What are customer journey maps?

Customer journey maps are graphical representations of the steps a customer absolves when interaction with your organization. They can include a wide variety of information, including things like critical decisions, touchpoints, departments involved, IT systems, or any other points that are specific to your organization. When creating a customer journey map, you model your organization from the outside in. Hence, customer journey maps provide customer-centered entry points to your business process and/or enterprise application landscape.

Find out how to use custom graphics in customer journey maps.

Customer journey map elements

The following sections explain the customer journey map elements you can use in Signavio Process Manager.


Personas represent typical customers. A persona’s attributes and their associated banners define their motivations, goals and pain points, as well as typical characteristics like preferred media channels and IT savviness.


A female and a male persona.

Personas can be either female or male, depending on their gender attribute.


A customer element represents a persona at a specific step of a customer journey. You can configure customer elements to express their feelings and attitudes as gestures, for example as a thumbs up.


A customer.

As personas, customers can be either female or male, depending on their gender attribute.


Outcomes define what your customers are trying to get out of their experience. For example, an outcome of the customer journey of a banking customer might be obtain loan. Outcomes can be either successes (hoisted flag) or failures (flag on the ground).


Successes and failures.


Steps (connected through paths) show the sequence of events at a high level and form the backbone of a customer journey map around which supporting elements are arranged.


A sequence of steps.


Paths connect different step to define the flow of a customer journey.


Touchpoints represent steps where your customer comes into direct contact with your brand. Each touchpoint relates to at least one of your business processes and roles or IT systems. Touchpoints can be either physical (for example: a cash desk) or virtual (for example: social media).


Different touchpoints

Moment of truth

Moments of truth are key decision points that can make or break your business’s chance for succeeding with the customer. They are either barriers (requiring customer empowerment) or signposts (requiring a customer decision).


Moments of truth: barriers and signposts.


Triggers start a customer journey. They can be either ideas (inspiration-driven) or demands (driven by need).


A trigger.


Text labels describe specific customer journey map elements or element groups.


A text describing a customer’s thoughts at a specific journey step.


Decoration elements provide additional visual information to support specific process steps. For example, a package decoration element might indicate a delivery.


Different decoration elements.