Marketing
Customer Journey Analysis

Customer Journey Analysis

This survey explores customer experiences across interactions with your product or service. It identifies strengths and weaknesses in the customer journey, improving touchpoints and boosting loyalty. Suitable for marketers, support teams, and companies optimizing customer experience.

Use template

The Customer Journey Analysis template maps out how people discover, buy, and use your product, so you can see the full path a customer takes rather than just isolated moments. It helps you spot where the experience shines and where people get stuck, giving you a clear basis for prioritizing fixes that actually affect loyalty and retention.

What the “Customer Journey Analysis” survey measures

This survey measures satisfaction at three key stages: discovery, purchase or registration, and product usage, each captured through a star rating paired with an open-ended follow-up asking what made that stage difficult. It also tracks acquisition channels, so you can connect how customers found you with how satisfied they end up being, and it collects basic demographics like age and income to help segment the results and identify patterns across different customer groups.

Who the “Customer Journey Analysis” template is for

This template suits marketers tracking acquisition and conversion performance, customer support and success teams looking to reduce friction points, and product teams wanting direct feedback on usability. It works well for companies of any size that want a structured view of the end-to-end customer experience rather than fragmented feedback from separate teams or channels.

How to adapt the template to your needs

You can adjust the acquisition channel options in the first question to match your actual marketing mix, or add specific product features to the usage-related questions if you want more granular feedback. Consider adding branching logic so that low star ratings automatically trigger the related open-text question, keeping the survey shorter for customers who had no complaints, and feel free to drop the demographic questions if that data isn't relevant to your analysis.

Questions and answer options

Question type: multiple choice.
Answer options:
— Social media
— Online search
— Advertising (online or offline)
— Recommendations from friends or colleagues
— Events or exhibitions
Question type: open text answer.
Question type: numeric answer.
Question type: single choice.
Answer options:
— Less than $15,000
— $15,000–$30,000
— $30,001–$50,000
— More than $50,000
— Prefer not to answer

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Frequently asked questions

Breaking the journey into stages helps you pinpoint exactly where satisfaction drops, rather than getting one overall score that hides where the problem actually is.
You can use branching logic to only show the open-text follow-up when the rating is low, which keeps the survey shorter while still capturing detailed feedback where it matters most.
Knowing how customers first found you lets you cross-reference channel source with satisfaction scores, revealing whether certain channels bring in customers who have a rougher journey overall.
These demographics let you segment journey satisfaction by customer profile, helping you see if certain groups experience more friction at specific touchpoints.