Choosing the Right Customer Journey Mapping Platform

When it comes to customer journey mapping, selecting the right platform can be daunting. With so many options on the market, it's easy to get caught up in the search for the "best" tool. But here's the catch—there is no definitive best platform. What matters most is finding the one that aligns with your business needs and budget. Let’s break down the decision-making process I go through and help you navigate the sea of options.

Understanding Your Needs: No One-Size-Fits-All Solution

Before diving into any specific tools, it’s crucial to understand that your choice of platform should be dictated by your unique requirements. Some platforms offer a rich array of features designed to cover every conceivable use case, while others focus on delivering core customer journey mapping functionalities.

For example, if your team only needs basic journey mapping features, investing in an all-encompassing CX platform that comes with a host of extras might be overkill—and a waste of budget if it's not going to be used. On the other hand, if you require advanced integrations or assessment capabilities, you’ll want a platform that goes beyond just the basics.

The Main Selling Points: What's on Offer?

Each tool has its own strengths. Some platforms, like UXPressia and Smaply, are primarily focused on journey mapping. Others, like Quadient and SuiteCX, offer more versatile solutions, integrating with other systems to support broader CX initiatives. Here’s a list of some of the top contenders, a more in-depth review coming soon:

• UXPressia - intuitive, effective and reasonably priced

• Smaply - recently launched v3 of their platform

• TheyDo - journey mapping fused with product management

• SuiteCX - a more comprehensive suite of features

• Custellance - comprehensive set of features

• Quadient - mapping is just one of a set of products, although may not be around for much longer

• Reveall - recently acquired, lets see what happens there

• CX Deployer - a new player in the field (I've not tried them yet)

A Structured Approach to Platform Selection

When I’ve helped clients select the right journey mapping platform, I’ve always followed a structured process that starts with clearly understanding business priorities. What features do they absolutely need? What are nice-to-haves? The goal is to match the tool’s capabilities with the organization’s specific goals. A similar process to that of any platform selection, whether it be for CMS, CDP, or CRM.

Here’s a list of core features that you should consider when assessing platforms. Ask yourself, "How many of these are relevant to me?" You could follow the MoSCoW approach to prioritisation and assign each feature one of the following:

• M = must have (without dispute)

• S = should have (as a priority)

• C = could have (if at all possible)

• W = would have (maybe later)

Core Features

• Multiple admin levels (Super Admin/Admin) with different permissions

• Live collaboration capabilities for multiple stakeholders

• Persona creation with customisable attributes

• Easy journey map creation (stages, touchpoints, emotions, etc.)

• Categorisation of personas and journeys at multiple levels

• Integration options for images, videos, and external journey maps

• Integration with other platforms (e.g., Google Analytics, Jira, and VOC tools like Qualtrics and Medallia)

• Admin dashboard for an overview of projects and users

• Stable business with long-standing market reputation and user satisfaction

Usability

• Easy-to-use interface for content creation and editing

• Autosaving of personas and journeys

• Preview options for personas and journeys

• User-friendly onboarding and prompt customer support

• Multi-device and multilingual support

Flexibility

• Extensive template library and customizable elements (images, icons, fonts, etc.)

• Ability to connect personas to journeys and compare multiple personas or journeys

• Unlimited project storage and advanced filtering options for content

Shareability

• Professional outputs in multiple formats (PDF, PNG, PPTX, etc.)

• Options for sharing content (via HTML, URL, or email)

• Sharing options for viewers without the need to log in (very useful for sharing with leadership)

• Revision history tracking and collaborative feedback features

• Branding options for individual content and controlled sharing modes

Budget and Fees: What to Expect

When it comes to mapping platforms, budget considerations are just as important as features. Many platforms, such as UXPressia, Smaply, and TheyDo, offer free plans. These plans are perfect for teams just starting out or those needing to build simple customer journeys. However, it’s essential to understand the limitations that come with free options.

For instance, free plans typically cap the number of journeys you can create. If your business needs to map both macro (high-level) journeys and micro (detailed, granular interactions) to make significant CX improvements, you may find yourself needing to upgrade to a paid plan. These paid tiers generally offer more advanced features and greater flexibility for handling complex journeys. On the other hand, if your goal is to simply shift the culture toward customer-centricity by using a set of basic journeys, the free versions might serve your purpose well enough.

However, some platforms don’t publish their pricing at all, which can be frustrating. In our experience, when a platform doesn't list its fees, it often means the pricing is customisable depending on the scale of your project, the features you need, and whether you're opting for support or consultancy services. Typically, this approach leads to higher costs. If you don’t see pricing upfront, be prepared for it to be on the more expensive side. These platforms often cater to larger organisations or more complex projects, where flexibility and bespoke solutions come with a premium.

However, the budgetary impact doesn’t stop with the fees themselves. If you start with a free plan and outgrow it, the jump to a paid version can be considerable. Switching platforms is not an easy task—it’s usually a manual process that requires significant time and effort to migrate your data, personas, and journey maps from one platform to another. To my knowledge, no platform currently offers a service that makes this transition seamless, though I’d love to be proven wrong. This is why it’s critical to think about the future scalability of any platform you choose. While a free plan might suit your current needs, upgrading later could lead to unexpected costs and operational challenges if you outgrow the platform's capabilities.

In short, whether you're starting with a free version or considering a bespoke solution, it’s essential to plan for the long term. Consider not only your current needs but also the future trajectory of your CX initiatives. Investing in a platform that scales with your business can save you from expensive and time-consuming transitions down the line.

Prioritising Your Platform Needs

At the end of the day, the right platform for your business depends on your specific requirements. A tool packed with features isn’t always better if you don’t need most of them. Whether you’re after core journey mapping functionality or a comprehensive solution that integrates across your business processes, take the time to assess your priorities before making your decision.

In my experience, taking a structured, criteria-based approach to platform selection ensures you make a choice that supports your goals without unnecessary complexity or spend.

In addition, the customer journey mapping industry is constantly evolving. With the growing adoption of journey mapping as a core business tool and the rise of dedicated journey management teams, products are continually adding new features and adjusting their pricing. At the same time, new tools enter the market, while others fall away. The information in this article is accurate at the time of publication, but if you work for or have experience with any of the platforms mentioned and feel something is outdated, please let me know.

Lastly, while some of the links in this article may result in commissions for me, I only recommend tools I would use myself. My primary goal is to provide you with the necessary information so you can make an informed choice based on your specific needs. Your success in finding the right platform is my priority.