Customer experience maps are visual representations of every encounter a customer has with a brand. On a customer experience map, interactions called touchpoints visually denote each interaction that a business has with its consumers. Typically, these include every interaction from the first contact to marketing, branding, sales, and customer support.
Understanding a customer experience map
Inevitably, not every interaction that a customer has with a brand will be positive. Perhaps they added a product to their shopping cart that wasn’t in stock. Perhaps after-sales technical support was severely lacking or customer service representatives were rude and uninformed.
Whatever the cause, a customer experience map allows businesses to improve every aspect of its customer interactions. In turn, this leads to satisfied customers who are more likely to become loyal, devoted followers.
Creating a customer experience map
A customer experience map may be created using sticky notes, spreadsheets, or elaborate flow charts to represent various touchpoints.
However, it’s important that the focus is on functionality and not design. The data should be organized in such a way that it demonstrates the customer progression from the first contact to making a purchase and beyond. It should also detail where the business is excelling in the process and standards are sub-par.
To that end, feedback should be gathered from customers and employees. Then, consider these elements of a successful customer experience map:
- Touchpoint inventory – list every conceivable way a customer is touched by the business. This includes digital and print media, advertisements, sales representatives, telemarketing, and bricks and mortar stores.
- Point of relationship – at each of the predetermined touchpoints, consider where the customer is in their buying journey. How does the business present itself when the customer is gathering information before making a purchasing decision? How does it position itself to satisfied or loyal customers who are likely to become advocates?
- Business reason – from an operations perspective, consider the reasons for each touchpoint existing. Is the goal to educate, inspire, inform, provide support, or receive payment?
- Customer impact – from a customer perspective, again consider the reasons for each touchpoint existing. Reasons may encompass market differentiation, loyalty-building, or the encouragement of repeat sales.
- Touchpoint owner – who is responsible for managing each touchpoint?
- Effectiveness – or the ability of a touchpoint to provide a positive or negative experience for the customer. Businesses must think deeply about whether they are meeting customer expectations at every touchpoint. If not, superfluous interactions should be removed or standards improved.
Customer experience map benefits
The most obvious benefit of customer experience mapping is happier customers and increased sales.
However, the process also allows a business to:
- Improve marketing campaigns. By identifying a customer’s specific pain points, marketing teams can relate to their customers on a personal level and work toward solving their problems.
- Improve customer retention. Given that customer experience mapping continues after the purchase has been made, businesses can refine their after-sales retention strategies to maximum effect. This increases Net Promoter Score (NPS) – or the likelihood of a consumer recommending a business to friends or family.
- Facilitate proactive customer service. Many of the negative interactions a customer has with a brand are related to poor customer service. Businesses who understand this are seen as more empathetic and sensitive to customer needs. They can also anticipate customer needs in periods of high demand during holidays and sales – and roster staff accordingly.
Case Studies
- Retail Shopping Experience:
- Store layout and navigation.
- Product discovery and selection process.
- Interaction with store associates.
- Checkout process and payment options.
- Receipt and return process.
- Post-purchase follow-up (e.g., feedback surveys, loyalty programs).
- E-commerce Purchase Journey:
- Website design and user interface.
- Product search and filtering options.
- Adding/removing items from the cart.
- Payment gateways and security.
- Order tracking and shipping updates.
- Customer support and returns process.
- Airline Travel Experience:
- Booking options and website/mobile app usability.
- Check-in methods (online, kiosk, counter).
- Security and immigration procedures.
- In-flight amenities and services.
- Deplaning and baggage collection.
- Communication during delays or disruptions.
- Hotel Stay Experience:
- Reservation options (online, phone).
- Check-in and room assignment.
- Room service and dining experiences.
- Use of hotel facilities (pool, gym).
- Housekeeping and room maintenance.
- Express check-out and billing.
- Restaurant Dining Experience:
- Reserving a table and wait times.
- Menu variety and pricing.
- Interaction with waitstaff.
- Food quality and presentation.
- Payment process and bill presentation.
- Post-dining feedback opportunities.
- Healthcare Patient Journey:
- Appointment scheduling and reminders.
- Check-in and paperwork completion.
- Physician consultation and communication.
- Lab tests and diagnostics.
- Medication prescriptions and follow-up instructions.
- Billing and insurance claims.
