Customer Journey Mapping Software Review

Customer Journey Mapping Software Review

Download this customer journey mapping software review 

With the rise and rise of interest in Customer Journey Mapping there has been a commensurate rise in software applications to document, manage and print the resulting maps.

In this post I review a wide range of software based customer journey mapping tools that can be used by organisations and their B2B marketing agencies to document the maps they create and make a suggestion on which to select for your needs.

Note: If you notice any software that should be on this list but is not, please leave a comment to let me know and I’ll add it.

I am not going to review the many marketing automation systems that provide a way to view the sales journey. This post is focused on User Experience (UX) and Customer Experience (CX) journey mapping tools.

Software Reviewed in this post

Download this customer journey mapping software review as a PDF you can refer  to later.Download report now. 


(Added 23 June 2017)

MapCX is a new platform that looks to address two issues with two applications:

  1. Speedrate: gathering customer feedback
  2. MapCX: mapping the Customer Journey

These applications collect customer feedback and map the resulting journey data.

Currently a mobile only application, MapCX is purchased by companies who then encourage customers install the application on their mobile device. Then, each time the customer transits a touchpoint they are prompted to rate their experience with the touchpoint. It is expected that companies will incentivize clients to rate their experiences.

The application then reports on satisfaction, NPS and other touchpoint feedback.

The customer is encouraged to complete a brief demographic profile to provide a level of Persona definition.


  • Basic: $25/month/per business location
  • Plus: $45/m /per business location
  • Pro: $75/m/per business location

See here for more details: MapCX pricing


  • Integrated journey map and rating applications
  • Geolocation tagging, beacons allow businesses to alert customers and schedule notifications at specific stages of customer journey; e.g. a phone alert as you check out of a hotel, or pass through the check-in counter of an airline.
  • Customer feedback can be quite rich as can include phone based media: video, images.
  • Journey feedback is live and reported on the map.


  • This is a journey focused mapping tool although several map types are not supported, e.g. swimlane and process maps.
  • Companies must convince their customers to download and activate the app and this will probably require some type of incentive. This could be a barrier to uptake.
  • There is no way to map or target the non-experience part of the customer journey, e.g. internal process steps.
  • Currently mobile only for journey design and analytics: a desktop administration and reporting portal is on the roadmap but not yet available.

(Added 11 April 2017) is a relatively new player on the market and was founded by serial entrepreneur Greg Marlin. Greg’s last company created a marketing mapping tool, so he has experience in this space.

The system is new and the functionality is still building. However, what I like about is that it is designed as a daily operational tool, not simply a map visualisation tool.

A lot of the software on this list can provide you with a Customer Journey Map but tends to be focused on building and documenting the map, not using it operationally.

I think the future of Customer Journey Mapping will be tools that instrument the customer journey and allow people at all levels of the organisation to actively manage the journey with live feedback from the field. is not yet that tool, but it is built on the right foundations and moving in the right direction.


  • Starter ranges from US$59/m-US$299/m,
  • Business ranges from US$599/m-US$1999/m, and
  • Enterprise Custom from US$2999/m

Overview provides intuitive software for connecting your customer journey maps up to real life data, drawing insights, making and recording changes in those real-life connected systems, and continually and collaboratively iterating, innovating and improving over time.

Rather than single-instance exercises,’s customer journey mapping software is built for everyday use by different teams in the organisation.


  • Data integration: While the list is not yet extensive, there are standard integrations to common platforms including; Hubspot, Google Analytics, Salesforce.
  • Multi-access: as a SaaS platform it can be accessed by multiple people at the same time
  • Designed as an operational tool: This tool is designed to be used everyday by operations staff, not only a one off journey mapping exercise.
  • Modern code base: As a SaaS startup this product doesn’t have the legacy of being “productised” from a consulting tool


  • Early stage: the system is still building out and not all of the features are available yet, or at least available without customisation.
  • Setup customisation needed for some standard views: Some of the views you might expect out of the box, e.g. Swimlanes and Emotional journeys, are available but need to be customised at setup.


(Added 1 February 2017)

Bagheera is developed by a Singapore based marketing and consulting agency spin-off.

The primary target audience for the software is agencies and CX consulting firms but it can also be used by end users. Agency clients are generally advertising agencies, innovation consultants, marketing agencies, customer experience firms, etc.

Typically these clients require a custom solution to present their findings to clients. Bagheera cater to this requirement by white-labelling the software. It is also designed to be used by agencies as a way to present their pitch research in an attractive and easy to understand way.


