“The experience map highlighted [on the left – click to enlarge] was part of an overall initiative for Rail Europe, Inc., a US distributor that offers North American travelers a single place to book rail tickets and passes throughout Europe, instead of going to numerous websites. They already had a good website and an award-winning contact center, but they wanted to get a better handle on their customersâ€™ journeys across all touchpoints, which would allow them to more fully understand where they should focus their budget, design and technology resources. Derived from this overall â€œdiagnosticâ€ evaluation, of which the map was just one part, were a number of recommendations for focused initiatives. The experience map helped create a shared empathic understanding of the customers’ interactions with the Rail Europe touchpoints over time and space.”
Chris Risdon expands on what constitutes a good experience map in a long and highly commendable article on the Adaptive Path blog.