12 Best Customer Journey Mapping Tools for Growing Teams in 2021

One of the best ways to enhance your customer service is by seeing things the way your customers do, which you can easily do with a tool like Appzi.

Getting their perspective helps you understand what they want and need. Having a clear vision of how they view your products and services gives you an idea of how to improve and help them better.

However, unless you’ve been in their shoes, you will never get a glimpse of the way they perceive your business.

This is why customer journey maps can help. They give you a clear understanding of your customer’s point of view, and they help you create a data-driven customer journey that can lead them to engage with your brand deeply, purchase your offers, and exhibit customer loyalty.

This article will compare and discuss twelve of the most trusted customer journey mapping tools to help you establish successful customer journey maps for your business. Moreover, let’s take a look at why their customers love to use them.

CompanyPricingUser interface ratingUsability ratingIntegrationsG2 rating
CanvanizerFree tier available.

Paid plans start at $25/year.
4 out of 54 out of 5N/A4.3
CustellenceFree tier available.

Paid plans start at ~$24/month per user.
5 out of 55 out of 5Learn more4.0
SmaplyFree tier available.

Paid plans start at ~$22/month per user.
5 out of 5

4 out of 5Learn more5.0
UXPressiaFree tier available.

Paid plans start at $16/month per user.
5 out of 55 out of 5Learn more4.7
Visual ParadigmFree tier and 30 day trial are available.

Paid plans start at $5/month per user.
4 out of 54 out of 5N/A4.5
FlowMappFree tier available.

Paid plans start at $12/month per user.
4 out of 55 out of 5Learn more4.7
Milkymap14-day free trial available.

Paid plans start at ~$117/month
4 out of 54 out of 5N/AN/A
LucidchartFree tier available.

Paid plans start at $7.95/month per user.
4 out of 54 out of 5Learn more4.5
MiroFree tier available.

Paid plans start at $8/month per user.
5 out of 55 out of 5Learn more4.9
CreatelyFree tier available.

Paid plans start at $7/month per user.
4 out of 54 out of 5Learn more4.4
Gliffy14-day free trial available.

Paid plans start at $10/month per user.
4 out of 54 out of 5Learn more4.1
Mural30-day free trial available.

Paid plans start at $12/month per user.
5 out of 55 out of 5Learn more4.7

1. Canvanizer

Canvanizer is a popular tool among professionals who collaborate with their teams to generate plenty of ideas for better innovation and business performance.

The company has many pre-structured canvas templates to offer, including those specially made for customer journey mapping (CJM) purposes. These intuitive CJM templates are so easy to use that it does not even need a set of tutorials for the user to master it.

Best of all, their templates can easily be shared with anybody so that companies can expect a smooth, fast, and productive collaboration process.

Pros:Cons:
Editable templates (Canvanizer 1.0)Demos for Canvanizer 2.0 only provides a preview of the settings (thorough and intensive learning is not available as of the moment)
Teams can work on a template at the same time (Canvanizer 2.0)Smaller teams might have to wait a bit to process requests
Upload images to your CJM (Canvanizer 2.0)
Choose from tons of fonts and languages (Canvanizer 2.0)
Export customer journey maps as PDF and PNG (Canvanizer 2.0)

2. Custellence

Custellence was developed with a vision to create the most flexible, efficient, and collaborative customer journey mapping tool for customer experience experts. Different industries have utilized its user-friendly interface to bring their customer experience ambitions to life.

This CJM tool helps organizations work strategically in all phases of development. With its jam-packed features, curated icons, versatile templates, multifaceted color palette, and unique image collections, journey mapping becomes a fun, quick, and hassle-free process.

Moreover, with advanced role permissions, you get to decide who can make certain changes in your work. That way, you can make your CJM accessible to the rest of your team while keeping it secured at the same time.

Pros:Cons:
Intuitive and easy to use (especially for first-time users)Early-stage startups might find Custellence expensive as paid plans start at $24 per month/user.
Export maps to CSV, PNG, or PDF
Integrate with other collaboration apps like Asana, Trello, Jira, and Salesforce
Work with your team simultaneously

3. Smaply

Smaply interface

Smaply is a company that helps organizations improve service design by creating customer journey maps with multiple personas for an insightful comparison of customer experiences in a single journey map.

This helps companies analyze how and why various personas have distinctive customer experiences and what factors could have influenced them. The information that comes from this analysis then becomes a powerful contributor in enhancing customer journeys.

When using Smaply, teams can seamlessly drag and drop elements on the map or include image and audio files to make the customer journey map more realistic, thorough, and accurate.

“Customers love Smaply because of its:

  • Quick and professional exports
  • Maps’ sharing and comment mode
  • Storyboard images developed by the company’s in-house designers and Noun Project integration
  • Templates and other learning materials made by service design experts
  • Journey map hierarchies that are in handy for coordinating projects.”

