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Customer Experience Map – Redux

15 July, 2012

At last I have updated the high-res version of my take on a customer experience map.

Prompted by a request for a high-res copy (a proper high-res, mind) I decided to review and update the original customer experience map I posted in June 2010, based on my original how-to customer experience map. Much time and practice has passed since I first did the original version so I took some time to reflect on what I’d do differently.

[insert pithy quote about the pain/embarrassment of looking back at naïve work and “when you know better you do better” sentiment]

I’ve done quite a few of these maps in real life now and it was a fun! (…”fun”? Is that the right word? – “fun” if it means bloody hard work, concurrently occurring with ‘ohmigod I’m never going to capture the complexity of the experience, followed quickly by ‘yeah, this is something!”)

I haven’t changed much from my original proposed content – bearing in mind it’s a public sector service focus:

  • I’ve eliminated the touchpoint qualifications (describing the nature of the information) because they’re too much to take on board, and make the map more about the delivery of the service than the experience of it.
  • While I’ve left them in the example, I don’t actually tend to do the Opportunity identifiers on the map itself anymore. Opportunities need to be put into the context of the service delivery parameters. That is, an improved experience opportunity might be great for the customer, but public sector context may mean, parameters, policy, funding, constraints just can’t cater for it. The packaged up service design (what I call the Service Design Specification) addresses all these aspects of how the service should be designed and implemented. Again, this is just a map of experience – not the design of the service.
  • One of the comments I had on the original map example was that ‘moment of truth’ was missing. I appreciate what the ‘moment’ means, but – as this is a public sector service – the ‘moment’ that leaves a lasting impression, say in the hospitality industry, just isn’t the same in a regulatory service. I have attempted to use it in a recent map, but it hasn’t resonated with the outcome the service change is seeking. I will continue to consider how it could fit, but it’s not represented here.

It’s still got a fairly dense level of content, but it is a map. Maps aren’t for reading they’re for using. And, if nothing else, the experience I’ve experienced of experience maps is that they really work when you involve clients in the development experience. And that they’re bloody hard and satisfying work.

As always, comments welcome.

10 Comments leave one →
  1. 18 July, 2012 8:51 am

    Hi. Clicking on the experience map does not show a high-res version but instead takes you to a blog article (state of design). I think the map is meant to link to here:

    Could be wrong. 🙂 Thanks for sharing your work. Guy

    • 18 July, 2012 8:57 am

      Hi Guy, That was super weird! It was working ok but I just checked and you’re right. Should be all fixed now. Thanks for letting me know. And thanks for the thanks 🙂

  2. 26 July, 2012 2:09 am

    Nice map! Like you, I’ve also found mapping to be, as you put it, “bloody hard” yet satisfying. I think it can be very challenging to incorporate all of the necessary emotional and analytical components of the customer experience into a data-rich map design that’s easy to understand, act upon and share with others. The company I work for, Touchpoint Dashboard, has a web-based customer experience mapping/touchpoint analysis tool that really streamlines the mapping process, yet provides an incredibly detailed analysis of the overall customer experience – more so than what a linear map on paper can provide. It is a collaborative tool, too, so multiple people and teams can simultaneously contribute to the map design, view it as it’s being built and/or access the results. You can test drive the tool on our website – we’d love to get your feedback. Thanks again for sharing your map and thoughts!


  3. 15 August, 2012 8:46 am

    Thanks Mel – awesome work!!
    Bel – DHS

  4. AdrianP permalink
    7 November, 2017 8:39 am

    Great work Mel… love your work… keep it up


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