  • End users: USD69 per month for unlimited users.
  • Agencies: USD10-15k one off fee for white-labeling plus a monthly fee.


With Bagheeera uses can

  • Create customer personas with
    • Images and demographic details
    • Descriptions including pain points, quotes, etc.
    • Personas are customizable to the agency’s customer experience approach so it conforms with the rest of the agency’s pitch
  • Create customer experience journeys with
    • Standard and customizable areas (designed to be white-labeled as above)
    • Standard areas include: channels, perosonas, stage, description
    • Customer experience factors include: context, incentives, ease, trigger clarity – these are also design to be customized by white-label client

The team at Bagheera view this tool not as an operational tool but one that is used once or twice a year to create maps for use in the organization.


  • White-label ability: for agencies wanting an off the shelf package they can customize to their methodology and quickly present their findings and pitches
  • Easy to use: the system is generally point and click so quite easy to use
  • Multi-access: as a SaaS platform it can be accessed by multiple people at the same time
  • Good visuals: a lot of care has been taken on creating visuals that look good


  • No live operational data: as noted above Bagheera do not consider this an operational tool so it does not support loading operational data in maps

CustomersFirst Now

(Updated 29 May 17)

CustomersFirst Now was founded in December 2014 when the company acquired Mulberry Consulting. Their investors and founders are current CEO of IHSMarkit, Jerre Stead and former SVP Customers First at I H S, Kerri K Nelson.

The system was launched in July 2016 so it’s a new arrival on the scene.



Prices start at USD500 per month for a 2 Author/20 Map system and go up to USD1,500 per month for an unlimited author/unlimited map system.

This puts the system in the mid-price bracket for journey mapping tools.


  • Built from the ground up on Azure SaaS: This is a brand new platform, built from day one on the Microsoft Azure architecture. As a result, the company is able to leverage the latest development tools. They are suggesting a 6-8 week cycle of adding new features to the system.
  • Easy to use: the interface is intuitive and easy to use with modern features such as drag and drop. This reduces the learning curve for implementation.
  • Multi-access: “Authors” are able to make changes to maps and publish them in real time. Unlimited “viewing” access gives everyone in the organisation the ability to see the maps.
  • Nice filter and views: there are some nice filtering and reporting features that allow you to quickly view the maps through different lenses: pain points, Moment of Truth, Business Owner, etc.
  • Action tracking: there is some simple action and goal tracking included in the system.
  • Exports: you can export data to a variety of formats including PDF.
  • Flexible maps: the maps layouts and element attributes are flexible and easily configured.


  • No live operational data: No way to import data live from other business systems to populate the map. For instance, if you want to track transactional NPS for a touchpoint it has to be manually entered. I’m told this is on the development roadmap.
  • Limited dashboard view: The current dashboard focuses on the statistics of the journey maps — number of maps, number of touchpoints. Unfortunately it does not yet report on the status of all touchpoints easily or comprehensively. So you can’t quickly view touchpoint attributes and performance against goals. I’m told this is on the development roadmap.
  • No map view: No process map view of the data; it is limited to a rows and columns format.

Microsoft PowerPoint


Yes it’s a bit old school but PowerPoint can be a very effective tool for documenting customer journey maps.


Included for most businesses that use the MS Office suite of products.


  • Familiar tool: This is a very common tool for business users, so the learning curve is basically non-existent.
  • No additional cost: If you have the MS Office suite of products then you probably already have it so there is no additional software to purchase
  • Very flexible: The flexibility of shapes, layouts and linking elements is very large and they are easy to format in terms of colours and sizes.
  • Limited collaboration features: In later versions of PowerPoint users can work on a presentation/map at the same time.
  • Document portability: It is relatively easy to export/import data to/from the software so you’re not stuck in the one platform.


  • Not built for mapping: PowerPoint is not really designed as a process or mapping tool and so many of the tasks you will perform often, e.g. linking shapes, don’t have short cuts.
  • Too flexible: The extreme flexibility means that different people will format maps in different ways and this can detract from the consistent view you might want. Also the flexibility means staff may spend too much time on getting formats consistent.
  • Hard to print large format: Getting page sizes correct can be difficult and there is no easy way to create large scale (think several feet or metres across) documents formatted and printed.

Microsoft Visio


This is a general purpose process mapping and software design tool developed by Microsoft. It’s been around for many years and is quite mature.


