AI Templates


Design & Research

The 5 E's Journey Map

Key moments in an experience, including the highs, lows, and greatest gift.

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What are the 5 E's? | Customer Journey Mapping

The 5 E’s overview

The 5 E's of Customer Journey framework is a valuable tool that helps organizations gain insights into the end-to-end experience of their customers. Dividing the journey into five distinct phases allows businesses to understand the key moments that shape customers' perceptions and actions. 

This AI-powered template based on the 5 E's of customer experience framework extracts essential details from interview data, enabling researchers to capture the customer's journey in sequential order. From initial awareness to becoming a repeat user, this structured approach helps identify pain points, desires, and opportunities for improvement. Additionally, this 5 E’s template prompts the exploration of the greatest threats and gifts, allowing organizations to focus on enhancing positive moments and mitigating potential pain points throughout the customer journey.

So what are the 5 E’s? 

  • Entice: How did the customer become aware of the solution, product, or service? What triggered their interest?
  • Enter: What motivated them to try the solution, product, or service? What pain points or desires did they hope it would solve?
  • Engage: What was the customer’s first interaction and engagement with the solution, product, or service?
  • Exit: What might be the actions they take as they begin to conclude this first experience or session?
  • Extend: How might the customer become a repeat user? How might they tell other people about the solution, product, or service?

How this 5 E’s of customer experience template helps in understanding the customer journey

  • Comprehensive Overview: This template provides a clear structure for summarizing the customer journey, ensuring that no significant moments are overlooked. By addressing five key stages, this template offers a holistic view of the customer experience, from initial awareness to long-term engagement.
  • Pain Point Identification: By delving into the customer's motivations and desires, this template enables the identification of pain points or challenges that customers hope your solution, product, or service will address. This helps businesses understand customer needs and tailor their offerings accordingly.
  • Deep Engagement Analysis: This template encourages a detailed exploration of the customer's first interaction and subsequent engagement with your solution, product, or service. It allows researchers to uncover crucial insights and understand the customer's experience in-depth, leading to targeted improvements.
  • Actionable Insights: This template prompts an examination of the customer's actions and expectations. This helps organizations understand how customers conclude their initial experience and how they may become repeat users. By identifying potential touchpoints for retention and advocacy, businesses can enhance customer loyalty and drive positive word-of-mouth.

Some potential 5 E’s of customer experience use cases

  • User Experience Design: This template can be utilized to create user journey maps and identify pain points in the experience of digital products, websites, or apps. It helps UX designers and researchers gain a comprehensive understanding of user interactions and optimize the design for a seamless and delightful user experience.
  • Service Improvement: Organizations offering services can employ this template to evaluate and enhance the end-to-end customer journey. By identifying critical moments of engagement, companies can refine their service delivery, address pain points, and create positive, memorable experiences that exceed customer expectations.
  • Product Iteration: This template facilitates the evaluation of the customer journey for physical products, allowing companies to identify opportunities for improvement and innovation. By aligning the product experience with customer desires and pain points, businesses can refine their offerings and create products that resonate with their target audience.

Summary template

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