9 mapping tools, visualise for a better understanding of the customer experience!
Mapping tools are essential for companies seeking to visualise and interpret their data effectively. Going beyond simple geographical maps, these tools facilitate strategic decisions, geomarketing and improved customer experience. In this article, we explain what a mapping tool is used for, their different types, and a complete list of the best tools on the market.
What is a mapping tool?
A mapping tool is a computer programme that forms part of a Geographic Information System (GIS) and is used to express different categories of data graphically or schematically.
A mapping tool is used to store, analyse and represent information using thematic maps or graphs. As such, it can be used in a wide range of business sectors and by different departments in order to :
- carry out geomarketing analyses or location studies;
- manage marketing campaigns
- manage delivery zones
- create mind maps
- visualise business processes;
- organise the work of technicians or sales staff in a geographical area...
Mapping tools are designed to
- make data easier to understand through visualisation ;
- highlight the links between two or more parameters (players, phenomena, etc.);
- help you make decisions (e.g. implement a strategy).
How to choose your mapping tool: selection criteria
To help you in your choice of mapping tool, here are the features and functions that are essential in most business sectors:
- An automation function for periodic scanning,
- Simple, fluid operation,
- A network mapper,
- Intuitive customisation,
- Responsive helpdesk support,
- An effective monitoring and alerting tool.
Focus on 9 essential mapping software tools
Here is a selection of 9 effective and comprehensive mapping tools. There are 3 main types of mapping tool and their respective software, which will be discussed below:
- Business process visualisation and analysis tools: Microsoft Visio, Gliffy, Lucidchart & Visual Paradigm.
- Customer experience management tools: Custellence, UXPressia, Smaply
- Geomarketing and market research tools: Smappen, Carto.
All the software discussed in this article can be found in this comparison table. All prices were updated in April 2024.
1 of 4
 Gliffy |  Smaply |  Lucidchart |  Smappen |
|---|---|---|---|
| For all companies | For all companies | For all companies | For companies with more than 1 employees |
| See software | See software | See software | See software |
| Learn more about Gliffy | Learn more about Smaply | Learn more about Lucidchart | Learn more about Smappen |
Microsoft Visio
This software lets you create a wide range of graphics: diagrams, flowcharts, architectural plans, technical plans, etc. It includes dozens of ready-to-use templates and thousands of customisable shapes to make diagram creation as simple and straightforward as possible. Microsoft Visio is sold separately from the Microsoft Office suite.
Main functions
- creation of organisation charts,
- creation of UML diagrams,
- creation of floor plans,
- representation of computer networks,
- search for ideas,
- real-time collaboration.
Prices
From €4.20 to €12.60 per month per user. Licence from €479 to €889. Free 30-day trial.
Gliffy
This online tool, designed exclusively for businesses and professionals, is used to transpose organisational structure, workflows or technical systems. It offers a number of shapes that you can easily insert into a blank page using the drag-and-drop function and customise.
Main functionalities
- professional diagrams (process graphs, workflow graphs, etc.),
- diagrams for design projects (wireframes, mind-mapping, etc.),
- IT diagrams (UML, architecture, etc.),
- collaborative tool,
- revision history,
- add-on modules for Atlassian users.
Prices
Subscription of approximately €8 per user per month (for professionals with up to 9 users) and €6 (for professionals with 10 to 50 users). Special rates for companies on request. Two weeks free.
Gliffy
Custellence
This customer relationship management tool is useful for creating and sharing journey maps and recording data on the customer experience (type of customer, level of satisfaction, etc.). It is compatible with other collaborative solutions (Google, Slack, Trello, Jira, etc.).
Key features
- drag-and-drop function
- customisable cards
- multimedia library with numerous predefined templates,
- collaboration tools,
- export in PDF, PNG and CSV formats,
- definition of different levels of access to maps and tracking of changes.
Prices
Free version. Professional subscription at €26 per month per user. Corporate package on request.
UXPressia
This customer experience management platform allows you to create journey maps, personae and impact maps. It is useful for designing a customised and interesting customer experience. UXPressia offers a variety of predefined templates.
Main functionalities
- user search analysis,
- customer experience and customer management,
- drag-and-drop functionality,
- detailed customisation of graphs (channels, objectives, ideas, images, etc.),
- online and real-time collaboration tools,
- export maps in PDF or PNG format.
Prices
Package at around €16 or €36 per month per user. Subscription for companies with rates on request. Free trial version.
