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Customer 

Journey Mapping 

Research 

Report 2019
A study on software and techniques
used when working with customer
journey mapping.
contents
Executive Summary

Study Participants

Survey Results
Data Sources for Customer Journey Maps

Complementary Techniques

Software for Research Findings

Complementary Software
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...
Highlights from In-Depth Interviews
Digital vs Non-Digital Software

Customer Journey Map as a Living Document

Increasing Journey Map Credibility with Data & Analytics 

Connecting Research Findings to the Journey Map

Visualizing Marketing Campaigns

Keeping a Balance Between Design and Content 

Communicating Customer Journeys

Putting a Customer Journey Map into Action
03
15
04
10
11
12
13
14
17
18
19
20
21
22
24
25
This research aims at investigating the software used by organizations for storing and
processing quantitative and qualitative research data, building customer (user, employee)
journey maps, and communicating and implementing research findings.

Note that it is not a comparison of journey mapping software per se. Rather it is an
overview of complementary software within the customer journey map framework.
150 professionals and 14 in-depth interviews.
Executive Summary
The report is based on a global survey of
03UXPRESSIA CJM Research Report 2019 |
Study Participants
The survey was sent to 150 customer experience
professionals from the following countries:
Austria, Australia, Bulgaria, Canada, Denmark,
Estonia, France, Germany, Greece, Ireland, Italy,
Latvia, Lithuania, Netherlands, Poland, Romania,
Spain, Sweden, Switzerland, United Kingdom,
United States.
Survey
05UXPRESSIA CJM Research Report 2019 |
What is your current role?
UX Professional
CX Professional
Product/Project Manager
Consultant
Research
Sales/Marketing
Student
HR
Business Owner
Non-profit
Other
20.4%
15.6%
13.2%
12.6%
7.2%
5.4%
4.2%
2.4%
1.8%
0.6%
16.8%
0 255 10 15 20
20.4% of respondents were UX professionals,
followed by CX professionals and Product/Project
Managers.
Respondents’ Positions
06UXPRESSIA CJM Research Report 2019 |
What industry/project do you create journey maps for?
17%
12%
10%
9%
6% 6% 6%
5%
4% 4%
3% 3%
2%
14%
Te
c
h
n
o
lo
g
y
,m
o
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ile
a
n
d
 

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a
a
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ltip
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in
d
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s*
B
a
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in
g
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in
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e
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c
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re
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d
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rtisin
g
, 

D
ig
ita
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rk
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e
d
ia
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l
&
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rism
, 

E
n
te
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g
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tive
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itm
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n
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te
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2
B
O
th
e
r**
0
5
15
10
20
* Respondents mentioned working with more than one industry

** ‘Other’ included logistics, medical devices, public sector, utilities, telecommunications products, ICT.
07UXPRESSIA CJM Research Report 2019 |
Follow-up Interviews
When recruiting for follow-up interviews, we initially
tried to cover different job roles and industries. Pilot
interviews revealed that the responsibilities and duties
of people with the same job role vary greatly across
different companies. The size of the company influences
the communication style and how insights are shared
with the team. Also, the process of creating a customer
journey map and making changes based on it are
different for product teams and companies that work
for external clients.
Based on these criteria, we selected interviewees from
the pool of survey participants and supplemented this
group with other UXPressia users when no one from
survey participants matched the criteria used in the
survey.
08UXPRESSIA CJM Research Report 2019 |
Organization types: Business size:
finance, B2B, healthcare, entertainment,
software development, logistics, multiple
industries (agent), government.
Industries:
7 product teams

5 agencies

1 governmental service
Sizewise, we spoke to people from one-man, small
and mid-sized businesses, as well as corporations
with thousands of employees.
09UXPRESSIA CJM Research Report 2019 |
Survey Results
Before asking survey participants to list specific
software, we inquired about the sources where
respondents gather information for their customer
journey maps: brainstorming results, research
findings, support logs, etc. 

