Business

Customer Journey Map

Stages × actions × thoughts × pains

Example

Mapping a SaaS customer journey to find the broken moments

	Actions	Thoughts	Pain points
Discover	Reads blog, asks peer	"Could this work for us?"	Marketing site doesn't show our use case
Sign up	Creates trial account	"How long will this take?"	Asks for SSO before they trust us
Onboard	Imports data, invites team	"Will my team adopt this?"	Onboarding has 12 steps; team drops
First value	Sees first chart	"That's exactly what I needed"	Buried 3 clicks deep
Renew	Compares cost to value	"Did we use it enough?"	No usage report in renewal email

Says, thinks, feels, does

Customer jobs, pains, gains × your offer

Acquisition, Activation, Retention, Referral, Revenue

Want to fill in your own Customer Journey Map?