In the world of market research, understanding customers is like navigating a vast sea. Picture yourself as the captain of a ship, leading a crew of researchers and analysts.
Every time someone interacts with your brand online, it's like a chapter in their story. From the first click to buying something and even afterward, every step tells us something.
To understand this journey better, we use journey mapping tools. These tools help us break down each part of the shopping experience, from discovering the brand to what happens after they buy. It helps us steer the brand in the right direction.
30% of organizations have established their customer journey maps but struggle to use them effectively. Let’s look at the top tools that help you map better customer journeys and use them effectively.
What are Customer Journey Mapping Tools?
Customer journey mapping tools are digital maps that help businesses understand how customers interact with their brand when buying something.
For example:
- A customer might find the store through an Instagram ad or a Google search.
- They then browse different shoe options, looking at features like size, color, and price.
- After comparing, they choose a pair they like and add it to their cart.
- Next, they proceed to checkout, entering their payment and shipping information.
- Once the purchase is complete, they receive a confirmation email with tracking information for their order.
- After receiving the shoes, the store may follow up with a satisfaction survey or promotional offer for future purchases.
By mapping out this journey, the e-commerce store can identify areas where customers might encounter difficulties or friction, such as a complicated checkout process or slow shipping times, and work to improve these aspects for a better overall shopping experience.
10 Best Customer Journey Mapping Tools in 2024
1. Qatalyst by Entropik
Qatalyst is an integrated user research platform powered by Insights AI that helps you understand customer journeys by testing your platforms on real users. The tests that provide user journeys are - prototype tests, live app testing, and live website testing.
From the initial research phase, where potential customers are seeking products after recognizing a need and exploring your offerings, to the stage where customers can become enthusiastic supporters of your brand, Qatalyst offers a comprehensive range of features to deliver valuable insights that can be acted upon effectively.
Pricing
Qatalyst's pricing model includes no platform fee and is based on an annual commitment for research sessions or unmoderated research blocks. Volume discounts are available based on the number of sessions or blocks opted. Additional optional add-ons include Live Technical Support and Professional Services.
Features
Mixed method research: Conduct both moderated and unmoderated research in one study to get a holistic understanding of user behavior and interactions with your product.
End-to-end research: Test your apps and websites from the prototype to the post-live phase for continuous product discovery and to ensure that mistakes and errors are caught and addressed before launch.
Panel recruitment and management: Get access to a panel of over 80 million respondents across 120 countries to get the ideal panel for your study. Additionally, you can also add your own panel within Qatalyst to send studies to.
Live website and app testing: Test your websites and app in real-time to identify usability issues and gain deeper insights from real users, without the need for embedding any code within.
Insights AI integration: Get behavior and emotional insights from our patented Facial Coding, Eye Tracking, and Voice AI tech that can tell you not just what your users are looking at but also the ‘why.’
Custom user dashboard: Tailor your dashboard to include metrics and insights that are most relevant to your research goals.
Custom research templates: Create your own templates on Qatalyst for your studies and save them to be used at any future point in time. This is in addition to the 25+ templates that are already a part of the platform.
Collaboration with stakeholders: Invite team members and stakeholders to collaborate on research projects in real-time. You can also share the results of the study with your team members with an easy-to-access link.
Highlights and tags: Create tags and highlights for your transcripts to highlight pivotal moments in the conversation and share them with your team.
G2 Rating
4.6/5
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2. Qualaroo
Qualaroo is an automated tool for gathering user feedback, allowing you to gain insights into a customer's journey. It helps you understand the entire process, from when a potential customer starts researching and looking for a product after recognizing a need, to the point where satisfied customers become loyal advocates for your brand. With its range of features, Qualaroo equips you with actionable insights to improve your business strategies effectively.
Pricing
Qualaroo offers three pricing plans ranging from $69 to $299. Additionally, there is a free trial available.
Features
- Ready-to-use survey templates and various question types ensure relevant questioning.
- Conduct diverse surveys, including Customer Satisfaction, Customer Effort Score, Navigation Testing, and more.
- Utilize features like question branching and skip logic to filter redundant responses swiftly.
- Advanced targeting options ensure higher response rates and accurate results.
- Leverage AI-powered IBM Watson Sentiment Analysis for efficient extraction of qualitative insights from open-ended responses.
- Flexibility across multiple devices, including mobiles, tablets, and browsers.
- Native integration with popular tools like Slack, Zapier, and HubSpot enhances usability and efficiency.
G2 Rating
4.3/5
3. UXPressia
UXPressia is a cloud-based platform for managing customer experiences, aiding teams in visualizing, sharing, presenting, and enhancing their customer journeys. Its features include real-time online collaboration for multiple users, integrations with various data sources, and a modern interface with an intuitive drag-and-drop environment.
