Customer Journey Template

A clear customer journey is the backbone of a successful customer experience strategy.

It provides visibility into how customers move through each phase of their relationship with your company—from initial sale to long-term advocacy. Without a defined journey, teams operate in silos, handoffs become messy, expectations get misaligned, and customers are left confused or underserved.

This Customer Journey Map Template is designed to bring structure, clarity, and alignment to every stage of your customer lifecycle. It outlines each key phase—Sales, Kickoff, Onboarding, Adoption, and Advocacy—and provides a framework to track critical milestones, define ownership, identify emotional highs and lows, anticipate risk points, and measure progress using actionable KPIs.

Whether you're just building your customer success motion or looking to scale with more rigor and consistency, this template gives you a repeatable, easy-to-follow model to ensure no customer falls through the cracks.

It aligns cross-functional teams, sets clear expectations internally and externally, and ultimately drives stronger retention, value realization, and customer-led growth.

Use this template to:

• Align Sales, Onboarding, and Customer Success teams on key actions and timing

• Track customer sentiment and engagement across each touchpoint

• Proactively identify and manage risks

• Ensure measurable goals and deliverables are met

• Drive renewal and advocacy through intentional, value-driven experiences

It’s not just a map—it’s your playbook for delivering repeatable, scalable customer success.