Customer Experience Mapping: Basic Components

Customer experience mapping is an ideal method for capturing the reality of the post-sale customer lifecycle. Maps are powerful visual tools that enable fast identification and communication of gaps and opportunities from the customer’s point of view. Customer experience maps also are a critical deliverable of a customer experience lead or team, enabling the creation and maintenance of a consistent view across all functions that contribute to the mapped experience. In this report, we focus on the core components of customer experience maps, along with a description of their use, details about three types of maps, and guidance around views.