10 Must-haves for a Customer Journey Mapping Tool


There are dozens of customer journey mapping tools out there, so it can be hard to find the right one for your brand. Here are 10 things to look out for, whether you’re just getting started or looking to upgrade what you’ve currently got.
  1. Simple design functionality

    You shouldn’t need coding know-how to contribute to a customer journey map, so whatever tool you use should offer easy design functionality. On the flipside, you shouldn’t have to stick to rigid templates that don’t suit your customer journeys.

  2. Fast and easy editing

    You want the ability to change your journey maps quickly, in order to reflect new products, services or processes, or changing customer behaviours.

  3. Sharing functionality

    What’s a journey map if only you get to see it? Your chosen application should enable you to share your maps quickly and easily, with as many stakeholders as you want.

  4. Real-time collaboration

    Along with shareability, you also want a tool that enables your team to collaborate in real time. It should be possible to set permissions for who can view, edit or create journey maps.

  5. Data integration

    A great journey mapping tool will integrate with your existing data sources, allowing you to feed in real customer sentiment into your journey maps.

  6. Action trackers

    Once you’ve identified pain points and come up with ideas to remedy them, you should be able to assign actions within your mapping software and track progress.

  7. Customer personas

    Some of the best customer journey mapping tools allow you to create customer personas as well. But at the very least, you should be able to import existing personas into your maps.

  8. Omni-channel data integration

    The very best mapping software will enable you to integrate offline and online data sources, reflecting the fact that your customers will veer between the two during most customer journeys.

  9. Unlimited journeys and personas

    Once you get the journey mapping bug, you’ll want to create lots of them. Your tool shouldn’t limit you to a certain number, or set a restriction on the number of customer personas per map.

  10. Attractive and easy-to-understand maps

    It’s easier to get senior buy-in when your customer journey maps match your brand colours, and are easy to understand at a glance. Don’t go for a tool that generates maps that are overly-complex and, frankly, ugly.

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