Approximately: AUD450 or USD300


  • Low training requirement: Visio is like PowerPoint but with a process design straight-jacket. The interface is very familiar and relatively easy to learn.
  • Process design focused: Because it is a process design tool many repetitive tasks, like joining shapes, have default actions so it’s quick and easy to document your map.
  • Standard symbols: It has a range of standard symbols and forms from which you can select. Many have built in behaviours that make it easy to create maps.
  • Limited flexibility: While there are many formatting options, the straight-jacket limits the infinite freedom of PowerPoint and it is quicker and easier for users to get to a finished document that looks good and is consistent with others.
  • Easy document printing: Visio is designed to print large documents easily and will, by default, let you create any sized map you like. Then when you go to print your map Visio simply splits it up into a jigsaw of printed pages that you can join to create your map in large scale.
  • Document portability: It is relatively easy to export/import data to/from the software so you’re not stuck in the one platform.


  • Added cost: As a specialist piece of software you will probably not have a copy on everyone’s desktop. While it’s not especially expensive when you start rolling it out to multiple desktops the price can mount up.
  • Static maps: Visio was never designed for multi user sharing and editing of documents so documents can become centred on just one person, reducing the ability to share the map across the organisation.
  • Difficult collaboration: Visio stores maps as files and while you can share the files, merging changes from different users is not automated.


Canvanizer is a general purpose business documenting tool that started out focusing on the Business Model Canvas.

The Business Model Canvas was made famous by Alexander Osterwalder and Yves Pigneur in their book Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

Canvanizser also has a range of other documents it can produce, including Customer Experience Canvases and Service Design Canvases.



Free, at the moment.


  • Price: as far as I can tell this is a free service
  • Simple: setting up a new canvas is easy (1 click) and it’s quite easy to use.
  • Easy to use: Adding elements and moving them around is drag and drop
  • Sharing is easy: you can share editable and read only links to the canvas


  • Fixed format: the format of the canvas is fixed with specific areas and terms. If you don’t like the way the map is laid out there is nothing you can do to change it.
  • Printing is not great: while it’s easy to share the map electronically, printing it out to post on the wall relies on your browser’s printing functions and so is quite limited.
  • Text only: each of the elements is fixed format and text only so you can’t add pictures or diagrams to the map.


(Updated 31 March 2022)

Smaply was created by the co-authors of This is Service Design Thinking. Based on their theoretical background, they designed this journey mapping tool to support small and large teams to collaborate and scale journey mapping in organisations

Smaply Editor


  • Free Plan
  • Paid plans start at 19 Euro per person per month


  • Customisable template: Different detail levels allow the customisation of journey maps by adding storyboards, channels, emotional journeys, dramatic arcs, storyboards, backstage processes and much more. Templates can be duplicated and re-used. Personas and stakeholder maps can be customised with a drag and drop editor.
  • Learning resources included: Video tutorials and guides for journey maps, personas and stakeholder maps help lead you through the design process.
  • Export options: There is the ability to export the maps to high-resolution PDF files for printing on posters and other large format printers. Exports are also available in PowerPoint, PNG and Excel formats.
  • Feedback mode and sharing: users can collaborate directly in-app (various user access levels are available), or have read-only access to an HTML version. Others can be invited to give feedback via the integrated comment mode.
  • Scaling through journey map hierarchies: journey maps can be linked together to connect projects, illustrate hierarchies, re-use findings and keep the overview on large numbers of journeys.
  • Sharing: Ability to share maps between people electronically, as a cloud service it’s easy to provide other people with the ability to view and edit the maps.
  • Integrations: Integrates with Google spreadsheets for live data visualisation. Allows the upload of files to journey maps so they can be used as an insights hub. Lastly, an API is available for enterprise customers.


  • Fixed format: all of the programmed mapping tools suffer from this issue of not being 100% free format – mind you this is also a pro in that you have fewer choices so you can focus on the mapping task rather than formatting and layout options.
  • End of agreement data access: As with any SaaS tool set you need to consider what will happen to intellectual property you have developed if you decide to cease using the tool. Can it be easily transferred to other systems? On this case data is downloadable as PDF, PNG, PowerPoint and Excel.

Touchpoint Dashboard

Touchpoint Dashboard is a combined mapping and reporting system that allows you to draw a customer journey map and then overlay data from the business on the map elements.

[Update 19 October 2015] Touchpoint Dashboard has now been acquired by Strativity — a customer experience consultancy.



