4 tips to get started with customer experience maps
Customer experience maps serve many purposes throughout the marketing funnel. For brands, customer experience maps are a strategic asset to better understand how their customers and prospects behave. For an agency, customer experience maps can be powerful selling tools to identify areas where you need to fix marketing problems, or where current marketing needs to be revised.
Below, we cover 4 basic elements to get started with customer experience maps. And share an example of what one should look like!
4 tips to write customer experience maps
Define what the CX map is for. Why are you doing this? Know your key objectives.
Do your homework. Gather all the relevant pieces of info you can get on the brand, the consumer and the market. This means quant data, qual (either via focus groups, or interviews), and desk research. Without this, you’re missing precious context! (And probably kinda fudging it a bit… which we shouldn’t do!)
Remove all brand/comms bullshit. Put yourself in a consumer’s shoes. Trust your judgement to think like them. This isn’t about fancy language. It’s about identifying clear pain points in terms of how people know about, or experience, your brand.
Remember: this is an iterative process. The map will evolve over time alongside your knowledge and how the market evolves!
Btw, a customer experience map might look like this:
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