your customers’

Smaply is the journey mapping software for you to centralize and coordinate customer experience insights.

Create. Manage. Innovate. Your hub of journey maps, personas, and stakeholder maps.

Smaply stands for diversity in all of its facets.

We stand for disadvantaged people, especially those being located in, or refugees from war zones. We strongly condemn Russia's invasion of Ukraine. Also we stand up for diversity. We support whenever we can, and we invite our network to do the same. To learn more about our values and how we take action, check out our social responsibility statement.
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Customer journey mapping tool

Understand your customer’s experience.

Creating a customer journey map makes interactions visible and facilitates a common understanding between all team members.

With Smaply you can visualize your customer's experience in a journey map and take your customer's perspective to understand needs, pain points and feelings.

Manage your CX activities with Smaply: Create a journey map repository, connect your journey maps in hierarchies and assign responsible team members.

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Persona mapping tool

Know your customer.

Creating customer personas helps you to get a clear picture of your customers and put them at the center of your actions. What are their main characteristics? What conclusions can be drawn from that information regarding their customer behavior?

With Smaply you can make use of your insights and add needs, expectations, wishes and other details to your persona template. Visualize all characteristics that are relevant to understand a certain group of people.

A stakeholder map, consisting of three concentric circles, some persona icons, and relationship lines between them
Stakeholder mapping tool

Understand the big picture.

A stakeholder map is a visual representation of all of the stakeholders involved in the customer experience, internal and external ones.They use different devices and platforms, and communicate with diverse departments through different channels.

With Smaply you can get a better understanding of who is involved, reveal existing formal and informal relationships between stakeholders and identify frictions between them. Use our stakeholder mapping tool to find new business opportunities.

a journey map that is feeded by Jira and Excel data

Centralize and manage
your CX projects.

Use Smaply as a visual management tool that helps your team focus on your customers and connects the silos of your organizations.

Visualize hierarchies of touchpoints, clarify responsibilities, create a data hub, and manage processes integrated with project management tools like Jira.

Visualize all CX projects and initiatives in one place and uncover overlaps and synergies.

a visualization of Smaply capture that shows how sticky notes can be photographed and then feeded onto a Smaply journey map
Workshop Capture tool

From sticky notes to a centralized hub of insights

Co-creative workshops work best on whiteboards – with pen and paper or with a digital whiteboard software. Smaply never planned to replace this way of working. However, at some point you want to standardize your results to make them readable.

With Smaply Capture you can import your sketches to a professional-grade mapping solution with your smartphone. It allows you to re-iterate your results and collaborate with remote teams. Easy as that.

Customer base

Used by over 100,000 organizations
all over the world


Manage your customer experience insights, quickly and easily.

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Keep all your journey maps, personas and stakeholder maps in one place to create a hub of insights.

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Let other people contribute to the project and make your insights accessible to your team.

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Let others share feedback and enrich your project with their experience and insights.

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Create PDF, PPT, PNG, and XLS exports targeted to different audiences and tailor your pitch accordingly.

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Standardize your maps with templates so they can be used across teams and organizations.

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Stay safe

Benefit from our super-secure data centers and architecture, so you never have to worry.

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Work with our enterprise features: SSO, SLA, procurement, dedicated data centers, and more …

Smaply is part of my go-to tool kit.

Smaply acts like a tool platform that is intuitive and super easy to use. This greatly facilitates cross-team collaboration with internal teams as well as external agencies allowing us to create incredible synergies in building upon existing CX knowledge. Smaply’s tutorials and outstanding customer service have been key to the adoption of Customer Experience practices and tools.

Fernando Yepez
Instructor, University of Chicago & Columbia UniversityDirector, PwC

If you are a customer experience professional, if customer journey maps are a thing that you take seriously in your business, it’s hard not to recommend Smaply.


Marc Fonteijn
The Service Design Show
Free forever
Start mapping your customer experience today!
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