We assumed that respondents’ preferred data
collection techniques influence the choice of
complementary software.
* Under 'Other' the respondents suggested the following:

information research, return-path data, journey workshops mixing customers and
tech, internal operational data, progress and service blueprints, voice of customer
data and market research documentation


** This was a multiple-choice question and we randomized the answer order.
0 10020 40 60 80
Interviews with users and customers
Your own ideas and hypotheses
Team discussions
Observation
Online surveys
Web analytics
Usability testing
Support requests from customers
Other*
85.9%
71.8%
70.5%
62.4%
49%
47%
37.6%
36.2%
4.7%
Data Sources for Customer

Journey Maps
What data sources do you use for journey mapping?
11UXPRESSIA CJM Research Report 2019 |
We also asked the participants to pick other
service design techniques, frameworks, and
methods which they use along with journey
mapping as they also influence the choice of
software. This was a multiple-choice question and
we randomized the answer order.
* Under 'Other' the respondents suggested the following: 

Double Diamond, NPS, ecosystem mapping, art of opportunity and blue ocean
strategy mapping Ideation, behavioral groups, jobs to be done, design thinking, and
lean startups as overall methodologies, user research (interviews)
Complementary Techniques
What service design techniques, frameworks, 

and methods do you use along with journey mapping?
Mind Mapping
Service Blueprinting
Design Brief
Design Scenarios
Moodboards
User Shadowing
User Diaries
Service Safari
Other*
Experience Prototyping
Personas
Brainstorming
Usability Testing
Business Model Canvas
82.6%
65.8%
43.6%
36.2%
36.2%
30.2%
30.2%
26.8%
24.8%
20.8%
16.8%
15.4%
3.4%
6%
0 10020 40 60 80
12UXPRESSIA CJM Research Report 2019 |
Software for Research Findings
11%
10%
6%
4%
4%
3%
3%
3%
3%
3%
0 12102 4 6 8
Microsoft Excel/ Google Sheets
Top 10 software for research according to

47,8% of participants.
The survey included two questions about specific
software. The first question focused on the
software used solely during the research phase
for collecting data and storing and analyzing the
findings.
According to the survey,
52.2% of respondents 

do not use any software 

for researching, storing and
analyzing their findings.
* This was an open question
13UXPRESSIA CJM Research Report 2019 |
Data available in the full report
0 6010 20 30 40 50
Google Sheets / Excel
Google Docs / Word
Google Slides / Power Point
Notebook and pen
Sticky notes
Slack
Jira
Sketch
InVision
Trello
SurveyMonkey
Dropbox
Adobe XD
Evernote
Hotjar
Miro
Tableau
Asana
Airtable
Zapier
Notion
Usabilla
52%
48%
45%
40%
39%
28%
28%
28%
28%
26%
25%
16%
15%
14%
14%
11%
9%
9%
7%
6%
4%
3%
What other tools do you use when working with CJMs?
Complementary Software
The second software-related question contained
two parts. First, we asked an open question about
the tools that participants used on a regular basis
to elicit unprompted answers. After that, we asked
respondents to select items from the multiple
choice list of industry-standard software in case
they missed some tools when answering the first
part of the question. We also listed a notebook
and pen as an option and this non-digital method
proved quite popular.

The first question did not include UXPressia which
would be an obvious choice since the respondents
were active UXPressia users. So the tool is not
featured in the results on the right.
* Combined answers to the open-ended and multiple-choice questions
14UXPRESSIA CJM Research Report 2019 |
About UXPressia
is an online tool for customer journey mapping, creating personas and impact maps. It is an optimal balance
between sticker-and table-based solutions with an intuitive drag and drop interface and plenty of customizable
features.
UXPressia
contact@uxpressia.comFacebook Twitter Linkedin Pinterest
Download the full report

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Customer Journey Mapping Research Report

