Free Customer Journey Map Template (Excel)
What's in the free customer journey map template
The Journey sheet is prefilled with 8 stages: Awareness, Consideration, Purchase / Decision, Onboarding, Usage, Support, Renewal and Advocacy. Score each one 1 to 5 for Satisfaction (how well it currently performs) and Importance (how much it matters to your customers).
Gap calculates automatically as Importance minus Satisfaction - a bigger positive number means the stage matters more than it currently delivers. Weighted priority score multiplies Gap by Importance, and Priority rank sorts every stage from most to least urgent.
The summary below the table totals weighted priority across all 8 stages (a SUMPRODUCT of importance x gap) and counts how many stages have a gap of 2 or more.
Scoring and ranking, not just a fill-in-the-blank map
The three strongest free competitors for this search - davidhodder.com, projectmanager.com and feedbackly.com - all ship a purely static sheet: fields for goals, touchpoints and feedback, but zero formulas, scoring or prioritization.
This template adds the computational layer those files skip: numeric scoring per stage, an automatic gap calculation, and a weighted ranking so you don't have to eyeball which stage needs attention first - the sheet tells you.
How Gap, Weighted priority and Rank calculate
Gap = Importance minus Satisfaction for each stage. Weighted priority score = Gap x Importance, so a large gap on a stage customers care deeply about outranks the same gap on a stage that barely matters to them.
Priority rank uses a COUNTIF-based ranking formula rather than Excel's RANK function, so it produces identical results in Excel and Google Sheets with no compatibility quirks. Rank 1 is always the stage with the highest weighted priority score.
Who this template is for
CX, product and marketing teams who want to move past a static visual map and actually prioritize which part of the customer journey to fix first, backed by a number instead of a gut feeling.
It's a working spreadsheet for scoring and triage - for a fully visual, collaborative board (sticky notes, swimlanes, personas), pair this with a tool like Miro or Notion.
How to use it
- Score each of the 8 prefilled stages for Satisfaction and Importance, both 1 to 5.
- Gap, Weighted priority score and Priority rank calculate automatically.
- Check the summary for total weighted priority and how many stages need attention (gap 2 or more).
Download the free Free Customer Journey Map Template (Excel)
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CRM & Sales Pipeline Tracker
If the gaps you find are in your sales stages specifically, the CRM & Sales Pipeline Tracker ($14) shows true stage-to-stage conversion and a 3-scenario forecast against your monthly goal.
See the full versionFrequently asked questions
Can I add more stages than the 8 prefilled ones?
The template ships with 8 standard stages (Awareness through Advocacy). You can add rows and extend the formulas following the same pattern if your journey needs more or different stages.
How is Priority rank calculated without the RANK function?
It uses a COUNTIF-based ranking trick (counting how many stages score higher, plus one) instead of the RANK function - both Excel and Google Sheets compute it identically.
Can I use this in Google Sheets?
Yes. Upload the downloaded file to Google Drive, then open it and choose File > Save as Google Sheets. Gap, weighted priority and rank keep calculating.
What does the Weighted priority score actually measure?
Gap (Importance minus Satisfaction) multiplied by Importance - it prioritizes stages that are both underperforming and highly important, not just underperforming.
Does this replace a visual journey map with swimlanes and personas?
No. This is a scoring and prioritization spreadsheet, not a visual board - pair it with a whiteboard tool if you also need swimlanes, personas and sticky-note touchpoints.
What's the usage license?
Personal use or use within one business. It's not meant to be resold or redistributed as a template product.