Visualize your customer's experience from start to finish
Discovery phase
Evaluation phase
Decision phase
Engagement phase
Loyalty phase
What is the customer doing?
Where does interaction happen?
How does the customer feel?
What problems or friction exist?
How can we improve this stage?
James Kalbach
Comprehensive guide to experience mapping techniques including customer journey maps and service blueprints.
Marc Stickdorn, Markus Hormess, Adam Lawrence, Jakob Schneider
Practical guide to service design methods including customer journey mapping and touchpoint analysis.
Alan Pennington
Strategic approach to customer experience with practical journey mapping techniques.