Your customer's experience is not about you
Most organizations realize the importance of customer experience. But did you know your customer’s experience is not just about you? When we map the end-to-end customer experience for clients we often find touchpoints outside of our clients products and services that impact how the customer views their experience. An experience map allows us to see where your customers are being influenced and build better products and services holistically.
Mapping The Experience
An Experience Map is a powerful tool for understanding and designing your customer’s experiences and understanding the needs, wants, emotions, and behaviors of people as they interact with your orgnization. Experience Maps reveal gaps between a participants needs and expectations and the products and services your organization provides. An Experience Map can expose problems in the participant experience and reveal opportunities for new products and services.
Experience Maps are a strategic tool -much like a SWOT analysis- for identifying strengths and weaknesses. However, the Experience Map looks from outside organization in, providing the customers perspective of an organization.. Like a SWOT analysis, the experience journey map is a living document that evolves with shifts in society and culture as well as changes in technology and markets.
WHAT ARE THE COMPONENTS OF AN EXPERIENCE MAP?
Experience Maps can focus on one segment of an overall journey - like new customer on-boarding or patient registration- or the experience map can document every touchpoint in the customer’s end-to-end experience. An Experience Map consists of stages and touchpoints. A stage is a logical segment of a journey. Touchpoints are the interactions a person has with an organization during a stage of their experience. Depending on the experience we are mapping we may also document the channel (both physical and digital) by which the product or service is being delivered as well as other influencing factors such as regulations, supply chain, and partnerships.