  • 1. Customer Journey Mapping Research Report 2019 A study on software and techniques used when working with customer journey mapping.
  • 2. contents Executive Summary Study Participants Survey Results Data Sources for Customer Journey Maps Complementary Techniques Software for Research Findings Complementary Software .............................................................................................. .................................................................................................. ............................................................................................................ ................................................ ..................................................................... ............................................................... ........................................................................ ....................................................... ............................................................... ........................................................ ................................................. ............................ ........................... .............. ..................... ... Highlights from In-Depth Interviews Digital vs Non-Digital Software Customer Journey Map as a Living Document Increasing Journey Map Credibility with Data & Analytics Connecting Research Findings to the Journey Map Visualizing Marketing Campaigns Keeping a Balance Between Design and Content Communicating Customer Journeys Putting a Customer Journey Map into Action 03 15 04 10 11 12 13 14 17 18 19 20 21 22 24 25
  • 3. This research aims at investigating the software used by organizations for storing and processing quantitative and qualitative research data, building customer (user, employee) journey maps, and communicating and implementing research findings. Note that it is not a comparison of journey mapping software per se. Rather it is an overview of complementary software within the customer journey map framework. 150 professionals and 14 in-depth interviews. Executive Summary The report is based on a global survey of 03UXPRESSIA CJM Research Report 2019 |
  • 5. The survey was sent to 150 customer experience professionals from the following countries: Austria, Australia, Bulgaria, Canada, Denmark, Estonia, France, Germany, Greece, Ireland, Italy, Latvia, Lithuania, Netherlands, Poland, Romania, Spain, Sweden, Switzerland, United Kingdom, United States. Survey 05UXPRESSIA CJM Research Report 2019 |
  • 6. What is your current role? UX Professional CX Professional Product/Project Manager Consultant Research Sales/Marketing Student HR Business Owner Non-profit Other 20.4% 15.6% 13.2% 12.6% 7.2% 5.4% 4.2% 2.4% 1.8% 0.6% 16.8% 0 255 10 15 20 20.4% of respondents were UX professionals, followed by CX professionals and Product/Project Managers. Respondents’ Positions 06UXPRESSIA CJM Research Report 2019 |
  • 7. What industry/project do you create journey maps for? 17% 12% 10% 9% 6% 6% 6% 5% 4% 4% 3% 3% 2% 14% Te c h n o lo g y ,m o b ile a n d d e sk to p so ftw a re ,S a a S M u ltip le in d u strie s* B a n k in g ,F in a n c e ,F in te c h H e a lth c a re A d ve rtisin g , D ig ita l m a rk e tin g ,M e d ia T ra ve l & To u rism , E n te rta in m e n t,H o sp ita lity R e ta il,E c o m m e rc e ,C o n su m e r g o o d s A u to m o tive ,D e a le rsh ip E m p lo ye e Jo u rn e y ,R e c ru itm e n t In su ra n c e E d u c a tio n a n d re se a rc h R e a l E sta te B 2 B O th e r** 0 5 15 10 20 * Respondents mentioned working with more than one industry ** ‘Other’ included logistics, medical devices, public sector, utilities, telecommunications products, ICT. 07UXPRESSIA CJM Research Report 2019 |
  • 8. Follow-up Interviews When recruiting for follow-up interviews, we initially tried to cover different job roles and industries. Pilot interviews revealed that the responsibilities and duties of people with the same job role vary greatly across different companies. The size of the company influences the communication style and how insights are shared with the team. Also, the process of creating a customer journey map and making changes based on it are different for product teams and companies that work for external clients. Based on these criteria, we selected interviewees from the pool of survey participants and supplemented this group with other UXPressia users when no one from survey participants matched the criteria used in the survey. 08UXPRESSIA CJM Research Report 2019 |
