A customer experience map provides a broad view of how customers perceive and interact with an organisation across multiple journeys, channels and lifecycle stages.
How to use this tool
Define groups and scope
Define the customer groups and experience scope.
Gather cross-channel evidence
Gather evidence across relevant journeys and channels.
Map touchpoints and outcomes
Map expectations, emotions, touchpoints and outcomes.
Identify systemic gaps
Identify systemic gaps and improvement priorities.
References & further reading
Stickdorn, M. and Schneider, J. (eds.) (2011). This Is Service Design Thinking. BIS Publishers. ISBN 9789063692568.