In addition to customer journey mapping, UXPressia provides versatile builders for Customer/Buyer Personas and Impact Maps. It also offers a range of predefined templates and allows the creation and sharing of custom templates across the organization.
Pricing
UXPressia offers three pricing plans ranging from $16 to $36 annually. Additionally, there is a free trial available and an enterprise with custom pricing for your company.
Features
- Journey Mapping: Consists of 20 sections with various content types such as text, charts, graphs, icons, and images.
- Personas: Enables users to create customized personas or utilize existing profiles to distinguish between users, buyers, and customers.
- Impact Maps: Facilitates the alignment of team activities with overarching business objectives.
- Templates: Provides a selection of built-in templates within the application for novice users.
- AI Personas: Enables users to generate personas based on their input using artificial intelligence.
- Branding: Empowers users to tailor and personalize their maps, personas, and exports to reflect their branding.
- Team Library: Allows users to establish a shared library for custom icons, illustrations, files, journey stage titles, and touchpoints for reuse across maps.
- Unlimited Tags: Allows users to categorize documents on the Dashboard using an unlimited number of tags.
- Unlimited Customer Journey Maps, Personas, and Impact Maps: Grants users the freedom to create an unlimited number of these assets.
G2 Rating
4.5/5
4. Hotjar
Hotjar helps you understand customer behavior by providing insights. Through tools like heatmaps, session recordings, surveys, and your Feedback widget, you can gather data and feedback about how users interact with your site during their journey. Heatmaps and Session Recordings reveal user behavior patterns—showing where they click, scroll, encounter obstacles, and the steps they take across pages.
Insights from Hotjar assist in prioritizing website improvements, enhancing the customer journey, and potentially boosting conversions and satisfaction.
Pricing
Hotjar offers three pricing plans ranging from $32 to $332 per month. Additionally, there is a free trial available and an enterprise with custom pricing for your company.
Features
Reporting
- Heat Maps
- Session Replays
- Monitoring
- Data Segmentation
Administration
- API / Integrations
- Performance and Reliability
- User, Role, and Access Management
Analysis
- Conversion Opportunities
- Side-By-Side Analysis
- Mobile Device Analysis
- Data Quantification
- Webpage Element Analysis
Insights
- Analytics
- User Behavior
- Click Tracking
- Mouse Movement
G2 Rating
4.3/5
5. Suite CX by QuestionPro
SuiteCX by QuestionPro is a comprehensive customer journey mapping tool designed to customize and enhance customer experience, journey mapping, and analytics securely. It provides the means to create, visualize, and optimize customer experiences to drive maximum business value.
The platform facilitates planning and improvement of customer experience by integrating survey data, developing customer personas, devising improvement strategies, and crafting detailed contact plans. It also offers robust capabilities for customer journey mapping.
Pricing
QuestionPro offers three pricing plans ranging from $83 to $99 per user per month. Additionally, there is a free trial available and an enterprise with custom pricing for your company.
Features
- 100% customizable customer journey maps
- Reports & Analysis - individual interaction
- Integrated workflow
- Compliance - DPR, HIPAA, CCPA, Section 508, etc.,
- Custom surveys
- Card sorting
- Heatmap analysis
- Sentiment analysis
- 24/7 support
G2 Rating
4.5/5
6. Qualtrics
Qualtrics CustomerXM offers rich data analysis to assess the value of customer journeys, utilizing conversational analytics. Through natural language understanding, Qualtrics delivers insights into customer emotions and sentiments, providing a comprehensive understanding of friction points and their underlying reasons. By gathering feedback from various areas of the business, Qualtrics enables the creation of action plans that positively impact customer experience and business outcomes.
With a deeper comprehension of customer behavior, brands can assess the return on investment of their actions and develop customer experiences that yield favorable results. This understanding facilitates the extension of customer lifetime value, enhancement of customer satisfaction, and reduction of customer churn by identifying behavior triggers.
Pricing
Qualtrics does not reveal its pricing on its website. However, they offer custom pricing based on your company’s needs.
Features
Analytics
- Net Promoter Score (NPS)
- Customer Satisfaction (CSAT) Score
- Customer Effort Score (CES)
Customization
- Stakeholder Management
- Multilanguage Support
- Multiple Branding Support
- Vertical-specific Solutions
Feedback Management
- Tagging
- Segmentation
- Custom Reports and Dashboards
Feedback Analysis
- Thematic Analysis
- Sentiment Analysis
- NPS/CSAT Scoring
Feedback Sources
- Online Reviews
- Surveys
G2 Rating
4.4/5
7. Dovetail
Dovetail simplifies the process of understanding customers by offering customizable maps and advanced analysis tools. These tools allow businesses to visualize every step of the customer journey, from initial contact to post-purchase interactions, helping them identify pain points and areas for improvement.
By promoting collaboration among teams, Dovetail ensures that everyone is on the same page when it comes to enhancing the customer experience. This collaborative approach enables businesses to make informed decisions based on the insights gained from the customer journey maps.
