The document discusses a method called Effectiveness Mapping that aims to objectively measure the subjective experiences of customers over time. It involves defining categories of effectiveness, developing queries to measure customer experiences before and after using a product or service, and using the results to prove and improve the offering. Effectiveness Mapping provides benefits like enhanced customer engagement, intelligence to differentiate from competitors, and credibility for companies. It is presented as a better approach than traditional satisfaction surveys by quantifying the actual changes customers experience.