Mapping customer experience: The importance of asking the right questions

With the rise of user experience (UX) in the last years, traditional customer journey maps have been evolving into experience maps. An experience map visualises the customer’s steps before, during and after using a service (i.e. the customer journey), and when and how the customer interacts with the touch points of the service provider. They moreover serve as a visualisation tool for needs, emotions and circumstances of the customer as well as relevant dimensions from the perspective of the service provider. This makes experience mapping a very useful customer- centred design technique that results in a visual and holistic representation of the entire service sequence.