3 realistic (future) scenarios for specific target groups, combining different stories. Showing the value of this tool and used as framework for prototyping and testing (validation).

Experience map

We have used the method of service journey design, which is primarily focused on focus points and customer expectation management (Folstad and Kvale, 2018). These different focus points in the value creation of service delivery also are found in the method of Experience Mapping. An Experience Map is used to gather insights based on the company, service or future innovation and can include customer journey characteristics (like stages and general customer experiences) and combines this with more firm initiated service elements. 








During an experience, there are several phases.

Thereby creating a more general overview of possible touchpoints and experiences then visualizing common journeys. It can be used for a more holistic view on the service offering and (expected) customer experiences.

Customer Journey Map

Here we go one step further with the experience map earlier in the empathy phase.  A customer journey and an experience map is basically the same, except that the experience map focuses on gathering insights based on the company, service or future innovation. The customer journey map is focussing on the same as the experience map and also includes customer journey characteristics, such as stages and general customer experiences and combines this with more firm initiated service elements. The Customer Journey Map (CJM) is also used for mapping the current state of the innovation. The current state is important to gather all the insights of your research and to see which elements might need further investigation. The fundamental idea behind CJM is relatively simple; it is a visual depiction of the sequence of events through which customers may interact with a service organization during an entire purchase process. CJM lists all possible organizational touchpoints customers may encounter during the service exchange process. By clearly understanding customer touchpoints, senior management can work with cross-functional team members to employ tactics that foster service innovation. The goal of these tactics is to enhance customer service provider interactions by improving the customer experience associated with each touchpoint.

Touchpoints are typically depicted horizontally on customer journey maps in accordance with a process timeline. The timeline is then separated into periods: pre-service, service, and post-service. The pre-service period refers to the customer experience before an actual service begins. The service period refers to touchpoints that customers experience during an actual service. The post-service period refers to the customer experience that takes place after the actual service. Touchpoints in this period may include a customer posting a picture of a purchased item on Facebook, returning merchandise, or receiving an incentive to return to the service.

After identifying all the customer touchpoints in the different periods, it’s possible to develop strategic categories along the vertical axis that depict relevant strategic initiatives associated with each touchpoint. While the horizontal axis in CJM is relatively easy to comprehend, developing the vertical axis can be significantly more complex. The effectiveness of a customer journey map as an innovation tool depends on the vertical axis.

Some characteristics of the CJM are summed to take into advance:

  • Using different viewpoints (stakeholders). It is useful to create fitting stories, because all (segments of) fans have different preferences and needs.
  • a Customer Journey Map is a complex visualisation of numerous factors, phases and relationships with end-users, stakeholders etc.
  • A future scenario is always fictive and caution needs to be taken into consideration to not make it a complete “happy flow”.
  • It is a “work in progress” tool which cán and shóúld be used for improvement, showing pain points, issues and expected opportunities if implemented in the right way.
  • It is a tool for communication of insights rather than a perfect story.