Most customer experience maps exclude one of the most important, most influential indicators related to driving loyalty, which is customer emotion.
Bored during Hurrican Irene, I was perusing Twitter updates and stumbled upon a link called “Mapping The Emotional Customer Experience”. I clicked to learn more, because the topic sounded intriguing. The related projects I had been involved in to date were all process or technically oriented and did not consider emotions or feelings.
I clicked on the link and spent quite awhile reading an article and then listening to a webinar called, “See What Your Customers See: Mapping Your Real Customer Experience” from Beyond Philosophy, a customer experience consulting firm with offices in the US and UK. It was fascinating content, which inspired this blog post.
A customer experience map is created to chart the customer experience from the beginning to the end of your buying process and the beginning to end (or ongoing) of your post purchase process. It considers all of the customer touch-points, messaging and activities. The objective of creating this map or flow chart is to better understand what is working, what is not, and the areas of opportunity, so you can improve the customer experience and drive customer loyalty.