Overall, Dovetail empowers businesses to gain a deeper understanding of their customers and take proactive steps to improve their experience, leading to increased satisfaction and loyalty.
Pricing
Dovetail offers three pricing plans ranging from $29 to $50 per user per month. Additionally, there is a free trial available and an enterprise with custom pricing for your company.
Features
- API
- Access Controls/Permissions
- Activity Dashboard
- Annotations
- Categorization/Grouping
- Collaboration Tools
- Commenting/Notes
- Customizable Fields
- Customizable Reports
- Dashboard
- Data Import/Export
- Data Visualization
- Drag & Drop
- Feedback Management
- For Mobile
- For Websites
- Knowledge Management
- Multi-Language
- Negative Feedback Management
- Predictive Analytics
- Project Management
- Real-Time Updates
- Search/Filter
- Sentiment Analysis
- Surveys & Feedback
- Tagging
- Text Analysis
- Trend Analysis
- Usability Testing
- User Research Analysis
- Visual Analytics
- Workflow Management
G2 Rating
4.4/5
8. Suzy
Suzy is a consumer insights platform designed to assist with journey mapping, including prototype validation, packaging testing, and understanding consumer preferences. Suzy Insights provides tools for survey design, automated templates, AI-driven data analysis, and reporting. It can be utilized for concept testing, UX evaluation, consumer profiling, messaging, and competitive analysis. Additionally, Suzy integrates in-depth interviews, focus groups, and in-home product testing to gather comprehensive insights.
Pricing
Suzy does not reveal its pricing on its website. However, they offer custom pricing based on your company’s needs.
Features
- Survey
- Recruitment Pool
- Analytics
- Collaboration
- Sorting
- Journey maps
- Survey Builder
- Question Types
- Templates
- Survey Distribution
- Branching/Skip Logic
- Multimedia Support
- Multilingual Surveys
- Reporting & Analytics
- Data Exporting
- Permissions
G2 Rating
4.7/5
9. UserTesting
UserTesting provides organizations with a comprehensive suite of tools and resources for customer journey mapping, enabling them to gain deep insights into the customer experience. Through customer journey templates and resources, UserTesting facilitates the visualization and analysis of how customers interact with the brand across various touchpoints. By focusing on identifying areas of improvement, UserTesting helps organizations understand customer attributes, preferred devices, processes, and points of frustration, empowering them to optimize the customer journey effectively.
Leveraging real human insight through tools like surveys, feedback management, and sentiment analysis, UserTesting enables organizations to create customer-centric products and experiences. Real customer stories, such as that of the non-profit organization World Education Services (WES), serve as compelling examples of the tangible benefits derived from enhancing the digital customer journey with UserTesting. These insights not only lead to increased satisfaction but also foster growth and success for businesses striving to meet and exceed customer expectations.
Pricing
UserTesting does not reveal its pricing on its website. However, they offer custom pricing based on your company’s needs.
Features
- Journey Maps
- Survey
- Video Snippets
- Video Interview
- Text/Notes
- Recruitment Pool
- Analytics
- Collaboration
- Sorting
- Computer Transcription
- Media Library
- Sorting
- Sharing
- Privacy
G2 Rating
4.5/5
10. Lucidchart
Lucidchart is a cloud-based tool designed for creating diagrams to visually represent processes and systems. Trusted by companies like BP, L’Oréal, and BMW, Lucidchart offers a user-friendly approach to customer journey mapping. It boasts a wide range of templates, drag-and-drop functionality on an infinite canvas, real-time collaboration, in-app chat, automatic sync and save, and more. As a web-based application, it requires no downloads or installations and is compatible with any device, browser, or operating system.
Pricing
Lucidchart offers three pricing plans ranging from $7.95 to $9 per user. Additionally, there is a free trial available and an enterprise with custom pricing for your company.
Features
- Numerous templates
- Automated diagrams
- Drag-and-drop editor
- Conditional formatting
- Real-time co-authoring
- In-app chat
- Shape-specific comments
- Live cursors to track team members' work on the journey map
G2 Rating
NA
Bottom Line
Understanding how customers navigate through the world of products and services is like finding your way through a maze. Each click, search, and purchase they make tells a story. To make sense of this journey, special tools are used. These tools break down each step of the shopping experience, from first discovering a brand to what happens after buying something. They help businesses steer in the right direction.
These tools are like maps that guide businesses through the twists and turns of customer interactions. From Qatalyst by Entropik to Lucidchart, each tool helps decode how customers behave, refine strategies, and make the overall customer experience better. With these tools in hand, businesses can confidently navigate the world of market research, aiming for happier customers and successful growth.
According to Gartner Customer Experience Management Survey, companies that have and utilize customer journey maps are 200% as likely to outperform rivals.
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