  • 9. Organization types: Business size: finance, B2B, healthcare, entertainment, software development, logistics, multiple industries (agent), government. Industries: 7 product teams 5 agencies 1 governmental service Sizewise, we spoke to people from one-man, small and mid-sized businesses, as well as corporations with thousands of employees. 09UXPRESSIA CJM Research Report 2019 |
  • 11. Before asking survey participants to list specific software, we inquired about the sources where respondents gather information for their customer journey maps: brainstorming results, research findings, support logs, etc. We assumed that respondents’ preferred data collection techniques influence the choice of complementary software. * Under 'Other' the respondents suggested the following: information research, return-path data, journey workshops mixing customers and tech, internal operational data, progress and service blueprints, voice of customer data and market research documentation ** This was a multiple-choice question and we randomized the answer order. 0 10020 40 60 80 Interviews with users and customers Your own ideas and hypotheses Team discussions Observation Online surveys Web analytics Usability testing Support requests from customers Other* 85.9% 71.8% 70.5% 62.4% 49% 47% 37.6% 36.2% 4.7% Data Sources for Customer Journey Maps What data sources do you use for journey mapping? 11UXPRESSIA CJM Research Report 2019 |
  • 12. We also asked the participants to pick other service design techniques, frameworks, and methods which they use along with journey mapping as they also influence the choice of software. This was a multiple-choice question and we randomized the answer order. * Under 'Other' the respondents suggested the following: Double Diamond, NPS, ecosystem mapping, art of opportunity and blue ocean strategy mapping Ideation, behavioral groups, jobs to be done, design thinking, and lean startups as overall methodologies, user research (interviews) Complementary Techniques What service design techniques, frameworks, and methods do you use along with journey mapping? Mind Mapping Service Blueprinting Design Brief Design Scenarios Moodboards User Shadowing User Diaries Service Safari Other* Experience Prototyping Personas Brainstorming Usability Testing Business Model Canvas 82.6% 65.8% 43.6% 36.2% 36.2% 30.2% 30.2% 26.8% 24.8% 20.8% 16.8% 15.4% 3.4% 6% 0 10020 40 60 80 12UXPRESSIA CJM Research Report 2019 |
  • 13. Software for Research Findings 11% 10% 6% 4% 4% 3% 3% 3% 3% 3% 0 12102 4 6 8 Microsoft Excel/ Google Sheets Top 10 software for research according to 47,8% of participants. The survey included two questions about specific software. The first question focused on the software used solely during the research phase for collecting data and storing and analyzing the findings. According to the survey, 52.2% of respondents do not use any software for researching, storing and analyzing their findings. * This was an open question 13UXPRESSIA CJM Research Report 2019 | Data available in the full report
  • 14. 0 6010 20 30 40 50 Google Sheets / Excel Google Docs / Word Google Slides / Power Point Notebook and pen Sticky notes Slack Jira Sketch InVision Trello SurveyMonkey Dropbox Adobe XD Evernote Hotjar Miro Tableau Asana Airtable Zapier Notion Usabilla 52% 48% 45% 40% 39% 28% 28% 28% 28% 26% 25% 16% 15% 14% 14% 11% 9% 9% 7% 6% 4% 3% What other tools do you use when working with CJMs? Complementary Software The second software-related question contained two parts. First, we asked an open question about the tools that participants used on a regular basis to elicit unprompted answers. After that, we asked respondents to select items from the multiple choice list of industry-standard software in case they missed some tools when answering the first part of the question. We also listed a notebook and pen as an option and this non-digital method proved quite popular. The first question did not include UXPressia which would be an obvious choice since the respondents were active UXPressia users. So the tool is not featured in the results on the right. * Combined answers to the open-ended and multiple-choice questions 14UXPRESSIA CJM Research Report 2019 |
  • 15. About UXPressia is an online tool for customer journey mapping, creating personas and impact maps. It is an optimal balance between sticker-and table-based solutions with an intuitive drag and drop interface and plenty of customizable features. UXPressia contact@uxpressia.comFacebook Twitter Linkedin Pinterest Download the full report