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 customer 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.