1. INSTRUCTIONS & IDEAS Customer Journey / Experience Map ?
Guiding Principles
1. Start by looking at yourself in the mirror. What guiding principles drive your business?
What drives your company?
What drives your company?
What drives your company?
What drives your company?
Customer Journey – Stages, Motivations, & Actions
STAGES ?
2. Write out what stages your customer will naturally pass through along their journey…
YOU DO ?
3. What are your teams and your product supposed to be doing at each stage? ? ? ? ? ? ? ? ? ? ? ?
WHAT IS THE CUSTOMER SUPPOSED TO BE…
DOING?
4. What is your customer supposed to be doing with your product and how are they interacting with your teams at each stage?
THINKING? ? ? ? ? ?
5. What is your customer thinking about during each stage?
FEELING? ? ? ? ? ?
6. What is your customer feeling during each stage?
EXPERIENCE ? ? ? ? ?
7. What is your customer supposed to experience at each stage?
Value Creation Opportunities
Universal
By stages…
By stages… ? ? ? ? ? ?
8. What opportunities to create and capture value naturally arise at each stage of the journey? ? ? ? ? ?

2. Customer Journey / Experience Map
Guiding Principles
What drives your company?
What drives your company?
What drives your company?
What drives your company?
Customer Journey – Stages, Motivations, & Actions
STAGES ?
YOU DO ? ? ? ? ? ? ? ? ? ? ? ?
WHAT IS THE CUSTOMER SUPPOSED TO BE…
DOING?
THINKING? ? ? ? ? ?
FEELING? ? ? ? ? ?
EXPERIENCE ? ? ? ? ?
Value Creation Opportunities
Universal
By stages…
By stages… ? ? ? ? ? ? ? ? ? ? ?