OmniGraffle
With this MacOS and iOS-specific software, you can create a multitude of diagrams, drawings and graphics for different sectors (wireframe design, customer experience, interior design, etc.) and then share them with colleagues by including a message or note.
Main features
- automatic page layout function,
- text and shape scaling,
- extensive library of graphic objects
- file import/export,
- document synchronisation,
- creation of custom templates.
Prices
Subscription solution at around €13 per month or purchase at €150 (standard version) and €250 (pro version). Free 14-day trial.
Smaply
This web-based customer experience management solution can be used to create customer journey maps and stakeholder maps. It also enables data to be analysed by customer type, providing a clearer picture of the customer experience.
Main functionalities
- online and offline channel management,
- collaboration tools,
- storyboard creation,
- comment function available to authorised collaborators,
- predictive analysis,
- survey management.
Prices
- 199 per year per user for the basic version,
- 299 per year per user for the pro version
- company rates on request.
Smaply
Lucidchart
Easily create all kinds of diagrams: business process maps, programming flowcharts, data flow maps, brainstorming, etc. Lucidchart integrates with many applications (Google, Atlassian, Microsoft, Salesforce, Slack, etc.).
Main functions
- freehand sketching,
- creation of wireframes, mockups, network diagrams, etc.
- chat and messaging,
- multiple diagram creation, with synchronised modifications,
- template library for all diagram types,
- alerts and notifications.
Prices
Flat rate of €8 excluding VAT for one user and from €9 excluding VAT per user for a team, with a free trial. Company rates on request.
Lucidchart
Visual Paradigm
This is an online tool for designing business and technical diagrams as part of programming. The platform is compatible with a wide range of environments and applications.
Main features
- Agile and Scrum toolset for project management,
- enterprise architecture tools
- creation of customisable reports in PDF, Word and HTML formats,
- analysis and manipulation of source code such as Java and C++,
- the ability to generate diagrams from existing code or to produce source code from existing diagrams,
- work simultaneously and collaboratively on the same project.
Prices
Four subscriptions:
- Modeler at around €6 per month,
- Standard at around €19 per month
- Professional at around €35 per month,
- Enterprise at around €89 per month.
Smappen
This online mapping solution is used to create, display and analyse catchment areas on a map. Thanks to its flexible functionalities and the data associated with the zones, the application can be used, for example, to carry out market research, analyse the performance of a sales outlet, manage delivery zones or organise local marketing campaigns.
Main functions
- calculation of catchment areas in terms of journey time or kilometres, creation of areas by administrative division (municipalities, postcodes, IRIS) or manually,
- extraction of a list of postcodes, communes or IRIS in a zone,
- access to INSEE data on population and SIRENE data on businesses and services,
- import and display data on the map,
- automated report generation in Word format,
- visualisation of a territorial network (white zones, cannibalisation or exclusivity zones),
- export and import zones in KML format,
- map sharing.
Rates
Free version available.
Three no-obligation subscriptions with different features:
- Essential at €79 excluding VAT/month for one user,
- Plus at €149 excluding VAT/month for one user,
- Pro at €199 excluding VAT/month for one user.
Smappen
Carto
Carto is an advanced mapping and geospatial analysis platform designed to help businesses exploit the potential of geographic data. The solution provides an in-depth understanding of market dynamics and consumer behaviour through interactive maps and detailed analysis.
Key features
- In-depth Geospatial Analysis: Enables data to be analysed and visualised according to geographical location.
- Interactive Map Creation: makes it easier to understand trends and patterns through intuitive visualisations.
- Geomarketing tools: Ideal for studying consumer behaviour and local market trends.
- Multiple Data Integration: Easily integrate data from different sources for enriched analysis.
- Card personalisation: Offers a wide range of personalisation tools to meet specific needs.
- Reporting and Sharing: Generate reports and easily share maps and analyses.
Prices
Carto offers three Enterprise packages: Small, Medium and Strategic.
- Enterprise Small focuses on small businesses with advanced spatial analysis needs.
- Enterprise Medium is designed for medium-sized companies with large teams requiring large-scale analysis.
- The Strategic package, on the other hand, is aimed at large companies with complex analysis requirements and multiple teams. They are granted unlimited access to the platform.
Mapping tools: in a nutshell!
Essential to the management of many activities, mapping tools enable data flows to be structured and analysed. In this sense, they make it easier to understand information, by supporting and illustrating arguments. And because the solutions generally feature a library of forms, they are very often accessible to beginners and experts alike. Rely on mapping tools, which are easy to use and comprehensive, to create a layout study, to draw up programming flowcharts or to manage the work of your technicians.
Article translated from French