Customer Journey Map Template

Write down one journey every CSM can run, with an owner for every moment from signed contract to advocate.

Most customer journeys live in a slide deck that got presented once and never opened again. Meanwhile every CSM runs the experience from memory, and customers who bought the same product on the same day get two completely different companies. You find out which one they got at renewal.

This workbook turns your journey into an operating document. You define each stage with internal and customer objectives, entry and exit criteria, an owner, a milestone and the biggest risk, then map every touchpoint with an owner, how the customer feels, the risk signal and what you do about it. The Summary tab shows you the touchpoints without an owner and the stages that aren't ready yet. Then it goes past the map: you write down your journey foundations and core objectives, turn your team's tasks into proof the customer is moving, compare the customers who stayed with the customers who left, set baselines before goals, and plan year two, growth motions and champions. The starter stages and touchpoints give you a place to begin, and your product, your customers and your team decide what the map should actually say.

What's included

• Customer Journey Map template in Excel, plus a make-a-copy link for Google Sheets

• 14 tabs: Start here, Foundations, Stages, Touchpoints, Proof, Proof in data, Baselines, Exec notes, Year two, Growth motions, Accounts, Summary, Reflection and Lists

• 6 starter stages (sales and handoff, kickoff, onboarding, adoption, renewal, advocacy) and 22 starter touchpoints to edit, with checks that flag missing owners and unfinished stages

• Tabs to turn tasks into customer proof, find that proof in your data, set baselines before goals, write exec notes when a milestone lands, plan the year two reset and growth motions, and check whether your top accounts have a champion

• A step-by-step PDF guide that walks through every column with a worked example, a five-step build process, the mistakes to avoid and a Steal This journey map health check

Who it's for

CS leaders and CS Ops teams building or rebuilding the post-sale experience, and anyone tired of new CSMs asking "what do I do next?"

How it works

Digital download. Your files are ready right after checkout. Open the Excel file, or use the link included with your download to make your own copy in Google Sheets. No physical item will be shipped.

Bundle and save

This template is part of the Onboarding and Adoption Bundle: 9 templates for $89, about half the price of buying them one at a time. Want everything? The Complete Architect Collection has every template in the collection for $299.