Starting at USD74 per month for 1 user and 3 projects, growing to USD625 for 5 users and with the availability of corporate editions.


  • Integrate business data: Touchpoint Dashboard can to show live business data on the map. This approach changes the map from being a simple document to a living report.
  • View the maps in different ways: You can enter the data in one way and then view in another. So after the map has been created it can be viewed via a few different lenses including by company area and emotion, journey step stage with emotional value and stage by company channel.
  • Sharing: Sharing is done by interactive story board, allowing people to review, comment and contribute to the map.
  • PDF output: Output to PDF is supported allowing you to print the map large scale.
  • Multi-media: Adding various type of media is supported: allowing you to, for instance, link a video of a customer interaction to add detail to the touch-point.


  • Fixed Format: again in this approach the map layout is relatively fixed. If you like the way the map is laid out that’s fine, but if you don’t you will have to fit into it’s approach.
  • Cost: the costs for the service are not high but they are ongoing and per user based.
  • End of agreement data access: As with any SaaS tool set you need to consider what will happen to intellectual property you have developed if you decide to cease using the tool. Can it be easily transferred to other systems?


(Updated 14 December 2018)

UXPRESSIA looks to be developed by a small team and is an easy to use tool.

It allows you to create customer journey maps, personas, and impact maps. Using a simple two-dimensional grid (much like Excel) users can add rows sections (User Goals, Process, Experience, etc) and columns (stages in the process) to the map. It offers other features, such as real-time online collaboration for multiple users, live integration with prototyping and analytics tools, custom branded export, user management, and presentation mode.


  • Free Plan
  • Paid plans start at USD24 per person per month


  • Project Organization: for companies running multiple journeys this tool will manage your persona sets with your maps. This also means you can copy entire projects and share them with the team.
  • Solid Persona tool: a flexible and functional persona tool provides the ability to add custom fields, change the look of the personas, with lots of details that can be added to your persona definition.
  • Journey Mapping help: Lots of on-line help about the customer journey mapping process itself.
  • Easy to learn: Looks good and the learning curve is quite shallow
  • PDF Export: Export to PNG or PDF for large scale printing.


  • Row and Column presentation: While this is easy to use and the sections are flexible it does not provide a journey view
  • No operational data on the map: There is no ability to load operational data on touch-point performance.

Visual Paradigm

Visual Paradigm has its roots in software design and data models.

In many ways software requirements collection and design processes are very similar to customer journey mapping. Both require features such as user (customer) requirements collection, process flow design, task management, etc.

So while this tool has been designed for software development it can be used very effectively for customer journey mapping. Plus it is currently sitting at version 12 so the software has a long history and a deep functionality set.



Starting at USD5 per month per user but the USD35 per month version would be needed for customer journey mapping.


  • Collaborative modelling: in the software industry is it common for several software developers to write code on the same program in parallel. This sounds like a recipe for disaster but the industry has developed processes to allow this to happen safely. Visual Paradigm has these processes built deeply into the product. The benefit for customer journey mapping is that it allows several people to work on the process independently and then merge their ideas quickly and effectively.
  • Deep functionality in service and process design: The process and service designer elements of the system are very flexible. For instance the Business Modelling feature includes a built in RACI responsibility matrix
  • Integrated task management: Tasks that arise from the process can be handed off to a task management module with project management abilities.


  • Steep learning curve: this is a sophisticated product focused on the software development industry. It is flexible enough to be used in customer journey mapping but it will take time to develop an effective approach and train staff in its use. The features are very relevant but many of the terms used for those features will be unfamiliar to non-software developers in the organisation.
  • Cost: the costs for the service are not high but they are ongoing and per user based.


According to the developers, “UX360 is a single platform for creating and sharing all of your UX and CX assets, with a direct link to the underlying research data.”

This tool seems to be focused on UX and software design rather than general CX mapping.



USD500 per month for 3 authors, going to USD2,500 per month for 10 Authors plus a one time setup fee of $2,500.


  • Integrated application: The tool allows you to create and link a range of data sources within the same tool.
  • Different views: Containing specific views and tools for storing research, building personas, mapping processes and task assignment, it provides an integrated solution to the customer journey mapping process.
  • Easy sharing: Sharing is browser based so it should be simple and easy to access in many places.


  • Steep learning curve: As with any sophisticated software tool you will need a change management process to set this up properly in your business.
  • Price: At the highest pricing level of any software reviewed this is a strictly Enterprise solution.
  • End of agreement data access: As with any SaaS tool set you need to consider what will happen to intellectual property you have developed if you decide to cease using the tool. Can it be easily transferred to other systems?


