The document discusses customer touchpoint mapping and customer experience. It defines customer experience as a customer's perception of interactions with a company, measured by how their expectations compare to reality. The customer journey has three elements: the objective, interactions, and results. The touchpoint mapping process involves identifying products/services, building maps, defining pain/pleasure points, validating assumptions with customers, and creating action plans. It recommends talking to customers at various stages to address pain points and design better experiences.
4. What is Customer Experience?
Customer
Service
Custo er’s
Expectations
Customer
Experience
Customer Service is
everything the customer
can:
• See
• Hear
• Smell
• Taste
• Touch
Reality
Customer Expectations are
what the customer bring to
the interaction They are
based on:
• Previous experience
• Recency
• Primacy
• Hearsay
• Association
• Priming
Not Reality
The customer experience is
ased o usto er’s
perception of the interaction
with a company, measured by
how far above or below their
baseline expectations the
interaction was.
These expectations are not
based in reality, they are base
on perceptions.
5. Three Elements of a Customer Journey
Customer Experience
Result
Interaction
Access
8. Action Plan
• Identify your main products/service to be mapped
• Build draft maps to start socialising them
• Define the pain and pleasure points
• Talk to your customers to validate your assumptions
• Talk to your customers to confirm pain and pleasure points
• Talk to your customers to create action plan to address painpoints
• Talk to your customers about the design of their product or service
• Talk to your customers about the best ways to measure you
• Talk to your customers about how you can make it easy for them