Katharina Rainer, Head of Marketing and Communications


Pros:
Cons:
Enjoy the step-by-step product guide for new customer journey mapsThe tool might be too sophisticated for small companies
Customize backstage activities
Export your customer journey maps to PDF, Excel, PNG, or PPT
Enroll in a free course on customer experience innovation
Smaply worked with big and highly-recognized companies like Nike, Hertz, Adobe, EY, Swisscom, and many others
Special offers for educational and non-profit organizations

4. UXPressia

UXPressia interface

UXPressia is a customer journey mapping tool that focuses on delivering high-quality customer journey maps that can be integrated with real-time data gathered from web analytics tools.

It also allows users to embed code from a plethora of apps for better visualization and identification of preferred customer paths and opportunities for the business.

Moreover, as UXPressia gives you the ability to work with various channels, work will become easier for you and your colleagues. You can work simultaneously with your team and create necessary changes on your CJMs that appear across all connected devices.

Customers love UXPressia because:

“UXPressia speeds up the journey mapping process at least twice compared with users’ old way of working. It also ensures the look and feels of consistency across all organization’s assets. The platform is intuitive and easy to use, and customer journey maps built there are designer-quality, so you don’t need to involve a designer when working on them.”

Tanya Levdikova, Head of Content


Pros:
Cons:
Choose from 60+ templates for various industries and business needsThe free plan is limited in terms of functionality
Connect with Figma, Google Analytics, InVision, and Mixpanel
Export to PDF, CSV, PNG, and PPT
One month free trial on self-paced UX courses
Special programs for nonprofits and educational institutions
Has an impressive list of customers, particularly Fujitsu, Magento, Huawei, Michelin, and Pfizer

5. Visual Paradigm Online

visual paradigm online interface

Visual Paradigm Online aims to enhance IT coordination, business agility, and innovation by providing a feature-rich customer journey tool with 38 templates for users to choose from.

Furthermore, with its integration of project management and development processes, seamless collaborations are easily done for continuous business improvement.

Lastly, Visual Paradigm has a library of forms and analysis work items that you can utilize to create data-driven customer journey maps that fits your needs.


Pros:
Cons:
Collaborate in real-timeWatermark upon export in the free version
Access different diagrams created by the company’s user communitySome users reported glitchy movement of elements
Use Royalty-free photos and illustrations in your CJM
Export customer journey maps to JPEG, PDF, and PNG formats
Visual Paradigm offers other technical and business products other than CJM tool

6. FlowMapp

flowmapp interface

FlowMapp is created as a SaaS for UI/UX designers who want to create extraordinary apps, websites, and platforms for fun and optimized user experience.

It allows businesses to create personas, user flows, site maps, and other customer journey blueprints that would help them understand the goals, needs, expectations, and feelings of their clients. It works really well especially if you combine it with a customer feedback tool like Appzi.

FlowMapp offers six intuitive CJM templates and other features like sharing projects and the creation and export of maps for a convenient workflow of customer-related tasks.

Lastly, it helps you create a detailed customer journey map with the use of different personas, preset blocks, various technologies, channels, and drag and drop options — making the entire space versatile and modular.

Users love FlowMapp because:

“It helps organizations plan and create extraordinary user experiences for their website. FlowMapp also enables teams to collaborate closely on web development processes, increasing their productivity and saving time.”

Yulia Medvedeva, Head of Content



Pros:


Cons:
User-friendly and interactive interfaceThe free plan doesn’t support team collaboration
Interactive product guide to tour users around the tool
Import visuals to customer journey maps
Daily backups, support, and SSL encryption across all plans
Export maps to CJM to SVG, PNG, PDF, and DOCX
Special price for educational organizations
Used by renowned companies like InVision, Accenture, Intel, and Unicef

7. Milkymap

milkymap interface

Milkymap is an ideal customer journey map tool for large organizations as it places great value on both customer experience and collaboration.

Its enterprise solution — the Milkymap Galaxy — allows CX managers to develop templates, control users, and set up labels and data fields that provide their teams with a clear overview of every customer journey.

Milkymap is also very simple to use so that even less experienced mappers can maneuver the tool easily. It is filled with features, designs, and API connectors that professionals can use to make an insightful and creative customer journey.

Customers love Milkymap because:

“Our customers don’t temporarily improve customer experience. They transform organizations in a way that they become customer-centric. This way, the organizations Milkymaps works with can continuously work on customer experience without having to hire consultants. Milkymap product can be used without and with guidance from Milkymap Consultancy.”

Danny Peters, CEO



Pros:


Cons:
Import previously made customer journey mapsThe free plan doesn’t support team collaborationSign-in may involve the provision of extensive info (such as the address and contact details of your company)The free plan doesn’t support team collaboration
Create user segmentsNot a good fit for early-stage startups
White-label and customizable CJMs
Used by big companies like T-Mobile, Orange, Vodafone, and many others

8. Lucidchart

lucidchart interface

Lucidchart is a company that provides scalable diagramming solutions for teams working in various departments like IT, sales, HR, engineering, and project management.