According to the developers:

suitecx® allows users to make fact based decisions and process improvements that are grounded in the customer experience. Customer-centric diagnostics, touch inventories, experience maps, data-driven personae and customer storytelling and precision marketing are all components of this groundbreaking software.

This tool is an integrated CX mapping tool with substantial functionality. It also comes in two versions: a comprehensive tool (suitecx) and a “buy by the unit” tool called Primer Products.

It also includes some marketing roadmap features.



Pricing for the suitecx product USD15,000 p.a. per module (visualizecx, diagnosticcx, precisioncx) for 3 users. Each unit of the Primer Products is USD50 per month per user.


  • Integrated application: The tool allows you to create and link a range of data sources within the same tool.
  • Comprehensive: Certainly this tool appears to provide a very comprehensive range of functions and views of the data – story maps, process flows, grid view, virtual sticky notes, roll-up views, survey data integration, prioritisation, road-maps, contact strategy, campaign planning
  • Easy sharing: Sharing is browser based so it should be simple and easy to access in many places.


  • Still in development: While the full tool envisages a substantial range of features, several of them appear to not yet be launched (collaboratecx, processcx, campaigncx) As with any sophisticated software tool you will need a change management process to set this up properly in your business.
  • Price: Pricing is at the top of the market.
  • Just released: with the first releases of the product being in last 2014 this software is early in the development cycle so care needs to be taken.


According to the developers:

Journifica™ is mapping and survey-based software that facilitates the exploration of customer journeys, patient journeys and learner journeys. It could also be used to validate business processes.

Combining the mapping and customer survey tools, this is a narrowly focused tool that has been developed by a consultancy in the customer experience space. As such they offer the tool and can provide consulting support as well.

As of now [23 Oct 2015] Journifica is in private beta so their website lacks some details of the content to come, e.g. the website is missing (the”Tour” section). When it comes out of beta it will be more clear exactly what capabilities it has.


$399USD per journey/process map (“journey”). You get: Mapping toolset, respondent management toolset, reporting tools

+$39USD per named (in system) survey respondent is another consulting organisation that has launched journey mapping SaaS software along with training and facilitation.

While the site has a range of descriptions of the software it does not show it or give any detail on how it works. Notably, while it is called “Touchpoint Mapping” it is described as a “customer experience research and analytics platform” so it appears to be more of a reporting tool than an integrated customer journey mapping tool.


USD2,500 per month for 5 users, USD4,500 per month for 10 uses, unspecified corporate pricing.

The Right Customer Journey Mapping Tool For You

Of course, there is no one right solution for all organisations.

I’m inclined to steer away from software developed by consulting organisations. While they have a good understanding of what is needed, software development is a specialist skill. And as their “first love” is consulting it will always pull management focus and resources away from software development.

Having said that here are a few suggestions on which software to look at based on the size of organisation and how long you have been mapping processes.


If you are a large organisation, with many staff, all working together on customer journey mapping then these tools offer the level of features you will probably be looking for:

  • UX360
  • Visual Paradigm
  • suitecx

They are large scale with very full feature sets that allow you to not only map your customer journey but manage the process of improving it.

However, these tools require a substantial investment in process design so they are expensive both in term of software fees and organisational time to implement.

Small to Mid-Tier

For small to mid-tier organisations, unless you are a software development company, you will not need to power of the Enterprise solutions.

So, if you’re just starting on the customer journey map journey (pun intended) then you should probably start with:

  • Microsoft Visio

I say that because it does not have many restraints and you will be able to build the map that works best for your needs. You can quite quickly build some real maps, experiment with what works for your organisation and gain experience.

After you have some experience though, the need to share maps with the rest of the organisation and make them a living document will become more important. At this point you may want to move over to one of the SaaS platforms. Of those options the following two have a good set of functionality and is where I would start:

  • smaply
  • Touchpoint Dashboard

Of course, much like customer feedback, creating the map is the easy part of the process. Software can help you document the map. But you need to share it, use it as a living document and drive continuous improvement in the business to generate value.

Download this customer journey mapping software review as a PDF you can refer  to later.Download report now. 
cx tribe

Join >5,000 CX Professionals

Genroe uses this information to send you the CX Tribe e-Newsletter. You may unsubscribe at any time. View our Privacy Policy.