Customer journey mapping is a process that involves: 1. Mapping out the entire customer experience from before, during, and after interactions with a business. 2. Identifying at each interaction point what enhances or destroys customer value from the customer's perspective. 3. Gathering customer feedback after experiences to understand how interactions can be improved to create more loyal customers.

1. Customer Journey Mapping
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2. What is Customer Journey Mapping?
• A process for creating insight and be more
attentive to guests' expectations and actual
experiences in every guest interaction.
• Teach us how we can improve every guest
interaction to create wow experiences and thus
more loyal guests.
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3. Designing the customer experience
2. During
Value enhancers
Value destroyers
Guest perspective
”Moments of truth”
3. After
1. Before
Customer feedback
Designing the
customer
experience in
every customer Organization
Interaction = Guest experience perspective
4. Make it happen
To act upon customer feedback
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9. Workshop
• Choose a “type guest" – for example two female friends are going on a spa
weekend
• Write down all interaction points, before - during-after the experience itself
• Define guest probable expectations at every interaction point - what is
important for the experience to be a fantastic
• Define so called Value enhancers and Value destroyers, consider what you
need to create with for example attitude, social interaction, personal
values ​and extraordinary skills to deliver value enhancers and minimize
value destroyers
• Define what kind of information is important for the guest at each
interaction point
• Discuss how you think these interaction points are especially on your own
Spa
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