11 Customer Journey Mapping Tool Features (Plus Definition)

By Indeed Editorial Team

Published April 2, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Customer journey mapping tools help businesses understand their customers better. You can use journey mapping to make improvements to your business or product to meet your audience's needs. Understanding how you can use these tools to improve your customers' experiences may help increase your revenue and brand reputation. In this article, we discuss what customer journey mapping tools are and list 11 important features to have in your mapping tools.

Related: The Customer Development Process: Definition and Steps

What are customer journey mapping tools?

Customer journey mapping tools are digital devices business professionals can use to understand their consumers' buying process. Some factors that affect a customer's journey include their needs, goals and attitudes. When professionals use mapping tools, they're able to understand their customers more and group them together based on similarities. They collect qualitative and quantitative data, including customer's geographic location, how they interact with products or services and the actions they take on a company's website.

The buying process involves six steps:

  • 1. Problem recognition: The consumer recognizes they're encountering a challenge and may need a product or service to help resolve it. For example, a consumer may have a challenge with dry, winter air in their home and they're interested in finding something to fix it.

  • 2. Information search: The consumer researches the different products or services they can use to remedy the challenge. For example, while researching a solution to the dry air in their home, the consumer may decide to buy a room humidifier.

  • 3. Evaluation of alternatives: The consumer determines the product or service options they have by comparing prices and features among different brands. For example, they may research four different brands of humidifiers based on criteria such as their budget, product color and settings.

  • 4. Purchase decision: The consumer decides which product or service they want to purchase. For example, the consumer may determine that the MoistureMaster humidifier is within their budget and has the features they desire, so they decide to purchase it.

  • 5. Purchase: The consumer completes the transaction of purchasing the product or service. This can occur online or in the store.

  • 6. Post-purchase evaluation: The consumer evaluates whether the product or service met their needs and satisfaction. For example, after using the MoistureMaster, the consumer may either determine they made the right choice or decide they want to return it and begin the buying process again.

Related: 15 Types of Sales Materials To Move Consumers Forward in the Buying Process

11 important features in customer journey mapping tools

If you're planning to use a customer journey mapping tool, consider these 11 important features:

1. Enhance customer experience

Customer journey mapping tools with features to enhance customer experience can help you compile all the data into actionable insights. You can use these insights to help stimulate an increase in customer loyalty and satisfaction. Pleased customers are more likely to recommend your brand to their family and friends, which may increase your business revenue and gain new potential leads—consumers who are aware of your brand, products or services but haven't made a purchase yet.

Related: 11 Customer Experience KPIs to Track (And Why They're Important)

2. Locate errors and bugs in a system

The ability to locate errors and bugs in your program can help you avoid any disruptions in your data processing. When the system finds any errors or bugs, it can either resolve the issues if it has the capabilities or it can alert you to attend to the challenges it found. When the system locates these challenges and alerts you quickly, you may experience less downtime in recording your customers' journey data.

3. Determine bottlenecks in a process

A customer journey mapping tool may have a feature to identify where any bottlenecks are in your computer network or production. A bottleneck is a point in the process that slows down production. Once your mapping tool identifies one, you can find solutions to remedy the challenge and enhance your systems. This may help improve a customer's experience with your company because increasing the speed of your process can lower the time a product spends in production and get it to the customers faster.

4. Gather customer feedback

When your customer journey mapping tool can gather customer feedback, you learn what your customers would like to see the company do in the future. Then you can use those observations to enhance their experience and satisfaction. You can also see customer feedback based on their behavior on your website. When analyzing the data, you may discover that a feature on your site is challenging for users to navigate and determine where you can make adjustments.

Related: Guide to User Feedback and Why It's Important (With Tips)

5. Ability to drag and drop

When coding, it's helpful for your mapping tool to have a drag-and-drop feature. This allows you to edit, organize and rearrange your data with more ease. Those who might not have much experience with coding can still use the tool easily with the drag-and-drop feature. Some tools may require you to create your own feature, while some tools may have it built into their system.

6. Option to collaborate and share with others

Collaboration features are helpful when you're working with a team. They allow all team members to have access to the same information, which can help increase productivity on a project. Team members can then use the data on their own rather than requesting and waiting for information they need. You can also use this feature to gather feedback from your team members, which can help you make choices to increase your customers' journey satisfaction.

7. Revert drafts

Tools that allow you to revert to older drafts and edits are helpful because they allow you to correct mistakes. This feature restores your draft to the last version saved before any edits you or your team member recently created. You may find this especially helpful if you've made several edits to your document that you want to undo quickly.

8. Build intuitive customer journeys

An important feature you can look for is a system that intuitively helps you build your customer journey. This is helpful if you're unsure what next steps to take. An intuitive program can make suggestions about what you can do to build and improve your customer journey. After providing a general outline of the step, it gives you the ability to customize it based on the company's needs and the products or services you sell.

9. Integrate simple data

A system that automatically integrates your data allows you to connect your existing data with your customer journey data. Then you can compare both sets of data with ease. This can help you save time and focus on other ideas, such as ways to improve your customers' journey.

10. Use or build templates

It's helpful if your tool has a templates library for you to use. These can help you save time and organize your data. It's beneficial if you can customize the templates to fit the company's needs or create an entirely new template to use in the future.

11. Create customer touchpoints

Customer touchpoints are points of contact a brand makes with its consumers, either through advertising or when consumers call the customer service line. Tools with customer touchpoints allow you to collect data from areas outside of your website, such as social media or email. This type of data can help you determine how your customers and potential leads feel about your brand, so you can make decisions and adjustments that may lead to an increase in their loyalty.


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