It offers hundreds of customer journey templates that companies can utilize to enhance every phase of the customer journey. With its intuitive user interface and state-of-the-art integrations, technology, and security, Lucidchart fosters collaboration between teams and their stakeholders.

More importantly, this tool supports in-editor commenting and chatting, so communication remains up-to-date, and version control stays mitigated and organized.



Pros:


Cons:

Seamless onboarding experience
Not for users who are looking for interactive maps
Ready-to-use customer journey map templates
Commenting and in-editor chatting
Import maps from Omnigraffle, Gliffy, Visio, and Draw.io
Import data from Excel, Google Sheets, and CSV
Integrates with 32 tools
Used by companies like Amazon, Google, HP, Asana, and many others

9. Miro

Miro is an online whiteboard that is ideal for cross-functional teams. Project managers, developers, and organizations use them to collaborate, brainstorm, strategize and visualize ideas for an improved customer experience.

It is also great for meetings, workshops, research and design, and other activities that may require visual mapping, explaining complex processes, and diagramming different concepts.

It also has two customer journey mapping templates that users can optimize to significantly align white-labeled internal teams and customers for a remarkable customer experience. With its integration and collaboration features, the work can be accomplished faster and smoother.



Pros:


Cons:

Flawless onboarding experience
Elements may take a while to load sometimes
Integrate with 100 tools for better output
Enjoy real-time interaction with zero latency
Teammates can comment on the CJM
Clients include HP, Dell, Deloitte, CISCO, and many others
Interactive online community (with training videos and a learning academy)

10. Creately

creately interface

Creately is a great visual workspace platform that caters to the needs of different industries in collaborating, ideating, planning, analyzing, and implementing projects.

It stores over 1,000 templates that are specifically made for certain scenarios, along with over 70 diagram types and five customer journey map templates.

You can opt to modify your templates based on your preferences and needs, and you can collaborate with the rest of your team to produce ingenious ideas that can elevate your user experience to the next level.



Pros:


Cons:

User-friendly sign up process
Too small font sizes on export sometimes
Import PNG, JPEG, BMP, SVG, GIF, and ICO files (to a maximum of 2MB)
Export customer journey maps in PNG, JPEG, SVG, and PDF formats
Has an excellent roster of clients, like the National Geographic, Paypal, Amazon, and NASA, among many others

11. Gliffy

gliffy interface

Gliffy is a powerful diagramming software with over 16 million users worldwide. With its drag-and-drop feature and interactive interface, users can create diagrams and other necessary flowcharts to represent ideas, compare information, and understand concepts.

With its native Atlassian integrations, Gliffy makes collaborating and accomplishing tasks easier. This software may not focus entirely on customer journey mapping tools, but creating customized CJMs is possible by utilizing ready-available shapes.

You can share your CJMs through URLs or by embedding them in your favorite tools, such as Trello, Slack, and more. You can also select those who can edit, comment, or view the project.

Customers love Gliffy for three main reasons:

“It has a fast and intuitive drag-and-drop functionality.

It can be integrated with other apps like Trello, Slack, Confluence, WordPress, HipChat, Basecamp, Teamwork, and G-Suite.

It stores powerful features such as version pinning, which helps you monitor changes upon adding details and making changes.”

Samie Kaufman, Senior Marketing Writer



Pros:


Cons:

User-friendly sign up process
Too small font sizes on export sometimes
Import PNG, JPEG, BMP, SVG, GIF, and ICO files (to a maximum of 2MB)
Export customer journey maps in PNG, JPEG, SVG, and PDF formats
Has an excellent roster of clients, like the National Geographic, Paypal, Amazon, and NASA, among many others

12. Mural

mural interface

Mural is a functional digital workspace that enables teams to collaborate and perform their tasks together. It has three pre-built customer journey map templates that organizations utilize to plan out every stage of the customer journey.

Its features enable users to share their thoughts, ideas, and feedback for improvements. Teams can also enhance the quality of their outputs by adding images, GIFs, and icons.

Lastly, this platform exhibits high-security standards and provides versatile security tools to respond to the compliance needs of various industries.



Pros:


Cons:

Collaborate on the go with the mobile apps for iOS and Android
Confusing to navigate for non-designer users
Interactive in-template instructions
Integrate with 23 different tools
Voting feature for large teams
Special offers for educational and non-profit organizations
Famous clients include BM, Atlassian, GitHub, Zapier, and Steelcase

Choose the Best Customer Journey Mapping Tool for Your Team

The right tool depends on a few things: the complexity of your customer journey, the maturity of 

your understanding of the journey, the structure of your team, and why you’re mapping the customer journey (what you want to learn from it).

The most important part isn’t really the tool you pick. It’s how you use it in incorporating the insights that you have with your customers’ journey.

Figure out how your customers feel about you. Capture insightful customer feedback and improve your website with Appzi now.

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