Customer Experience Map

MATSUMOTO & CLAPPERTON@MCA_ON

Action(Customer)

DecisionIdeas for

improvementAction(Employee)

What they’re thinking

Option

Describe the actions your customers take along the buying process all the way to the sale, at least. If applicable, also include the after-purchase actions for both the customer and employees.

Describe the action your employee(s) will make. It would also be good to note the position of the employee who does the action to keep track of how your entire team is servicing your customer.

If there is a choice that needs to be made, note it here.

Note their options here.

What do you think your customers are thinking at that moment? How are they evaluating their decision?

Use this shape to note ideas of how you can improve the experience and possibly adjust the customer experience process.

Physical Element

Describe what physical aspects the customer is experiencing

Customer Experience Map

MATSUMOTO & CLAPPERTON@MCA_ON

Walks in the door

Greeter asks if they need help

Don’t know what I’m

looking for

Asks where to find something

Electronics Retailer

Expansive store, large section signs

Continues browsing

Greeter shows them where to

go

Walks around

Goes to section

Section Expert asks if they can

help them

Numerous displays of different

products

Each Section Expert asks if they can help

them

Continues looking on own

Asks foradvice

Continues browsing

Walks around

Asks a question

Section Expert answers

question, shows them products

Goes to cash register to pay

Selects product to buy

Decides to keep looking

Walks around

Section Expert helps them and shows products

Walks around

Goes to cash register to pay

Walks around

Selects product to buy

Decides to keep looking

Does he/she know what

they’re talking about?

Are they really being helpful or

just “selling”

Consider classes to draw people who are just looking

around

Consider having all employees have mobile payment

options

Consider having greeter walk with

them and introduce them to Section

Expert

E X A M P L E

Customer Experience Map

MATSUMOTO & CLAPPERTON@MCA_ON

Blank canvas for your

Customer Experience

Map

Action(Customer)

Decision

Ideas for improvement

Action(Employee)

What they’re thinking

Option

Physical Element