Celebrating 50 000 downloads of the Customer Journey Map

Since the beginning, our focus at Columbia Road has been creating business impact. When we noticed in 2017 that most available customer journey map templates only represented the customer's perspective, we saw an opportunity to create something different, something comprehensive. That’s when we designed the Customer Journey Map, which has now been downloaded over 50 000 times globally.

The Customer Journey Map is an all-encompassing template targeting specifically those items in the customer journey that have a business impact. It’s a simple tool that allows you to map customer actions, motives and experiences along the journey, combining these with people who are responsible for these activities. As a result, you'll be able to pinpoint pain spots and areas of success, both for your customers and within your organisation.

When designing the Customer Journey Map, we knew we wanted to create a tool that could easily be utilised by any business or learning institution. However, I don’t think any of us designing the template could’ve guessed just how popular it would become. 

Since we launched the tool in 2017, it has now been downloaded over 50 000 times worldwide. The Customer Journey Map is utilised by companies such as Tesla, Amazon, Target, and J.P. Morgan – as well as by universities such as Johns Hopkins University and Yale University.

While the canvas has travelled at times even further than we have, we’re especially happy about how the tool has helped our clients improve their customers’ experiences and business impact. It’s often the starting point for our client projects, helping create a holistic understanding of the customer journey, as well as identify the points we should focus on in our work.

Ira Sydänmaanlakka, described how the tool helped F-Secure kickstart renewing their web experience: "Columbia Road's Customer Journey Map has helped us in a big change to define the customer experience's target state and identify pain points often found between teams and functions. The strength of the tool is linking the customers' goals to the business goals, and the comprehensiveness of the tool helps to identify factors affecting the customer experience from within the organisation."

With now over 50 000 users, we believe the Customer Journey Map’s journey is only beginning. Recently we made the canvas available on Miro, allowing teams to work with it collaboratively online. Here’s to the next 50 000!