MAPPING THE CUSTOMER EXPERIENCE: Visualizing Customer Success

@JimKalbach@liciaNess

• Mapping experiences

• Visual techniques for CS

• Examples

• Discussion

You’ve got to start with

the customer experience

and work back toward

the technology –

not the other

way around.

1997

Individuals

Organization

Value

CUSTOMER JOURNEY MAP

Organization

Interactions

CUSTOMER JOURNEY MAP

Individual

Customer Journey Maps

Experience Maps

Service Blueprints

Mental Model Diagrams

Ecosystem models

…

ALIGNMENT DIAGRAMS

Point of View

Focus

Scope

Structure

Frame the Effort

Externalizing information offloads

working memory demands, and

allows us to see relationships.

An external spatial display

compensates for an internal

capacity limitation.

DR ANJAN CHATTERJEE

@JimKalbach

@JimKalbach

@JimKalbach

EXAMPLES1. Customer Journey Map

2. Account Map3. Success Plan4. Impact Stories

What other CS outputs could be visualized?

Thank You