Brief templates › Customer Journey Mapping Brief · Last updated October 24, 2026
When to use this customer journey mapping brief
Use it before mapping a customer journey: personas, touchpoints, pain points, data available and the decisions the map should support.
- 22 questions
- Free to copy
- Editable in MyBriefy
The 22 questions
- What is the main objective of this customer journey mapping project? (e.g., improve conversions, reduce churn, improve customer experience)
- Which product, service, or experience should the journey map focus on?
- Which customer segments or personas should be mapped?
- Do you have existing personas or customer research? (Paste link if available)
- What does the current customer journey look like from first contact to purchase and beyond?
- Which journey stages should be included?Pick from: Awareness · Consideration · Purchase / Decision · Onboarding · Usage / Service · Retention / Loyalty · Advocacy
- What are the key touchpoints customers interact with? (e.g., website, social media, store, sales calls, support, email)
- What is the most critical touchpoint in your customer journey?
- Where do customers most often drop off or become frustrated?
- What are the most common customer questions, complaints, or objections?
- What emotions do you want customers to feel at each stage?
- What data is available to inform the map? (e.g., analytics, CRM data, surveys, reviews, support tickets)
- Should the project include new research? (e.g., customer interviews, surveys, usability testing)Options: Yes · No · Not sure yet
- Which internal teams interact with customers along the journey?
- Are there known gaps between departments that affect the customer experience?
- Which competitors offer a customer experience you admire or want to outperform?
- Which tools and systems support the journey? (e.g., CRM, booking system, e-commerce platform, help desk)
- What KPIs will measure improvement? (e.g., conversion rate, NPS, CSAT, retention, customer lifetime value)
- What format should the final deliverable take? (e.g., visual journey map, report, workshop, presentation)
- Who are the key stakeholders, and who will approve the final map?
- What is the timeline and budget for this project?
- What additional notes or details should be considered for this project?
“Copy for AI” makes a prompt for ChatGPT, Claude or Gemini that walks you through this brief.
Skip the copy and paste. In MyBriefy this brief is ready to send: your client answers online, you both comment on the answers, and the approved brief stays on the client's record.
Send this brief freeHow to use it in MyBriefy
- Start a free 30-day trial and add your client. 30 clients and projects are free on every paid plan, and you can add more as you go.
- Pick the Customer Journey Mapping Brief template. Add your own questions or hide the ones that don't fit the job.
- Share the brief with your client. They answer online and approve it, and comments stay next to each answer.
- Work from the approved brief. Turn it into tasks, a contract or an invoice with the add-ons when you need them.
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Questions about this template
- Is this customer journey mapping brief template free?
- Yes. Copy the 22 questions for free, or use them in MyBriefy, where you can try everything free for 30 days with no credit card.
- Can I change the questions?
- Yes. In MyBriefy you can add your own questions or hide the ones that don't fit the job before you send the brief. If you copy them instead, they're yours to edit however you like.
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