Customer Experience Map

There isn’t a right or wrong way to go about creating a customer experience map and there are many different approaches that can be used for to carry out the process effectively. The following steps provide a general outline that can be followed, so as to ensure all the key components of a CX map are included: 

• Set Out your Objectives

Before creating your CX map, it’s a good idea to clearly define your objectives by outlining what it is you want to achieve by CX mapping. Clearly defined objectives will ensure that you create your CX map in a way that the components which are most relevant to your goals are kept in focus. 

• Outline All the Stages and Touchpoints within Customer Journey

Your customer experience map should depict every distinct stage within the customer journey. This will give stakeholders an understanding of the different touchpoints and channels at every stage. 

• Create Customer Personas

The next step is to create customer personas and illustrate the different experiences each one has throughout their journey.   

• Add Pain Points and Positive Experiences

Once you’ve created the different customer personas, you can now add the different pain points and positive experiences experienced by them. These are the most important components of your CX map as they pinpoint the areas that need improvement (pain points) and the areas that can be expanded on (positive experiences). 

• Document Customer Goals

Customer goals should also be included in the CX map as they depict how goals change through the different stages of the customer journey. By identifying the changing goals, you can discern areas for improvement in the service. 

• Incorporate Customer Data 

You can elevate your CX map by including customer data such as customer reviews or metric scores. These will help bring your map to life and make it more real.