Top 20 Customer Journey Mapping Tools in 2021: An Overview


Customer expectations are higher than ever. Customers demand excellent service and anyone who fails in delivering a smooth online customer experience will lose customers right on the spot. This means that you have to step up and stand out to beat your competitors. It’s time to gain ground by optimizing the customer journey. Each customer expects a seamless customer journey and it’s up to you do deliver this personalised experience. So where to start? An ideal way of improving the customer experience is by leveraging what is called customer journey mapping.


Post Updated: April 2021


In this post, Mopinion has rounded up 20 different customer journey mapping tools that will help you create meaningful and insightful customer journey maps that both fit both your needs and your budget.

What is customer journey mapping?

Customer journey mapping tells the story of the customer’s experience from start to finish: from initial contact, through the process of engagement and into a long-term relationship, giving us critical information about key interactions along the way. Customer journey mapping tools, on the other hand, help you pinpoint the different stages of the customer journey.

Why are customer journey maps so complex exactly? This is mostly attributed to the fact that there is not just one single way to create one. It often comes down to preference….

To clarify, we’ll touch on 3 different types of customer journey mapping tools:

  • Journey Mapping and Visualisation Tools
  • Customer Experience Software and VoC Software
  • Collaboration Software

Let’s take a look at each of these in more detail and that tools that fall under them…


Journey Mapping and Visualisation Tools

If you’re solely looking for a solution that will simply help you visualise the journey, journey mapping and visualisation tools might be your best bet. These tools allow users to visualise the journey using flow charts, diagrams and other more technically sophisticated charts.

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1. UXPressia

UXPressia Customer Journey Mapping

UXPressia is a cloud-based customer experience management platform that helps teams to visualise, share, present, and improve their customer journeys. They offer features like real-time online collaboration for multiple users, integrations with a variety of data sources, and a modern interface with an intuitive drag and drop environment.

Apart from customer journey mapping, UXPressia also offers flexible Customer/Buyer Persona and Impact Map builders and a variety of predefined templates with a possibility to build and share proprietary templates across the organisation.

Pricing: offers a free plan, package pricing (Starter) starts at $16/month.

Website: www.uxpressia.com

2. Lucidchart

Top 20 Customer Journey Mapping Tools: An Overview - lucidchart

Lucidchart is a visual tool, capturing the customer experience. With customisable templates and extensive formatting options, this customer journey mapping software lets you easily visualise and share your findings, helping you target specific personas, increase customer engagement, and ultimately increase your organisation’s revenue.

Pricing: Free plan and paid plan starting €8.95 user/month.

Website: www.lucidchart.com

3. Microsoft Visio

Microsoft Visio customer journey mapping tool
Microsoft Visio is software used for creating a variety of diagrams and flowcharts. With this visualisation tool, users can create simple or more complex customer data diagrams. It also offers a wide variety of built-in shapes, objects, and stencils to work with. The main idea behind Visio is to make diagramming as easy as possible for the user and therefore simplifying the process of customer journey mapping. Note: this is a Microsoft product, sold as an addition to MS Office.

Pricing: Standard: $299, Professional: $589, and Pro for Office 365 $15/month.

Website: www.products.office.com

4. Gliffy

Gliffy customer journey mapping

Gliffy is a web-based editor and visualisation tool used to create and edit diagrams. Though Gliffy is a bit too lightweight for highly technical diagrams, especially those that require collaboration to draft, it offers plenty of simple features such as Venn diagrams and organisational charts. With a free account, you can only make a total of five diagrams and all the diagrams you make are public. This means if you need to draw something confidential, such as company networking maps, we wouldn’t advise using the free version.

Pricing: Free, Professional: $7.99/month, Team: $4.99 per user/month, Enterprise: On request.

Website: www.gliffy.com

5. Custellence

Top 20 Customer Journey Mapping Tools: An Overview - Custellence

Custellence is a very intuitive customer journey mapping tool. With this tool, users can create and share their customer maps easily with their team to encourage engagement and cross-functional teamwork. What’s great about Custellence is because of its simplicity, the learning curve is very low, meaning you can quickly and easily get team members on board and using the tool. It offers a flexible map structure, curve lanes (for customer emotions), unique image collection and much more.

Pricing: Free and paid plans starting €20,- user/month

Website: www.custellence.com

6. OmniGraffle

Omnigraffle customer journey mapping

OmniGraffle (created by OmniGroup) is a diagramming and customer journey mapping tool that can be used for everything from wireframe design to interior design. With this tool, users can create precise and neat customer journey maps that can then be shared with colleagues. Everyone from professional artists and designers to casual data mappers and beginning diagrammers can make use of OmniGraffle. What makes OmniGraffle exceptional is how easy it is to get started. They also offer a free trial to test out the tool first.

