Type 2: current and future state experience
Current and Future State Experience maps require significant time and financial investment but are extremely useful.
Current and Future State Experience maps narrow the focus to the customer or consumer’s interactions with your products or services across the product or service lifecycle. The map identifies the ‘points of pain’ in the customer or consumer journey - that is, where they are experiencing barriers to solving their problems. This information can provide your business with opportunities.
This approach can be time and cost intensive as it requires the business to elevate its understanding through extensive market research of their customer’s or consumer’s decision making and purchase journey. As a result of the research, a business can adjust and align its business strategy and action plans to the changing market conditions in order to improve the customer experience.
© RMIT University 2016