Introduction

Customer journey mapping (CJM) is the process of visualizing and analyzing the entire customer experience, from the initial point of contact with a brand to post-purchase interactions. In 2025, as competition intensifies across industries, creating a seamless, personalized, and frictionless customer journey has become essential for businesses looking to enhance customer satisfaction, loyalty, and retention. By understanding each touchpoint in the customer journey, businesses can better identify pain points, optimize processes, and deliver improved experiences.

With the increasing complexity of modern customer journeys, which span multiple channels and devices, businesses require sophisticated customer journey mapping tools that provide deep insights into their customers’ behaviors, preferences, and expectations. When choosing the right tool, it’s important to consider factors like multi-channel tracking, data integration capabilities, ease of use, and the ability to visualize complex customer interactions.

In this blog post, we will explore the Top 10 Customer Journey Mapping Tools in 2025, evaluating their features, pros, cons, and best use cases to help you make the right choice for your business.

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Top 10 Customer Journey Mapping Tools (for 2025)

1. Smaply

Short Description:
Smaply is a popular customer journey mapping tool that enables businesses to visualize, analyze, and optimize their customer experience across multiple touchpoints. It’s ideal for companies looking to collaborate on journey mapping and create detailed, actionable insights.

Key Features:

• Visual journey mapping with drag-and-drop functionality
• Support for personas, touchpoints, and channels
• Collaboration tools for team-based mapping
• Detailed reporting and analysis of customer behavior
• Multi-channel and multi-device tracking
• Exportable and shareable journey maps

Pros & Cons:
Pros:

• Easy to use with a simple interface
• Great for collaboration among teams
• Comprehensive reporting features

Cons:

• Can be expensive for small businesses
• Limited customization options for advanced use cases
• Learning curve for beginners

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2. Lucidchart

Short Description:
Lucidchart is a powerful diagramming tool that includes capabilities for customer journey mapping. It’s perfect for teams who want to create detailed visualizations of their customer journeys in an easy-to-understand format.

Key Features:

• Extensive library of templates and shapes for journey mapping
• Real-time collaboration with team members
• Integration with Google Workspace, Microsoft Office, and more
• Multi-platform access (web, mobile)
• Customizable design options for mapping
• Reporting and analytics tools

Pros & Cons:
Pros:

• Excellent for creating custom, visually appealing diagrams
• Strong collaboration tools for teams
• Integration with popular business software

Cons:

• Not specifically designed for customer journey mapping, so may require more customization
• Limited advanced analytics compared to specialized tools
• Can become expensive for large teams

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3. Microsoft Visio

Short Description:
Microsoft Visio is a versatile diagramming tool that can be used for customer journey mapping, offering a variety of templates, shapes, and customization options. It’s ideal for businesses already using the Microsoft ecosystem.

Key Features:

• Pre-built templates for customer journey mapping
• Integration with Microsoft 365 suite
• Customizable shapes and templates for journey maps
• Collaboration and sharing options
• Cloud-based access with real-time editing
• Advanced data linking and visualization features

Pros & Cons:
Pros:

• Familiar interface for businesses already using Microsoft tools
• Strong collaboration features for team-based mapping
• Highly customizable for advanced use cases

Cons:

• Expensive for individual users and small teams
• Learning curve for beginners
• Limited focus on customer journey mapping specifically

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4. Miro

Short Description:
Miro is an online collaboration tool that allows teams to create interactive and dynamic customer journey maps. It’s perfect for remote teams looking to collaborate on visualizing customer experiences in real-time.

Key Features:

• Real-time collaboration with unlimited boards
• Extensive library of templates and pre-built shapes for mapping
• Support for multi-channel customer touchpoints
• Sticky notes and comment features for team discussion
• Cloud-based with multi-device support
• Integration with popular business tools like Slack, Google Drive, and more

Pros & Cons:
Pros:

• Excellent for remote team collaboration
• Flexible and dynamic user interface
• Easy integration with other productivity tools

Cons:

• Limited customer journey-specific features compared to other tools
• Can become cluttered with too many users or boards
• Higher pricing for advanced features

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5. Adobe XD

Short Description:
Adobe XD is a design and prototyping tool that can be used to map and visualize customer journeys. It’s suitable for businesses looking for a high level of design flexibility and integration with Adobe Creative Cloud.

Key Features:

• User-friendly design interface for creating journey maps
• Support for wireframing, prototyping, and interaction design
• Integration with other Adobe Creative Cloud apps
• Real-time collaboration and feedback tools
• Interactive and animated prototypes for customer journeys
• Exportable design files for sharing

Pros & Cons:
Pros:

• Excellent design flexibility and prototyping features
• Integration with Adobe’s suite of design tools
• Strong for visual storytelling and presenting journey maps

Cons:

• Requires familiarity with Adobe tools
• Not specifically focused on customer journey mapping
• Steep learning curve for beginners

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6. Zoho Journey Mapping

Short Description:
Zoho Journey Mapping is part of the Zoho CRM suite, designed to help businesses map and automate their customer journeys. It’s ideal for businesses already using Zoho CRM and looking to integrate customer journey mapping into their existing system.

Key Features:

• Easy drag-and-drop interface for mapping customer journeys
• Integration with Zoho CRM and other Zoho apps
• Multi-touchpoint tracking and analysis
• Automated workflows and customer journey triggers
• Real-time reporting and analytics
• Cloud-based access for remote teams

Pros & Cons:
Pros:

• Seamless integration with Zoho CRM and other Zoho apps
• Affordable pricing for small to mid-sized businesses
• Strong automation features for managing customer journeys

Cons:

• Limited features for advanced customer journey analysis
• Best suited for businesses already using Zoho products
• Customization options can be limited

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7. Custellence

Short Description:
Custellence is a customer journey mapping platform designed to help businesses visualize the entire customer experience. It’s great for businesses looking for a simple yet powerful tool to map customer journeys with intuitive visualizations.