Pricing: $12.49/month for an iOS/Mac subscription and to $249.99 for Mac.

Website: www.omnigroup.com/omnigraffle

7. Smaply

Mopinion: Top 20 Customer Journey Mapping Tools: An Overview - Smaply

Smaply is a visual customer experience management software used for creating customer journey maps, personas and stakeholder maps. Journey maps can be visualised with different types of details e.g., storyboards, channels, live data for KPIs, backstage processes and more. Teams can share journey maps, comment on them, and create multiple types of exports, also including PowerPoint.

Journey maps can be linked to create hierarchies and visualise both the big picture and the details of experiences. The persona editor allows you to describe and define the context of customer types visually, like looking at real social user profiles. The mapping tool for stakeholders helps companies to visualise the product ecosystem and get a clearer picture of parties that impact their service.

Pricing: €25/month, Regular: €50/month, Business: €100/month, Enterprise: by request.

Website: www.smaply.com

8. IBM Journey Designer

IBM customer journey mapping tool

IBM Journey Designer allows users to produce customer journey maps in minutes. Marketing, sales and customer service can collaboratively visualise cross-channel journeys, set common marketing goals and design tailored customer experiences for various priority segments in a user-friendly, drag-and-drop interface. Users can also engage in conversations, send files and notify team members of any activities while building customer journeys.

Pricing: Not available

Website: www.ibm.com

9. Visual Paradigm

 Top 20 Customer Journey Mapping Tools: An Overview - visual paradigm

Visual Paradigm’s online Customer Journey Mapping and development tool suite helps you streamline the UX initiatives and automate the entire information acquisition process. You can zoom-in on a single customer journey in a specific channel. By understanding the customer journey you can improve customer retention and increase the conversion rates. It also includes various agile project tools such as the PM Process Tool, Agile Process Tool, Scaled Scrum Process and more.

Pricing: Depending on the package, they offer ‘Perpetual’- $99 to $1999 or ‘Subscription-based’ – $6 to $89/month.

Website: www.visualparadigm.com


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Customer Experience and VoC Software

For a more in-depth look into customer journeys, however, you may want to Customer Experience and VoC Software – also known as 360 VoC software. These types of tools focus on bringing customer feedback into the organisation at every Moment of Truth (or MoT) along the customer journey. The benefit of using a VoC tool is that they aim to bring in both quantitative and qualitative data from various channels and touchpoints.

10. InMoment

InMoment customer feedback

InMoment is a platform that allows its users to take data from their different feedback channels and turn it into a cohesive set customer data that everyone in the organisation can use and benefit from. Users can create visualisations of customer touchpoints and interactions within the customer journey. It also includes three Journey Mapping engagement levels that give users access to different services within the platform.

Pricing: Not available

Website: www.inmoment.com

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11. SuiteCX

Mopinion: Top 20 Customer Journey Mapping Tools: An Overview - SuiteCX

SuiteCX is an easy-to-update tool with an intuitive interface that combines diagnostics, storytelling, prioritisation and planning into a powerful and comprehensive customer experience management platform. This customer journey mapping tool provides several Customer Journey Mapping (CMJ) visualisation templates and tools with all interaction and segment information kept in a centralised database.

Pricing: Pricing on request

Website: www.suitecx.net

12. cx/omni CEM Cloud Customer Journey Mapping Software

Mopinion: Top 20 Customer Journey Mapping Tools: An Overview - cx/omni

cx/omni CEM cloud is a customer experience management platform for internal communication of all CX/UX insights which includes a customer journey mapping tool. This CEM helps you monitor customer sentiment, various pain points, emotional journeys, and even performance gaps. Users can also access real-time feedback data.

Pricing: There are a variety of packages which start from €29/user/month up to €69/user/month. Pricing for the unlimited edition is available on request.

Website: www.cxomni.net

13. Clarabridge

Clarabridge customer feedback tool

Clarabridge is a customer experience management platform that helps users understand and improve the customer journey. Clarabridge collects and transforms all forms of customer feedback into intelligence, allowing businesses to activate the voice of the customer across the enterprise. Data is very easy to interpret thanks to dashboards, reports and alerts available.

Pricing: Not Available

Website: www.clarabridge.com

Collaboration Software

If you’re team is more adamant on using a tool or software that will facilitate smooth collaboration among team members, then choosing a collaboration software might be your best bet. These tools are focused on working around the journey together with your team and will help you avoid these common mistakes. They include generic project management tools as well as tools that are more centered on the customer journey itself.

