Last updated: 29 October 2026
A customer journey map example shows how stages, touchpoints and pain points fit together on one page. This guide gives two worked examples for Singapore SMEs, a template layout you can copy into a spreadsheet or slide, and a way to use AI to speed up the evidence work.
What should a customer journey map example include?
A useful example answers five questions. If a map you find online skips them, it is a diagram and not a working tool.
- Who is the customer? One persona with a clear goal.
- Where do they meet the business? Every touchpoint, online and offline.
- How do they feel? A simple high or low score at each stage.
- Where does it go wrong? The pain points, in the customer’s own words where possible.
- What changes, and who owns it? A fix and a named person for each pain point.
Customer journey map template: a layout you can copy
Set up a spreadsheet or slide with the five stages (awareness, consideration, decision, retention and advocacy) as columns. Use these rows: customer goal, actions, touchpoints, thoughts and feelings (scored 1 to 5), pain points, opportunities, owner and metric. The table below gives the questions to answer and the evidence to use for each stage.
| Stage | Questions to answer | Evidence to use |
|---|---|---|
| Awareness | How does the customer first hear about us? What problem are they trying to solve? | Search terms, social analytics, referral sources, first-touch notes in the CRM |
| Consideration | What do they compare us against? What questions do they ask before buying? | Enquiry emails, WhatsApp chats, call notes, review sites |
| Decision | What makes them say yes or walk away? How long does it take? | Quotation history, lost-deal reasons, checkout analytics |
| Retention | What happens after they pay? When do they need help? | Support tickets, onboarding emails, repeat-order data |
| Advocacy | What makes them recommend us or leave a review? | Review sites, referral records, satisfaction survey answers |
For the theory behind the stages, read what is a customer journey map.
Example 1: a B2B services firm (illustrative)
This is an illustrative example, not a client case. An IT support firm in Singapore serves companies of around 20 staff. Its persona is an office manager who has been told to find a new IT provider.
| Stage | What the customer does | Pain point | Opportunity |
|---|---|---|---|
| Awareness | Searches for IT support for a small business in Singapore | The website has no clear service pages | Publish a page for each service with a typical price range and a short case summary |
| Consideration | Fills in the contact form | The reply takes two working days | Send an instant acknowledgement and a link to book a call |
| Decision | Compares three quotations | Ours is a long PDF with no summary | Add a one-page summary with scope, price and timeline |
| Retention | Gets onboarded | Does not know who to contact for urgent issues | Send a welcome message with a named contact and a WhatsApp number |
| Advocacy | Approaches renewal | Nobody checks in before the contract ends | Hold a quarterly review call and ask for a referral after it |
Example 2: an F&B outlet with online ordering (illustrative)
This is also an illustrative example. A neighbourhood restaurant takes orders through delivery apps and its own website. Its persona is a customer who finds the restaurant on social media and wants dinner delivered tonight.
| Stage | What the customer does | Pain point | Opportunity |
|---|---|---|---|
| Awareness | Watches a short video on social media | The video has no link to the menu | Add a menu and ordering link to the profile |
| Consideration | Checks Google Maps for hours, photos and reviews | Opening hours are out of date and the menu is a blurry image | Update the Google Business Profile and publish a text menu |
| Decision | Orders through a delivery app | Prices are higher than in store, and the customer does not know a direct option exists | Promote a direct-order link with a clear price |
| Retention | Waits for the delivery | No update after the order is accepted | Send an order-status message |
| Advocacy | Enjoys the meal | Nobody prompts a review or a loyalty sign-up | Put a QR code in the bag that links to a review page and a loyalty list |
How can AI help you build a customer journey map?
AI helps most with the evidence work. You can give an AI assistant anonymised support tickets, WhatsApp transcripts or survey answers and ask it to group the complaints by journey stage and point out which touchpoints cause the most friction. It can also draft persona summaries and a first version of the map table.
Treat the output as a draft. AI summaries can miss context or invent patterns, so read a sample of the original messages behind each pain point before you act on it.
Protect customer data first. Remove names, phone numbers, email addresses and NRIC numbers before uploading anything. Singapore’s Personal Data Protection Act applies to the personal data you collect and share with third-party tools, so check your company’s data policy and the PDPC’s guidance before you begin.
Our guide to building an AI-powered customer journey map covers the full workflow.
How do you use a journey map once it is finished?
- Pick the two or three pain points closest to revenue.
- Assign an owner and a due date to each fix.
- Start with the cheapest fixes, such as faster replies and clearer messages.
- Measure the matching metric before and after the change.
- Redraw the map next quarter and compare it with this one.
Frequently asked questions
What is the best customer journey map template?
The best template is the one your team keeps updating. For most SMEs that is a spreadsheet with the five stages as columns and the rows listed above.
What should a customer experience journey map example show?
It should show one persona, their goal, the touchpoints at each stage, the points where the experience breaks down and the fix for each. An example without pain points and fixes is only a diagram.
Can I use ChatGPT or another AI assistant to make a customer journey map?
Yes, for a first draft. A map built without your own customer data will be generic, so give the tool real, anonymised evidence and check its conclusions against the source messages.
How many touchpoints should a journey map have?
Include the ones that influence the customer’s decision. Listing every possible touchpoint makes the map unreadable, so start with the ones your customers mention most.
Build maps like these with expert guidance
QD Academy’s 3-day course, Developing an Effective Customer Journey Map using AI and Automation, teaches teams to build persona-based journey maps and automate follow-ups with AI. The next cohort runs on 18 to 20 November 2026. Eligible Singapore learners can use SkillsFuture funding. See grants and subsidies for eligibility.