The story is told from the customer’s perspective, but also emphasizes the important intersections between user expectations and business requirements. Plotting out a customer’s emotional landscape by way of a Customer Journey Map, or Experience Map, along their path sheds light on key opportunities for deepening those relationships.Ī Customer Journey map is a visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels. Occasionally, a more narrative, text-based approach is needed to describe nuances and details associated with a customer experience. Every interaction a customer has with an organization has an effect on satisfaction, loyalty, and the bottom line. Many organizations function with an internal focus, and that becomes apparent when customers interact with their various products, services and employees.
Despite best intentions and mountains of data, many organizations continue to offer lackluster experiences for their customers.
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