Mapping Experiences, 2nd Edition

PART 1

PART 1. Visualizing Value

I’ve seen it over and over again: organizations get wrapped up in their own processes and forget to look at the markets they serve. Operational efficiency is prioritized over customer satisfaction. Many simply don’t know what their customers go through.

But we’re witnessing a shift of Copernican proportions.^* Nowadays, customers don’t revolve around the business; rather, businesses must figure out how they fit into the lives of their customers. This requires a change in mindset—one that this book can help you achieve.

Part 1 covers some of the fundamental aspects of the mapping process.

Alignment diagrams, introduced in Chapter 1, are a category of diagram that reorients organizations. They help you move from an inside-out view of the market to an outside-in perspective.

Chapter 2 deals with the overall approach to mapping experiences. Although the concept of “experience” is slippery, there is a systematic way to capture an experience in a diagram.

The best way to create a great customer experience is to focus intently on fostering an exceptional employee experience. This is the topic of Chapter 3, which shows how you can use mapping techniques to improve and innovate; to go beyond mere satisfaction and create a sense of purpose among employees.

Chapter 4 looks at how diagrams point to new opportunities that inform strategy. They represent a new way of seeing the market, your organization, and your market position.

* See, for example, Steve ...