Custellence

Custellence is a web-based tool for building customer journey maps and service blueprints to support customer-centric change management. Users can begin with a template or a blank map, then adjust card size and length, overlapping phases, sub-lanes, colors, images, and icons. Teams can share maps, collaborate in real time, comment, follow changes, and assign roles and permissions. Workflow links can connect maps or cards with tools including Google, Microsoft, Slack, Jira, Trello, and Asana; Salesforce users can use single sign-on. The Free Forever plan costs nothing and includes one workspace, two users, two maps, and unlimited viewers, but map exports are unavailable to Free users. Collaborate costs $199 a month for one workspace with unlimited users, maps, and viewers. Collaborate and Enterprise plans can export PDF, PNG, or CSV files. Custellence says it completed a SOC 2 Type II audit and describes encryption in transit and at rest, salted and hashed passwords, privacy-law monitoring, and workspace audit logs.

Custellence brings mapping, team collaboration, and workflow links into a web-based workspace. Check the free-plan map and export limits against your needs before selecting a paid plan.

Custellence is suited to customer experience and journey managers who need shared journey maps or service blueprints. Its audience also includes teams in regulated sectors such as financial services, insurance, and medtech.

Custellence is a web-based workspace for customer journey mapping and service blueprints, best suited to customer experience teams that need to build maps together. Its flexible layouts and collaboration tools make it a capable team tool, but the free plan’s two-map cap and lack of exports limit its usefulness beyond a small trial or ongoing lightweight use.

Overview

Founded in 2015 and based in Stockholm, Custellence is designed to help teams use journey maps to support customer-centric change. Users can start from a template or build from scratch, which suits both teams wanting a quick structure and those whose work needs a more tailored map. Workflow links connect maps or cards to tools such as Google, Microsoft, Slack, Jira, Trello, and Asana; they tie mapping work to existing processes without replacing those services.

The product is aimed at customer experience and journey managers, and the company highlights use in regulated fields including financial services, insurance, and medtech. It reports completing a SOC 2 Type II audit, with the report available to customers on request. It also says data is encrypted in transit and at rest, passwords are hashed and salted, and it monitors privacy-law compliance including GDPR.

Key features

Journey maps and service blueprints address both the customer’s experience and the service behind it. Custom card sizes and lengths, overlapping phases, sub-lanes, colors, images, and icons let teams tailor map structure and appearance to the work. Emotion mapping adds another dimension to journey planning.

Real-time collaboration, comments, change following, and role and permission controls support shared map work. Salesforce users can access Custellence through single sign-on, and the product is listed on Salesforce AppExchange. Paid plans add map-sharing options such as passcode-protected links and domain sharing, while workspace audit logs provide a record of activity.

Exports are available to Collaborate and Enterprise subscribers in PDF, PNG, or CSV. Free users cannot export maps, so the free plan is a poor fit for anyone who needs to circulate finished maps outside the workspace. Custellence says customers receive support from real people within 24 hours; Enterprise adds priority support and customer experience coaching.

Pricing

Custellence has a free plan and paid plans. The Free Forever plan costs nothing and includes 1 workspace, 2 users, 2 journey maps, and unlimited viewers. That is enough to explore the mapping workflow or maintain a small set of maps, but the two-map ceiling and no-export restriction make it difficult to use as a team’s main mapping workspace.

Collaborate costs $199 a month for 1 workspace, unlimited users, journey maps, and viewers. It is the practical step up for teams that need to map at scale, work with more contributors, or export maps. The sharp jump from a free plan with two users and maps means it is not a low-cost option for a small team with modest needs.

Enterprise has custom pricing and includes unlimited workspaces, users, journey maps, and viewers. It is the fit for organizations needing multiple workspaces and the added priority support and customer experience coaching, but the price must be assessed individually.

Platforms

Custellence is web-based, so it suits teams working in a browser rather than those seeking a native mobile app.

Who it's for

Custellence is strongest for customer experience and journey managers who need a shared mapping space, adaptable map structures, and links to their existing workflow tools. Its collaboration controls and stated security measures may also appeal to teams in regulated sectors. Individuals or small groups needing only a couple of maps can start free, but anyone who needs exports or more than two maps will need to budget for Collaborate.

Pros and cons

• Pros: Flexible journey and service-blueprint layouts, including emotion mapping, accommodate different mapping needs.
• Pros: Real-time collaboration, roles, comments, change following, and workflow links support shared work across teams.
• Pros: Paid exports in PDF, PNG, and CSV, plus passcode and domain sharing options, help teams distribute maps with more control.
• Cons: The free plan stops at two maps and does not allow exports, sharply limiting its use for ongoing team work.
• Cons: Collaborate’s $199 a month price is a significant commitment for teams that only need a small number of maps.
• Cons: Enterprise pricing is custom, so organizations cannot assess its cost from a fixed monthly rate.

Alternatives

Customer Journey Mapping Software is a useful place to compare more options in the category.

• Milkymap is worth considering if you want a free option or a €9 a month single-user Pro plan, and need iOS as well as web access.
• Pisano may suit teams seeking a paid platform for survey creation and feedback collection, with support and training included.
• Customer Journey App is a lower-cost alternative for small-scale mapping: its free plan allows 3 maps for 1 user and includes several export formats, while Starter costs €29 a month.
• JourneyTrack is an option for teams that want a 30-day free basic period with 3 journeys, 1 workspace, 3 editors, and unlimited viewers.
• Journify may be preferable if you want a free plan with unlimited collaborators and AI-assisted journey generation, subject to its stated monthly and lifetime AI limits.
• René Studio is another freemium web option for teams interested in AI credits and community templates.
• Smaply offers a free-forever plan with 10 maps and 10 personas, making it a candidate when the priority is more free mapping capacity.
• UXPressia is an alternative with a free plan for three journey maps, personas, and impact maps, plus PNG export.

Verdict

Choose Custellence if your customer experience team needs adaptable journey maps and service blueprints, real-time collaboration, and workflow links in one web workspace. Its main advantage is bringing flexible mapping and team controls together; its main drawback is that exports and capacity beyond two maps require a paid plan starting at $199 a month. Teams that need a modestly priced mapping tool or more generous free exports should look elsewhere.