Mapping the Customer Experience: 3 Visual Tools for Design & Delivery

by Chris McLean, on Apr 21, 2021 1:36:29 PM

Read Time: 4 minutes

We all are customers. On a daily basis, we’re adding products to our Amazon cart or engaging with services offered remotely via digital platforms and digital platform design. Now, whether that experience is frustrating or pleasing, we still undergo a ‘customer experience’. In the wake of Covid-19, many organizations have moved digital transformation to the top of their corporate priority list – specifically digital transformation for customer experience. Coordinating such a monumental shift throughout the entire organization is a brutal task for any leader.

A recent survey reported that 80% of companies say their digital transformation efforts involve multiple business units or the entire company. Budget cuts have added complexity to the ability of leadership to create consensus around the design and digitization of the customer experience. Remote workforce management has further exasperated communication issues for these leaders. In fact, the same survey showed that more than 70% of transformations fail, most often due to employee resistance. So, given the significant resource investment, how can we avoid miscommunication and low adoption?

How to Articulate Your Digital Customer Experience Design to Your Employees

What leaders often miss is that communication is not as simple as repeating copy in internal newsletters or putting up posters next to the water cooler (especially now that the remote workforce has increased 87% since pre-pandemic). Specifically, with CX, the most often overlooked need is for mapping the customer experience with tools that help communicate deeper detail across business units, as well as up and down the chain of command.

Check out our latest e-book “How to Design an Elevated Customer Experience” to learn about the tools and strategies you can use to purposefully design your CX.

How to Visually Communicate with Customer Experience Mapping Tools

Creating a customer journey map and service blueprints are tools that can help any leader in digital transformation effectively communicate and implement the digital transformation strategy and change management efforts needed.

These customer experience mapping tools provide three distinct views to understand and communicate your CX design and delivery:

  1. Strategic Journey Map: The Overall B2B Customer Experience Strategy
  2. Managerial CX Design: The High-Level Customer Experience Strategy Design
  3. Service Blueprints: The Details of the Digital Transformation for the Customer Experience

These tools will provide insight into the design while providing the right level of information for the audience and forcing the organization to view the interaction from the customer's point of view.

1. Strategic Journey Maps: Communicate the Digital Customer Experience at the Executive Level

Strategic customer journey maps communicate the overall B2B customer experience strategy to the executive team. Executives can use this to better understand how the change in the way their customer interacts with the business’ digital experience compared to the existing traditional, offline experience. The strategic journey map will also help identify who should oversee the necessary change management efforts needed to make this transformation succeed.


Figure 1: Strategic Customer Journey Map (Example for a Healthcare Organization)

2. The Managerial CX Design Map: Communicate the Digital Customer Experience at the Managerial Level

Mapping the customer experience from the managerial view requires taking the existing strategic journey map for the executive level and layering an overview of what the entire organization will need to do to execute the B2B customer experience strategy.

This will help the managerial level of each business unit including marketing, sales, operations, and customer service understand the way they will impact the customer’s journey regarding the organization’s capabilities and delivery channels. It also provides more context to the managerial level of each business unit of how the digital customer experience will affect their business area’s responsibilities without getting bogged down in every minor detail.


Figure 2: Managerial CX Design Tool (Example for a Healthcare Organization)

3. Service Blueprints: Communicate the Digital Customer Experience to the Project Teams and Business Areas

Service blueprints are used to communicate the detailed designs of the customer experience to the project teams, subject matter experts, and business areas. This customer experience mapping tool is especially helpful for cross-departmental coordination as it visually depicts both the customer actions and any actions behind the scenes (e.g., hand-offs between employees, system actions, third-party’s actions, etc.).

Service blueprints aid project teams and business areas across the company in building supporting documents (i.e., business requirement documents, standard operating procedures, training material, job offerings, etc.).


Figure 3 : Service Blueprints (Example for a Healthcare Organization)

What's your Organization’s Customer Experience Maturity?

By mapping the customer experience with these three perspectives, you articulate your organization’s CX in easy-to-understand process diagrams to share with executive, managerial, and project and business area teams. So, where are you at? Have you developed customer experience mapping tools?

Purpose Driven Customer Experience creates a level of structure around the customer experience design, strategy, and execution that leverages proven concepts from the fields of behavioral economics and service design to bring a level of precision and discipline that any organization can benefit from. To talk to a customer experience expert, visit this page.

You can quickly assess your organization’s CX readiness. The assessment allows you to rank yourself on a 1-5 scale in less than 5 minutes. Our team of CX experts will send you a custom report with recommendations based on your needs.

Take Our 5-Minute CX Maturity Assessment

Topics:Digital TransformationCustomer Experience


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