Catalog
concept#Product#Delivery#Analytics#Governance

Customer Experience Map

A visual representation of customer experiences across touchpoints to identify pain points and improvement opportunities.

A Customer Experience Map visualizes customers' experiences, expectations and pain points across all touchpoints.
Established
Medium

Classification

  • Medium
  • Business
  • Organizational
  • Intermediate

Technical context

CRM systems for data enrichmentAnalytics platforms (e.g., Google Analytics)Support and ticketing tools

Principles & goals

Holistic perspective across all touchpointsCombine data and qualitative insightsIteratively validate with customers
Discovery
Domain, Team

Use cases & scenarios

Compromises

  • Wrong prioritization due to incomplete data
  • Overengineering measures without hypotheses
  • Silos persist if responsibilities are unclear
  • Regular updates and clear ownership
  • Combine qualitative and quantitative data
  • Keep maps focused and communicate clearly

I/O & resources

  • Customer segments, personas
  • Qualitative interviews and observations
  • Quantitative usage and support data
  • Visual map with touchpoints and emotions
  • Prioritized action list
  • KPIs and measurement plan for follow-ups

Description

A Customer Experience Map visualizes customers' experiences, expectations and pain points across all touchpoints. It aligns emotions, channels and internal processes over time and enables systematic identification and prioritization of improvement opportunities. It provides a shared basis for cross-functional teams and informs strategic product and service decisions.

✔

  • Improved understanding of pain points and opportunities
  • Greater alignment between product, marketing and support
  • Basis for prioritized improvement initiatives

✖

  • Dependent on data quality and representativeness
  • Can become outdated without regular updates
  • Rarely captures all internal process details automatically

  • Net Promoter Score (NPS)

    Measures likelihood to recommend as a proxy for experience quality.

  • Conversion rate along the journey

    Tracks drop-offs and success rates at defined touchpoints.

  • Customer Effort Score (CES)

    Captures how easy it is for customers to achieve a goal.

E-commerce checkout map

Visualization of steps from cart to delivery to reduce drop-offs.

SaaS customer onboarding

Map that depicts technical setup, communication and support interactions.

Retail: after-sales experience

Captures customer contact in and out of store through post-purchase support.

1

Define goals and involve stakeholders

2

Collect and analyze data sources

3

Create prototype map and validate with customers

4

Derive, prioritize and measure actions

⚠️ Technical debt & bottlenecks

  • Missing integration of customer data sources
  • Insufficient tracking events for touchpoint measurement
  • No automated dashboards for monitoring
Unclear responsibilitiesFragmented customer dataLack of qualitative insights
  • Map used only for reporting without action derivation
  • Using outdated data to make important decisions
  • Responsibility remains diffuse and actions are not implemented
  • Confusing symptoms with causes
  • Ignoring organizational barriers
  • Overestimating representativeness of small samples
User research and interviewingData analysis and metric literacyWorkshop facilitation
Customer orientation and user centricityAvailability of data for validated hypothesesCross-functional collaboration across departments
  • • Privacy and compliance requirements
  • • Limited time resources for research
  • • Technical barriers for data integration