Holistic understanding
An experience map is an end-to-end holistic, in-depth, 360° understanding of a product, service or experience. It is designed to capture insight throughout the customer journey and leverage the edges which deliver superiority and competitive advantage.
It’s based on the principle that people see things holistically, so we need to design and understand holistically too through our in-house specialist technical qualitative team.
Customer experience map
The output is less a debrief than a tool for the whole team to reference. As well as being a clear visual map, it is the rigour and detail behind it which makes it valuable. This can only come from a specialist technical qualitative team.
Frequently asked questions
We hope you find these FAQs and short answers useful. If there is anything further that you would like to know, please get in touch via the contact form below.
Customer experience mapping, also known as customer journey mapping, is a strategic research tool used to understand and improve the overall experience that customers have when using a product or service. It involves creating visual representations or diagrams that outline various touchpoints and interactions a customer has with a particular product, from initial awareness right through to post-usage disposal.
Creating a journey map involves these key steps:
- Define your user: identify the specific user or customer persona you’re mapping the journey for
- Identify touchpoints: list all the interactions the user has with your product or service
- Timeline: create a timeline of the user’s journey, including key phases (e.g., awareness, purchase, post-purchase)
- Emotional insights: document the user’s emotions, thoughts, and pain points at each touchpoint
- Opportunities: identify opportunities for improvement or enhancement in the user’s journey
- Visualize: use a visual format like an experience map, flowchart or storyboard to represent the journey
- Test and refine: share the journey map with stakeholders and gather feedback for continuous improvement
The goal is to understand the user’s experience, enabling you to enhance it and drive customer satisfaction.
A customer journey is the process that a customer goes through when interacting with a company, from initial awareness of a product or service to the final purchase and ongoing relationship. It typically involves multiple touchpoints and stages, including awareness, consideration, purchase, and post-purchase support. Understanding and optimising the customer journey is essential for businesses to enhance customer experiences and drive customer satisfaction and loyalty.
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