Customer experience management is based on customer-oriented principles: it focuses on the customer’s experience with the end product and CEM seeks to comprehend his expectations and to create as many positive touching points as possible. The final goal of customer experience management is to turn happy customers into advocates of the respective brand/ product.
User Experience Maps (or Customer Journey Maps) enable you to track customer experiences and to draw outlines from their first contact with the respective brand until the ultimate disposal of the end product. All individual touching points will be evaluated and rated with an either positive or negative user experience (by using differently colored icons, for example). Thus, a map of the product experience evolves which exemplifies potential obstacles in regard to customer interaction.
3. I don't believe people are looking
for the meaning of life as much as
they are looking for the experience
of being alive.
Joseph Campbell (Professor of Mythology)
4. CUSTOMER JOURNEY / EXPERIENCE MAP
Basic Framework
doing
Actions which are
executed by customers
to meet their needs?
What are the key actions?
thinking
How do customers design
and judge their product
experience?
What do they expect?
feeling
Which emotions do
customers have on
their journey?
What are the ups and downs?
5. CUSTOMER JOURNEY / EXPERIENCE MAP
Main Components
the TAKEAWAY
The takeaway contains
strategic insight and
proposals which derive
from the Experience Map
and summarizes detected
obstacles and
opportunities.
THE LENS
The lens is a filter which
analyzes the journey of the
customer and summarizes it
to the core experience;
superior principles
and key values are listed.
Journey of the
customer
The journey of the
customer is always
individual and case-related.
It should illustrate the most
important points such as
phase transitions and
channel changes.
6. CUSTOMER JOURNEY / EXPERIENCE MAP
Capturing Significant Insights
Truthcounts
Only real data create
a useable Experience
Map as its value
closely connected
with the insights it
conveys.
QUANTITATIV
Based on qualitative
results, further data
sources, such as
statistical evaluations
or surveys, can help
to identify decisive
features.
QUALITATIV
Conversations with
customers the most
reliable source to gain
qualitative
knowledge.
The interview should
take place in a natural
manner and
environment.
Iterative
Directed by the
course of the
creation, an iterative
concept arises. The
process is improved
and becomes more
elaborated at the
same time.
Many sources
One source is never
enough to get a
comprehensive
picture. One should
gather as much
information as
possible from
different sources.
7. Next, emotions and thoughts are regarded more intensively with the aim to
identify the underlying need. The qualitative information of the results are
added as comments to the interaction points. Emotional conditions are
depicted graphically. Also, quantitative information, such as statistical details
find their place around the path.
CUSTOMER JOURNEY / EXPERIENCE MAP
Step Two
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8. CUSTOMER JOURNEY / EXPERIENCE MAP
Emotional Conditions – Detailed Depiction
MENTAL
State
ATTENTION
MOOD
LOW 1 2 3 4 5 HIGH
A- 1 2 3 4 5 A+
LOW 1 2 3 4 5 HIGH
ATTITUDE
MOTIVATION
M:Satisfied - Confident
MENTAL STATE
VARIABLES
MOOD STATE
9. CUSTOMER JOURNEY / EXPERIENCE MAP
Step Five
The last step is the evaluation of possibilities and obstacles for the
customer:
communicative
Does the user need a specific content
or specific essential information?
Is it possible to improve the sorting
of available information by means of
their relevance for the customer?
Interactional
What prevents the
customer from interacting?
How can the interaction
be improved?
10. CUSTOMER JOURNEY / EXPERIENCE MAP
All Components in One Depiction
Path
Customer journey with
interaction points and types
Thoughts
Annotations with the
customer’s thoughts at the
interaction point
Lens
Overlapping summary of
the customer’s core
experience
EMOTION Scale
Mental and emotional
conditions graphically
compiled
LEGEND
Breakdown of the symbolism
for easy understanding
TAKEAWAY
Proposals for improvement
and obstacles of the
particular
interaction phases
surrounding
Upstream and downstream
interactions, outer
conditions,
actual situation
11. CUSTOMER JOURNEY / EXPERIENCE MAP
DESCRIPTION TEXT
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Need
generation
INITIAL
CONSIDER
ATION
Delivery/
Installation
engagement
Moment of
purchase evaluation
Usage
BEFORE
DURING
AFTER
Loyalty
curve
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12. CUSTOMER JOURNEY / EXPERIENCE MAP
USERECEIVECONTRIBUTEJOININVESTIGATEDISCOVERSTAGES
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DOING
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THINKING
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FEELING
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13. CUSTOMER JOURNEY / EXPERIENCE MAP
STAGES 1. DISCOVERY 2. CONCEPTUAL DESIGN 3.DETAIL DESIGN
4.
DEVELOPME
NT
EXPERIENCE
DEVELOPMENT
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14. ECOMMERCE EXPERIENCE MAP
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REFUNDSRETURNSPRODUCTSHIPPING
AND DELIVERYORDERINGPROCESSPRODUCTDISCOVERYRESEARCH&
PLANNING
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15. CUSTOMER JOURNEY / EXPERIENCE MAP
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16. CUSTOMER JOURNEY / EXPERIENCE MAP
WORK IN
PROGRESS
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STAGES 1. DISCOVERY 2. CONCEPTUAL DESIGN 3.DETAIL DESIGN 4. DEVELOPMENT
STAGE
GOAL
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