SEPTEMBER 2023 RELEASES
September 2023 Releases
5 Customer Experience Journey Mapping Templates & Examples for 2025
Small tweaks = big impact
The best contact center leaders know that small tweaks lead to big impact. They don’t just set a strategy and hope for the best. They test, they tweak, and refine every touchpoint across the customer journey, day by day.
Without a way to visualize and analyze the customer journey, it’s going to be hard for you to make these tweaks—at least not in a way that’s consistent, fast, or at scale.
We’re here today to write about customer experience journey mapping.
What is customer experience journey mapping?
Customer experience journey mapping is your way to build out visual representations of how each contact flows through your contact center—based on their touchpoints, intent, the stage they are in within your sales function, and really, any other way you seek to analyze them (which will depend on your industry and sales/support cycles).
Now, a good customer journey map isn’t just a one-time exercise. It’s a living, breathing tool that helps you see where customers hit friction, drop off, get frustrated, or renew, upgrade, schedule appointments, etc.
It’s something to build and react to.
The best teams use customer experience journey mapping to analyze and iterate each touchpoint and continuously measure how that’s impacting the customer’s overall experience, and therefore CSAT, NPS, and revenue.
Personalization requires specificity
One-size-fits-all journey maps don’t really make sense. A fintech customer’s experience looks nothing like a healthcare patient’s.
In order to personalize for your specific industry, you’ll need to build a customer journey map that is purpose-built for the right outcomes.
In this guide, we’ll highlight five customer journey map templates, including ones specifically for healthcare, education, insurance, and home services companies. We’ll also give some recommendations for putting these maps to use, and highlight the best tools for journey mapping.
Let’s dive into it
What does a good customer journey map actually look like?
A great customer experience journey map is going to include a baseline structure of:
- Stages: From initial awareness to ongoing support, your map should identify what stage your customers/patients are in relative to your revenue cycle.
- Events: Webpage visits, form fills, clicks, submissions, emails opened and read.
- Touchpoints: Every interaction across phone, SMS, chat, and email.
On top of that structure, you’ll want to bake in the following insights:
- Pain points: What needs have they expressed, whether through a form fill (say, for an appointment), or through an inquiry or live interaction.
- Emotional Cues, Highs, and Lows: The sentiment and outcome of each interaction. How is the customer feeling about you right now?
- Optimization Opportunities: Based on a combination of events and sentiment, build in triggers that identify optimization opportunities and react autonomously.
(Click here if you’re having trouble connecting the data mentioned above to your customer journey maps).
Impactful customer journey maps are also dynamic.
👉 Static journey maps are fixed, one-time recaps of a customer journey. Useful for reviewing and driving initial strategy, but lack adaptability.
👉 Dynamic journey maps are live, tuned into your data. They evolve in real-time with each customer event or interaction. They’re much better for adaptive refining and real-time optimization and testing.
Why Businesses Need Customer Experience Journey Mapping in 2025
Customer journey maps are your window into understanding the quality of every customer interaction. It’s a literal map of why your communications are or are not driving the experience your customers want.
AI-powered journeys and AI agent outreach allow you to pull faster insights out of every customer or patient interaction, and test and optimize in real-time. It’s how you identify and roll out optimizations in a matter of hours, instead of months.
How to Build a Customer Journey Map (Step-by-Step)
Let’s look at the 101, in case you’re just starting to build customer journeys.
First, the 101 of building a customer journey.
Step 1: Define your high-value customers.
You know who your ideal customers are, sure. But how do you want to interact with different sub-categories of customers underneath that? Depending on what stage they’re in, what intent signals they’ve expressed, and their ultimate fit as a customer.
Say you’re an insurance company. Your journey map is going to look different for an individual seeking a new high deductible plan, versus a commercial employer looking to provide benefits to their entire company.
Step 2: Architect your contact strategy.
Map out every touchpoint across phone, SMS, chat, and email. Include inbound, outbound, AI, and human-assisted.
Then, map out the end result of each of those interactions.
Step 3: Diagnose bottlenecks and breaking points.
What’s leading to revenue, and what’s leading to dead ends? Look at your mapped out touchpoints and identify the moments contacts typically drop off or get frustrated. Analyze individual flows to draw up new tests.
Analyze the quality of each interaction. Maybe you see that new customers always drop off when they call about payment disputes. What is it about the call that’s causing that? Response times? Long holds? Robotic AI? All of the above?
Step 4: Deploy dynamic, automated mapping.
Make sure you can automatically replicate Steps 1, 2, and 3, and do so at scale. This might sound expensive, but it’s a matter of incorporating the right tools.
Regal’s Customer Journey Builder, for example, provides drag-and-drop journey building with centralized, real-time data. So you can test, deploy, and measure the success of each journey step, and then get real-time analytics to see what is and isn’t working (across both AI and human agents).
Step 5: Test, optimize, and scale.
Now, the hard part. To evolve. Customer experience journey mapping makes it much easier to test and get rid of bottlenecks.
Make your journey maps a regular part of analysis. They should be at the forefront of monitoring and helping you identify new iterations and optimizations across all channels.
5 Customer Experience Journey Mapping Templates
Best Customer Experience Journey Mapping Tools
In the realm of high-consideration consumer sectors like healthcare, insurance, and education, there are a range of mapping tools.
Tools range from industry-agnostic whiteboard tools, to purpose-built tools catered to specific industries. Below are some examples:
Industry-Agnostic Workflow Tools
1. Miro
Miro is a versatile online collaborative whiteboard platform that supports customer journey mapping.
The pros? Highly flexible, easy-to-use visual collaboration tool, great for brainstorming CX workflows.
The cons? Not CX-specific, lacks automation and real-time customer behavior tracking.
2. MURAL
MURAL offers digital workspaces for visual collaboration, enabling teams to map out customer journeys effectively.
The pros and cons play out very similarly to that of Miro. It’s a very customizable tool that can be used for complex instances—but requires complex work in order to do so.
3. Segment
Segment specializes in data-driven customer journey mapping, offering a centralized view of customer interactions across channels. By integrating behavioral data with AI-driven insights, it enables personalized outreach and better retention strategies in high-consideration industries.
The pros? Data-driven journey mapping, strong customer behavior tracking, ideal for personalized CX at scale.
The cons? Requires engineering resources for setup, not a visual journey mapping tool at its core.
Contact Center as a Service (CCaaS)
4. CCaaS tools
Tools like Genesys, Talkdesk, and NICE provide some customer journey mapping capabilities that allow you to get insight into all of your customer interactions.
The pros? AI-powered journey analytics, omnichannel tracking, built for contact centers.
The cons? More complex setup, require data integration expertise for full functionality, mediocre data centralization across CX workflows.
Purpose-Built AI Agent and CX Platforms
5. Regal
Regal includes purpose-built customer journey building tools for healthcare, education, home services, and insurance.
While Regal’s core function is an AI Agent platform, you can also use it to centralize all of your workflows, journeys, and data into one place. You can analyze, test, deploy, and scale all of your customer journeys, without any coding knowledge whatsoever.
Regal effectively combines the capabilities of whiteboard workflow tools and CCaaS into one, purpose-built for high-consideration CX industries.
Final Thoughts on Customer Journey Mapping in 2025
In 2025, the brands that win will be the ones that A/B test and iterate relentlessly, leverage AI, and master the use of AI.
Customer journey mapping is where it all begins and ends—your path to unlocking better retention, more conversions, and a better customer experience across every touchpoint.
Want to level up your customer journey mapping and analytics? Regal can help.
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