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.