Customer journey map template for small businesses
Fill in the six stages every customer moves through, from first hearing your name to recommending you. Tag each touchpoint as paid, earned or owned, and the gaps show up as you go. Your map saves in this browser while you work.
- Owned
- You control it. Your website, email list, packaging, social profiles and store.
- Earned
- Someone else gives it to you. Reviews, press, word of mouth, reposts and referrals.
- Paid
- You pay for it. Ads, sponsorships, boosted posts and paid placements.
Your journey map
Reading your mix
Knowing which touchpoints are paid, earned or owned tells you what to protect and what gets cut first when money gets tight.
A healthy map leans on owned and earned touchpoints and uses paid ones to speed things up. A map that is mostly paid stops working the day the ad budget does.
Add the steps only your business has
The six stages are the main stops. Most businesses have a few more in between. A custom in-ear monitor maker has ear impressions, a mold and a build wait between Purchase and Adoption. A bakery with preorders has a pickup window. Use "Add a step after this stage" to put yours on the map, because what happens in those gaps decides how the next stage feels. Read the full six stages breakdown.