Journeys is a customer experience (CX) mapping feature that helps you visualize and measure the entire lifecycle of your customer in one unified view. Instead of analyzing feedback in isolated moments, Journeys allows you to track customer feedback sentiment across every stage of interaction from the first moment of awareness to loyalty.
Let's understand Journeys with a real life example.
A car brand wants to understand the customer experience across the entire purchase journey across four milestones: Pre-purchase experience, Showroom experience, Post-purchase experience, and Customer referral.
Under each milestone, they track key touchpoints where customers interact with the brand:
Pre-purchase experience
Pre-purchase research (website, ads, reviews)
Onboarding experience (initial inquiries, test drive booking)
Showroom experience
In-store interaction with sales representatives
Test drive and vehicle demonstration experience
Post-purchase experience
Vehicle delivery and handover experience
Initial ownership experience (first few weeks of usage, support)
Customer referral
Likelihood to recommend the brand
Sharing feedback or referring to friends and family
Instead of collecting feedback at just one point, they want visibility into how customer satisfaction changes across different stages of the purchase journey.
Here’s how Journeys helps:
Maps and organizes feedback across the entire customer journey into milestones and touchpoints, giving teams a structured way to analyze experience.
Brings all journey insights into a unified view for a complete understanding of the customer experience.
Tracks how customer sentiment shifts across stages, making it easy to see where the experience improves or breaks down.
Links surveys to individual touchpoints, turning standalone responses into a connected, end-to-end story of the customer journey.
Highlights trends across milestones with a visual trend chart, helping you quickly identify patterns across milestones.
To understand Journeys better , let's first understand Milestones and Touchpoints.
Milestones represent the key stages in the customer lifecycle. These stages capture major moments in the relationship between the customer and the organization such as Awareness, Consideration, Purchase, Onboarding, or Support.( these milestones can be customized according to your industry and use case)
Touchpoints refer to the specific interactions that occur within each milestone. These are the moments where customers directly engage with your brand, such as visiting your website, completing a purchase, contacting support, or receiving a product.
Each touchpoint can include a survey designed to capture customer feedback at that specific interaction. This allows organizations to gather contextual insights and understand how customer perception changes as customers move from one milestone to the next.
By bringing these insights together, Journeys provides a unified view of the entire customer experience, transforming individual feedback moments into a clear, end-to-end narrative of the customer lifecycle.
Now lets see how to set up Journeys
Navigate to Journeys on the home page.
Click on “New Journeys” to start creating a new journey.
You will be able to browse through the available templates across various industries. Select the template that best aligns with your industry and use case, then customize it to fit your needs.
You can also build your Journey from scratch and even use AI to build journeys.
Building Journeys with AI
Click on “Create with AI” to start building your journey using AI.
Provide prompts with specific details, such as the touchpoints you want to measure.Review the generated journey, where AI automatically creates milestones and touchpoints based on your inputs. Start from Scratch
If you want to customize your journey according to your specific requirements, go to “Start from Scratch.” Adding Milestones and Touchpoints
Once your journey is created, you can tailor it to your use case by adding milestones and touchpoints. To add a new milestone or a touchpoint within a milestone, click on the “+” icon. You can also rename each milestone and touchpoint to reflect your journey stages clearly. To add touchpoints within a milestone use the “+” button
Adding Surveys 9.Within each touchpoint, you can add surveys to measure customer experience.
For example, at the Discovery stage, under the Website Experience touchpoint, you can add a CES survey to understand how easy users found it to navigate your website and find what they need. To add a survey, click on “Add Survey” and select the survey you want to associate with that touchpoint. You can assign different surveys to each touchpoint within a milestone. 10.You can have different surveys for each touchpoint under a milestone.
Once you add your surveys and start receiving responses across milestones, you will see a trend graph that shows performance across milestones. You will be able to understand how customers experience each touchpoint across the journey.
Configuring the Experience Graph
You can configure your Experience Graph to match the scale used in your surveys and reporting. To do this, click on the three-dot menu and select Configure Range. You can define the range of the graph, such as 0–100, 0–10, or any other range, to ensure the results are displayed in a way that is meaningful for your analysis.
You can also customize the range by setting the minimum and maximum values. This helps standardize how scores are visualized across different journeys and surveys.
Adding Formulas to the Experience Score
13.You can apply formulas to define how the Experience Score is calculated and displayed in the Experience Trend Graph.
For example, if you want the graph to display the average score across selected metrics, you can create a formula for it.
To configure a formula, click on the Formula icon and type “f” to view the list of available functions. Select the required function and define your formula based on your reporting needs.
This allows you to create customized Experience Scores that align with your business requirements and measurement methodology.
Configuring Sentiment
14.You can configure the sentiment displayed for each touchpoint.
To do this, click on the dropdown menu within the touchpoint and select the open-ended question for which you want to display sentiment analysis.
Once selected, the sentiment for responses to that question will be displayed within the touchpoint, helping you understand customer emotions and feedback at each stage of the journey.
15.If your survey includes open-ended, text-based questions, you will also see customer sentiment across touchpoints along with key topics. The sentiment is categorized as Positive, Neutral, and Negative, and is color-coded as green, yellow, and red respectively within the topics.
Adding Lanes
A lane is like a row that you can add to include more details. You can add the following elements using lanes:
Text
Topics
Action Plans
Link
Charts 16.To add a lane, hover between two rows and click on the “+” icon. 17. Text: You can use text to add descriptions or provide explanations within a touchpoint.
18. Topics
Topics are extracted from the text feedback provided by customers.
If your survey includes open-ended, text-based questions, you will see customer sentiment across touchpoints along with key topics.
The sentiment is categorized as Positive, Neutral, and Negative, and is color-coded as green, yellow, and red respectively within the topics.19. Action Plans
Action Plans help you turn customer experience (CX) feedback into structured, trackable improvements and ensure that insights are acted upon with clear ownership, defined deadlines, and measurable impact on CX metrics.
You will be able to create action plans here. This will be created based on the responses. 20. This will give a clear plan on what the next step should be to achieve the goal. You can set this for each stage in the journey.
21. Link: You can add external or reference links here. 22. Charts:
You can also add charts within lanes.
To do this, you first need to create a widget in the Executive Dashboard. Refer to the article on the Executive Dashboard to learn how to create a widget.23. Once the widget is created, you will be able to import it into the journey.
24. Creating KPI charts Within Journeys, you can create KPI charts by selecting the metric you want to track.
Add the question you want to analyze and create a KPI chart for.25.Then, you can add the KPI chart. KPI charts enable you to monitor critical metrics on a centralized dashboard, making it easier to understand overall feedback data and performance trends. 26. Smart Filter In Journeys, you can filter data based on specific criteria using Smart Filters, helping you focus on the most relevant insights and specific customer segments.
You can choose whether any or all conditions should be met. Under each condition, you can filter based on factors like respondent details, language, device, and more.
You can also add multiple criteria to refine your filters further.27. You can also select a date range to view the journey for a specific time period.
28. Adding Milestones and Lanes and Sharing Journey
You can use the “+” button to add more milestones and lanes within each milestone.
29. You can also share the journey with your team and control access by setting permissions such as view, edit, or share for this journey.
