown immensely popular because of all the talk that goes around business automation. ServiceNow is an American-based company operating fr...
WH Score
7.9
cxomni
0reviews
Starting Price:N/A
cxomni is a Customer Journey Management platform that analyzes customer touchpoint data across various channels and provides companies with insights and mapping tools to help optimize the customer journey. This platform is highly collaborative, so teams can work together to create customer journey m...
WH Score
7.9
Custellence
0reviews
Starting Price:$0 per user / per month
Custellence is a user-friendly, flexible suite of customer journey mapping tools that organizations and Customer Experience (CX) professionals can use to create, present, and share personalized experience maps, user maps, service blueprints, and other visual representations of customer behaviors and...
WH Score
7.9
Dynatrace
0reviews
Starting Price:N/A
Dynatrace is a versatile software solution offering a unified platform for observability and security, all powered by advanced causal AI technology. This platform provides businesses with comprehensive infrastructure and application observability, security protection, digital experience monitoring, ...
WH Score
7.9
Crownpeak
0reviews
Starting Price:N/A
Crownpeak is a leading Digital Experience Platform that is centered around content and commerce. With a strong focus on delivering personalized experiences, the platform leverages artificial intelligence to drive content and product discovery for users. This AI-driven approach allows for advanced cu...
WH Score
7.9
Sogolytics
0reviews
Starting Price:$25 per user / per month
Sogolytics is a leading provider of an Experience Management Platform that offers a suite of tools designed to help businesses gather and analyze feedback from both customers and employees. The platform is equipped with a range of features such as survey design, distribution, reporting, data managem...
WH Score
7.9
Lytics
0reviews
Starting Price:N/A
Lytics is a Customer Data Platform (CDP) that collects, unifies, and activates customer data to help organizations make data-driven decisions, streamline business processes, and drive more revenue. Lytics is a privacy-focused CDP that ensures data security and compliance while helping companies leve...
WH Score
7.9
BlueConic
0reviews
Starting Price:N/A
BlueConic is a privacy-first Customer Data Platform (CDP) that collects, unifies, and activates compliant, first-party data across an organization’s business systems to enhance customer experiences, while also helping drive revenue growth. BlueConic enhances core business initiatives with data...
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