- Subscription Service User Experience:
- Account registration and subscription plans.
- Content discovery and recommendations.
- Personalization features (user profiles).
- Streaming quality and device compatibility.
- Billing and subscription management.
- Customer support and technical assistance.
- Banking Customer Journey:
- Account opening options (online, in-branch).
- ATM accessibility and transactions.
- Online/mobile banking features.
- Loan application and approval process.
- Customer service channels (phone, chat, in-person).
- Fraud prevention and security measures.
- Automobile Purchase Experience:
- Researching car models and features.
- Visiting dealerships and test-driving.
- Financing options and negotiations.
- Vehicle delivery and paperwork.
- Service center interactions.
- Vehicle warranty and maintenance.
- Tech Support Interaction:
- Contact methods (phone, email, chat).
- Troubleshooting and issue diagnosis.
- Escalation processes and response times.
- Resolution and problem-solving.
- Customer satisfaction surveys.
- Follow-up or ongoing support.
- Tourism and Travel Planning:
- Destination research and reviews.
- Booking accommodations and flights.
- Planning activities and tours.
- Managing travel itineraries.
- Sharing experiences on social media.
- Gathering recommendations from fellow travelers.
- Education Enrollment Process:
- Application submission and deadlines.
- Admission requirements and prerequisites.
- Course registration and availability.
- Financial aid and scholarship applications.
- Orientation programs and campus tours.
- Academic advising and support services.
- Insurance Policy Purchase:
- Quote comparison across providers.
- Policy customization and coverage details.
- Premium payments and billing options.
- Claims reporting and documentation.
- Claims processing and communication.
- Policy renewals and adjustments.
- Gaming User Experience:
- Game discovery through stores or platforms.
- Download and installation process.
- Gameplay mechanics and controls.
- Multiplayer and social interactions.
- In-game purchases and virtual currency.
- Game updates and community forums.
- Event Ticket Purchase:
- Event discovery through marketing channels.
- Seat selection and pricing tiers.
- Ticket delivery options (e.g., mobile, print).
- Event check-in and access control.
- On-site amenities and concessions.
- Post-event feedback and reviews.
Key takeaways
- A customer experience map is a visual representation and assessment of business-to-customer relationships at every stage of the buying journey.
- In creating a customer experience map, function is more important than form. The map must clarify touchpoints where a business is either strengthening or weakening the quality of the interaction.
- Customer experience maps are important in developing buyer personas and building personable relationships with consumers. With a focus on proactively addressing common pain points, customer loyalty and retention increases.
Customer Experience Maps Highlights:
- Definition and Importance:
- Customer experience maps visualize all interactions between a customer and a brand.
- These interactions, known as touchpoints, encompass marketing, sales, customer support, and more.
- The map allows businesses to enhance customer interactions, leading to satisfaction and loyalty.
- Improvement through Mapping:
- Not all interactions are positive; maps help identify areas for improvement.
- Businesses refine customer experiences, fostering loyalty and dedicated followers.
- Creating a Customer Experience Map:
- Maps can be made using sticky notes, spreadsheets, or flow charts.
- Prioritize functionality over design.
- Organize data to show customer progression and areas of excellence or improvement.
- Key Elements for Success:
- Touchpoint Inventory: List all customer touchpoints, both digital and physical.
- Point of Relationship: Consider where customers are in their buying journey.
- Business Reason: Define the purpose of each touchpoint, such as education, support, or sales.
- Customer Impact: Identify how each touchpoint affects customers’ loyalty and repeat sales.
- Touchpoint Owner: Assign responsibility for managing each touchpoint.
- Effectiveness: Assess whether touchpoints meet customer expectations and eliminate unnecessary interactions.
- Benefits of Customer Experience Mapping:
- Enhanced Marketing: Identify customer pain points and tailor marketing to address them.
- Improved Retention: Refine after-sales strategies for higher Net Promoter Scores.
- Proactive Service: Anticipate customer needs, allocate resources efficiently, and provide empathetic service.
- Key Takeaways:
- Customer experience maps assess business-customer relationships throughout the buying journey.
- Focus on function rather than appearance when creating maps.
- These maps aid in building buyer personas, developing relationships, and addressing pain points.
- Addressing pain points proactively fosters customer loyalty and retention.
Visual Marketing Glossary
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