Mapping Experiences, 3rd Edition

PART 1

PART 1. Experience Mapping: Visualizing Value

I’ve seen it over and over: organizations get wrapped up in their own processes and lose sight of the markets they serve. Operational efficiency trumps customer satisfaction. They simply don’t know what their customers go through.

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

Part 1 covers fundamental aspects of experience mapping:

• Chapter 1 introduces alignment diagrams. These reorient organizations from inside-out to outside-in thinking. Value alignment becomes the foundation for customer-centered organizations.
• Chapter 2 focuses on customer-centered collaboration. Mapping becomes a catalyst for ongoing dialogue, encouraging teams to continually integrate customer insights into their activities.
• Chapter 3 examines the building blocks of mapping. Although the concept of experience is slippery, there’s a systematic way to capture it in a diagram.
• Chapter 4 reviews map types, from service blueprints, customer journey maps, and experience maps to day-in-the-life and workflow diagrams. Each has its strengths and weaknesses. Understanding these basic tools helps you decide which to use when.

Polish astronomer Nicolaus Copernicus first ...