14. Asana

Mopinion: Top 20 Customer Journey Mapping Tools: An Overview - Asana

Asana is a project and task management app that facilitates team communication and collaboration. Users can also use this tool to create customer journey maps and enable teams to track them collaboratively from beginning to end. It is possible to add team members to projects and tasks, share files and communicate with them. As soon as a change is made or a task is assigned, users will receive notifications in their inbox which invite them check, follow, like, or comment the update. Users can also be mentioned in task comments to keep them in the loop with new updates.

Pricing: Free, Premium: $9.99 per member/month, Enterprise: On request.

Website: www.asana.com

15. Trello

Trello customer journey mapping

Trello is a visual collaboration tool for planning tasks and projects. While commonly used by agile software development teams, the solution is also used in other departments such as marketing, sales, support and HR. It works great for customer journey mapping too. Trello makes it much easier for teams to work together organising, prioritising and creating detailed maps. Users can add comments or attachments to ‘cards’ (which represent tasks). Trello integrates with a number of online applications including JIRA Cloud, Bitbucket Cloud, Google Drive, GitHub and Slack.

Pricing: Trello has a free subscription, but also offers a professional package ($9.99/user/month) and an enterprise package ($20.83/user/month).

Website: www.trello.com

16. Miro

Top 20 Customer Journey Mapping Tools: An Overview -Miro

Miro helps to create, collaborate, and centralise communication for all your cross-functional teamwork. This tool presents an entire toolkit for user story or customer journey mapping, wireframing, roadmap or sprint planning, retros, and much more. With the changing way of working, thanks to Agile and remote working, it’s more challenging for teams to work together.

Pricing: Free plan and paid plans starting $8/user/month.

Website: www.miro.com

17. UpWave

Upwave collaboration tool

UpWave is an advanced task manager for small and medium business that offers lots of unique features. This tool has a very modern interface with lots of detailed tutorials making it easy-to-use. UpWave gives digital teams the opportunity to plan and share tasks and ideas by way of visual boards. These boards help them to track workflows and streamline productivity. All information is stored in a cloud so that each team member can access it regardless of the device he/she is using.

Pricing: Standard: $3.75/per user/month, Enterprise: By request

Website: www.upwave.io

18. Mural

Mural visual collaboration

Mural is a great collaboration tool in which users can create and share items to keep stakeholders informed. With built-in templates and frameworks, users are able to gain insights much more quickly. Communicate visually using sticky notes, flowcharts and mapping, drawings, and so much more. This tool can be accessed from any device using your web browser or native apps for Windows 10 and iOS.

Pricing: Business $12 per member/month, Enterprise: On request.

Website: www.mural.co

19. Mapovate

Top 20 Customer Journey Mapping Tools: An Overview - Mapovate

Mapovate is a unique customer journey mapping solution, thanks to its dynamic real-time voice of customer analytics. Mapovate is easy to use and designed to support users in drawing and visualising customer journeys. You can create personas and define journeys of different customer profiles, get email alerts and notifications to create follow-up actions and collaborate with team members to improve experiences.

Pricing: Free trial available for 14 days. Pricing available upon request.

Website: www.mapovate.com

20. Workzone

Mopinion: Top 20 Customer Journey Mapping Tools: An Overview - Workzone

Workzone is an easy-to-use, cloud-hosted project management and document collaboration app that is great for customer journey mapping. Around since 2000, this tool is rated among the most mature online project management software in the market. You can use Workzone to organise projects with tasks and subtasks, assign responsibilities, and be notified when a task is due. You can also connect tasks together to see how a change in a single area impacts the rest of the project.

Pricing: Anywhere from $24 per user/month to $44 per user/month.

Website: www.workzone.com

A fit-for-purpose customer journey mapping tool…

Because there is no one way to create a customer journey map, it’s important to identify which approach you want to take to map the journey. Are you looking for the more simple journey mapping and visualisation tools? Or CEM tools that tie in various channels and touchpoints? Or maybe it’s more of a collaboration solution you’re after…either way it’s critical you get started now if you want to have a good customer experience that keeps your customers happy.

What’s also important to mention here is that these types of tool are only a small piece of the puzzle when it comes to understanding the online customer journey. Many customer journey mapping tools are strengthened by the application of a customer feedback solution. All-in-one User Feedback Analytics software Mopinion enables digital-first companies to capture feedback during the online journey and pinpoint where problems are occurring as well as identify what is keeping customers from reaching their online goals.

Ready to see Mopinion in action?

Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.