In today’s competitive market, understanding your customers’ experiences is not just nice to have—it’s essential. Customer journey maps help visualize every step a customer takes when interacting with your brand. They make it easier to see where customers feel satisfied and where they face problems. However, not all journey maps are the same. This article explains the different types of customer journey maps, when to use each, and how they can improve your customer experience strategy.
Why Different Map Types Matter
Customer journey maps are like blueprints for understanding your audience. But using the wrong type of map can lead to wasted time and missed opportunities. The right map ensures you collect useful, actionable insights and focus on solving the problems that matter most. According to IBM Consulting (2024), the choice of map type can influence not only customer satisfaction but also operational efficiency.
Main Types of Customer Journey Maps
1. Current State Map (As-Is Map)
A current state map shows the customer experience as it exists right now. It’s based on actual customer data—like surveys, interviews, analytics, and service logs—to reveal pain points and friction in the current process (Improvado, 2025).
When to use: When you need to understand what’s working and what’s broken today.
Example: A retail brand maps the checkout experience and discovers that slow payment processing causes 20% of cart abandonments.
2. Future State Map
A future state map focuses on the ideal experience you want customers to have. It is forward-looking, often built from the findings of a current state map, and helps align teams on goals (User Interviews, 2025).
When to use: When planning strategic improvements or launching a new product.
Example: A SaaS company imagines a future where onboarding takes only five minutes and no technical support is needed.
3. Day-in-the-Life Map
This map captures a typical day in the life of your customer, even when they are not interacting with your brand (User Interviews, 2025). It focuses on their routine, needs, and emotions, showing where your product or service fits in.
When to use: When you want to understand customer context and timing.
Example: A fitness app brand learns that users often search for healthy recipes at lunchtime, creating an opportunity for timely content.
4. Service Blueprint
A service blueprint expands on the customer journey by mapping internal processes, systems, and people that support the customer experience (IBM Consulting, 2024). It shows what happens behind the scenes and connects it to customer touchpoints.
When to use: When improving internal coordination or identifying operational inefficiencies.
Example: A hotel chain uses a service blueprint to discover that delays in room cleaning cause check-in bottlenecks.
5. Touchpoint-Specific Map
A touchpoint map zooms in on a single customer interaction—such as sign-up, payment, or customer service—and maps it in detail (Improvado, 2025).
When to use: When you want to improve one critical stage in the journey.
Example: An e-commerce store focuses on optimizing the returns process to improve customer loyalty.
6. Persona-Based Map
A persona-based map is tailored to a specific customer segment with unique needs and expectations (User Interviews, 2025).
When to use: When you serve different customer types and need customized experiences.
Example: A travel agency creates different maps for “budget travelers” and “luxury seekers” to personalize offers.
Choosing the Right Map for Your Goals
| Map Type | Best For |
| Current State | Understanding today’s real customer experience |
| Future State | Planning the ideal future journey |
| Day-in-the-Life | Understanding customer routines and habits |
| Service Blueprint | Improving internal processes and team alignment |
| Touchpoint-Specific | Fixing a single, critical interaction |
| Persona-Based | Personalizing experiences for different customer segments |
Best Practices for Creating Each Map
- Start with real data – Use surveys, analytics, and feedback to ensure accuracy.
- Collaborate with different teams – Sales, marketing, and support all see different sides of the journey.
- Keep maps visual and easy to read – Simplicity helps with understanding and adoption.
- Update maps regularly – Customer behavior changes, so maps should too.
- Link maps to action – Use them to prioritize improvements.
Expert Advice from Mr. Phalla Plang
“Choosing the right type of map at the right time can turn confusion into clarity,” says Mr. Phalla Plang, Digital Marketing Specialist.
Note
Different types of customer journey maps serve different purposes. Current state maps help you fix today’s issues. Future state maps guide long-term improvements. Day-in-the-life maps add valuable context. Service blueprints connect front-stage and back-stage processes. Touchpoint maps focus on specific moments, while persona-based maps deliver personalization.
Selecting the right map ensures that your team works on what matters most—leading to happier customers, smoother processes, and stronger business growth.
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References
IBM Consulting. (2024, September 19). What is a customer journey map? IBM. https://www.ibm.com/think/topics/customer-journey-map
Improvado. (2025, July 1). Customer journey marketing: Mapping guide 2025. Improvado. https://improvado.io/blog/customer-journey-map
User Interviews. (2025, January 3). 150+ best customer journey map templates and examples. User Interviews. https://www.userinterviews.com/blog/best-customer-journey-map-templates-examples
