Customers who have inconsistent, broken experiences with services and products are understandably frustrated. However it’s worse when people inside these companies can’t pinpoint the issue because they’re too focused on business processes. This practical book shows your company how one can use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you’ll be able to visually map your existing customer experience and envision future solutions.
Product and brand managers, marketing specialists, and business owners will find out how experience diagramming can lend a hand decide where business goals and customer perspectives intersect. Once you’re armed with this data, you’ll be able to provide users with real value.
Mapping Experiences is divided into three parts:
- Understand the underlying principles of diagramming, and discover how these diagrams can inform strategy
- Learn how one can create diagrams with the four iterative modes in the mapping process: putting in a mapping initiative, investigating the evidence, visualizing the process, and the use of diagrams in workshops and experiments
- See key diagrams in action, including service blueprints, customer journey maps, experience maps, mental models, and spatial maps and ecosystem models