With customer journey mapping, marketers can see the entire customer experience, giving them valuable insights into how customers interact with the brand. This chapter outlines the different types of customer maps that have been developed for different customer experience projects, and when they should be used. It covers maps including:

  • Experience maps: These describe human behaviour in general, rather than focusing on individual customers, users or audiences, and include transactions such as paying by cheque, withdrawing cash from an ATM or requesting an invoice.
  • User story maps: These visualise specific scenarios on a customer journey, such as booking a hotel, which can be used to plan and implement small projects.
  • Empathy maps: These consider what a customer might say, do, think and feel in a specific situation, such as buying a TV. They can be a great place to start for organisations who are yet to segment their audiences, or have limited budgets.

How can these different types of maps help marketers understand the actions they must take to help their customers progress on their journey?