Mapping the Customer Experience
We often think of interactions with customers in terms of one key moment (usually the point of sale) rather than a narrative. In reality there are many moments, or touchpoints, that customers experience in anticipation of that interaction, during the interaction, and in recalling it afterwards. These moments reflect positively and negatively on your brand, and each moment is an opportunity to design more intentional experiences. We’ve created a worksheet that you can use to think through this process for your own company or organization. Download the worksheet here:
How to use the Customer Experience Mapping worksheet
- For each stage (Anticipate, Enter, Engage, Exit and Extend), brainstorm the touchpoints your customers experience.
- Write these touchpoints on the cards below, and indicate whether the impression is positive or negative.
- Cut out the cards along the dotted lines.
- Assemble the cards in chronological order, and then move them up or down to indicate how positive or negative the experience was.
- Identify key touchpoints that can be improved, and note touchpoints that have not been intentionally designed.
Let us know how it goes!
We hope you find this customer experience mapping exercise helpful, and we’d love to hear how you use it to create compelling experiences for your customers or clients. Contact us to tell us about your own experience design.