Customer journey gap analysis template

What is a customer journey gap analysis template?

A customer journey gap analysis template is a strategic tool to help you identify gaps between your current performance and desired outcomes.

By comparing the "current state" with the "desired state," this template will help your team recognize discrepancies and create action plans to bridge these gaps. It is particularly useful in improving processes, aligning teams, and enhancing customer journeys.

What’s inside the template?

The customer journey gap analysis template includes the following components to guide you through identifying and addressing gaps:

1. Current state – A section to outline the present performance, processes, or customer experience in specific areas.
2. Desired state – This part allows you to define what the ideal or goal state should look like, including the improvements and enhancements to aim for.
3. Gap description – Clearly describe the differences between the current and desired states, highlighting the areas that need improvement.
4. Actions – A comprehensive action plan to close the identified gaps, detailing the steps required, responsibilities, and timelines.

Additionally, the template provides examples, such as improving the pre-sales handoff process, and a list of common customer journey objectives to help you start your gap analysis.

How to use the template

1. Identify key areas – Choose specific business processes or customer journey stages where you want to conduct a gap analysis.
2. Fill in current and desired states – Describe the current state of the process or journey and define the desired future state.
3. Analyze the gaps – Use the template to identify gaps between the current and desired states and describe the issues in detail.
4. Develop action plans – List out clear, actionable steps to close the gaps, including responsible team members and timelines for each action.
5. Implement and review – Regularly review the progress of your action plans and adjust as necessary to ensure continuous improvement.

Download your customer journey gap analysis template

Gap analysis template

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