A customer journey mapping worksheet for businesses entering export markets
The Export thinking aid
You have a customer journey map for your home market. It works. Then you cross a border, and the variables you took for granted, payment culture, communication register, trust signals, distribution norms, all shift at once. This worksheet helps you see them coming before they cost you a launch.
What is in it
A five-page worksheet, A4, designed to sit alongside the bigger thinking you are already doing. Inside you will find five stages adapted from the Good CX customer journey mapping framework: awareness, consideration, decision, retention, advocacy.
Across each stage, the same seven cultural variables that founders most often miss:
- Payment culture, how people expect to pay and be paid.
- Communication register, how formal, how direct, how fast.
- Distribution and trust signals, which channels confer legitimacy.
- Time and patience expectations, what counts as responsive.
- Customer service expectations, what good help looks like.
- Return and warranty norms, what is taken for granted as fair.
- After-sales etiquette, what builds advocacy versus what reads as overstepping.
You get B2B and B2C prompts side by side so you can pressure-test both lenses without rebuilding the document, and a short executive summary section so you can hand it to a board, an investor or a co-founder without rewriting it first.
Who it is for
Founders and senior leaders at a tipping point. Scaling, repositioning, exporting for the first time, or formalising a market they have already tested. If you have done a journey map for home and you are about to do another for somewhere else, this saves you starting from scratch.
Sitting alongside this worksheet: our cornerstone piece on global brand adaptation, which walks the wider discipline behind the seven variables here.
Download the worksheet
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This is preliminary thinking, not a finished answer. It is built to provoke better questions in a planning session, not to replace one. If you want a thinking partner alongside it, get in touch.