Key Features:

• Visual, interactive journey mapping with drag-and-drop functionality
• Multi-channel customer touchpoints and persona tracking
• Collaborative tools for team-based mapping
• Reporting and data visualization for journey analysis
• Cloud-based with sharing and export options
• Integration with CRM and other business tools

Pros & Cons:
Pros:

• Simple and intuitive interface for users of all skill levels
• Excellent for creating interactive, visually appealing journey maps
• Affordable pricing for small and medium-sized businesses

Cons:

• Limited advanced features compared to other tools
• Not as customizable for complex enterprise needs
• Reporting and analytics are basic

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8. Smaply

Short Description:
Smaply is a customer journey mapping software that allows businesses to visualize, analyze, and optimize their customer journey across multiple touchpoints. It’s ideal for businesses looking to take a deep dive into their customer experience.

Key Features:

• Persona and customer touchpoint mapping
• Multi-channel integration for collecting customer data
• Journey map customization with easy-to-use templates
• Real-time collaboration and team sharing options
• Strong reporting and analytics features for actionable insights
• Support for agile and iterative mapping

Pros & Cons:
Pros:

• Highly customizable journey maps and templates
• Great for team collaboration and feedback
• Provides strong analytical tools for optimizing journeys

Cons:

• Can be expensive for small businesses
• User interface is not as polished as other tools
• Some features require advanced technical knowledge

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9. Pendo

Short Description:
Pendo is a customer experience and journey mapping tool that focuses on product adoption and user behavior. It’s perfect for SaaS and product teams looking to optimize customer onboarding and retention.

Key Features:

• In-app feedback collection and survey tools
• Detailed user behavior tracking and journey mapping
• Analytics for monitoring user adoption and engagement
• Personalization and in-app guidance features
• Seamless integration with other product management and analytics tools
• Customizable dashboards and reporting

Pros & Cons:
Pros:

• Excellent for SaaS businesses and product-focused teams
• Strong in-app guidance and user behavior analysis features
• Powerful analytics and actionable insights

Cons:

• Pricing is high for smaller businesses
• Limited journey mapping capabilities compared to other tools
• Lacks advanced support for non-SaaS industries

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10. UXPressia

Short Description:
UXPressia is an intuitive customer journey mapping tool that allows businesses to create visually appealing, interactive journey maps. It’s ideal for companies looking for a simple yet powerful tool for mapping their customer experience.

Key Features:

• Drag-and-drop interface for easy journey map creation
• Multi-channel and multi-touchpoint journey tracking
• Customer personas, touchpoints, and emotions visualization
• Collaboration tools for teams to work on journey maps together
• Exportable maps for presentations and sharing
• Built-in customer journey analysis and reporting

Pros & Cons:
Pros:

• Simple, user-friendly interface for journey mapping
• Great for visual storytelling and engaging presentations
• Strong collaborative features for team-based mapping

Cons:

• Limited advanced features for large enterprises
• Some users report that integration with other tools can be challenging
• Limited reporting and data analysis features

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Comparison Table

Tool Name	Best For	Platform(s) Supported	Standout Feature	Pricing	Rating (G2)
Smaply	Mid-sized businesses	Web	Intuitive drag-and-drop mapping	Custom Pricing	4.6/5
Lucidchart	Teams needing detailed visuals	Web, iOS, Android	Flexible diagramming options	Starts at $7.95/month	4.7/5
Microsoft Visio	Enterprises	Web, Windows	Integration with Microsoft tools	Starts at $5.00/month	4.3/5
Miro	Remote teams	Web, iOS, Android	Interactive collaboration	Free / Starts at $8/month	4.6/5
Zoho Journey Mapping	Zoho CRM users	Web	Seamless CRM integration	Starts at $12/month	4.5/5
Custellence	SMBs and startups	Web	Simple, visual journey mapping	Custom Pricing	4.4/5
BlueConic	Marketing teams	Web	AI-powered insights	Custom Pricing	4.6/5
Pendo	SaaS businesses	Web, iOS, Android	In-app guidance and feedback	Custom Pricing	4.7/5
Exponea	E-commerce teams	Web	Marketing automation	Custom Pricing	4.5/5
UXPressia	Product teams	Web	Easy-to-use mapping interface	Free / Starts at $18/month	4.6/5

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Which Customer Journey Mapping Tool is Right for You?

For Small to Medium Businesses:
Smaply, Zoho Journey Mapping, and Custellence are excellent for SMBs looking for affordable and easy-to-use customer journey mapping solutions. These tools provide a balance of functionality and ease of use for businesses just starting to map customer journeys.

For Enterprises:
Pendo, Medallia, and Salesforce Customer 360 are more suitable for large enterprises that need advanced features, real-time data collection, and AI-powered analytics. These platforms are highly customizable and can handle complex customer journeys.

For E-commerce and SaaS Businesses:
Exponea and Pendo excel in optimizing the customer journey for e-commerce and SaaS businesses by focusing on personalized experiences, onboarding, and customer retention strategies.

For Marketing Teams:
Miro and Lucidchart are ideal for marketing teams that want a visually engaging and collaborative way to map out customer journeys across different touchpoints.