Use Customer Experience Mapping To Gain Insight Into Buying Decisions

Mapping the customer experience journey can help provide useful insights into the sales process. That is why customer experience mapping requires some of the best people on your team. If you are a business owner however, you may be tasked with doing all the customer experience mapping yourself. If that is your personal plight, do not stress too much. Just be sure to include these five key components in your customer experience map. That way, you can be sure your customer experience mapping endeavors prove effective at helping you increase sales volume for your business.

Step Into The Customer’s Shoes

When mapping the customer experience journey, make sure you do so through the eyes of the customer. That is why it is called customer experience mapping. Each step should refer to actions taken by the customer. It should not include the internal processes that go into the customer making that decision. Step into the customer’s shoes and describe what is going on on their side of the equation throughout each stage of the sales process. This is a must for effectively mapping the customer experience.

Include Emotion

The best customer experience maps include the emotions behind the decisions. These emotions are what is driving their behavior. It is good to have an understanding of them when trying to optimize your sales cycle for your virtual business. Otherwise, you are not really providing insight into what makes customers buy your product or not. You are just stating a list of actions that customers take. Make sure your customer experience maps always include insight into the emotions that act as a catalyst for purchase decisions.

Multiple Data Sets

Include a couple of different types of data when creating a customer experience map. Analytical data is of course necessary. You want to know the numbers behind the consumer buying process. They provide valuable insight. But, you also want to be sure to include some anecdotal research data as well. Anecdotal data will provide you better insight into the emotions that drive consumer decisions. That can be an invaluable part of the customer experience map. Make sure to use multiple types of research for the best customer experience mapping possible.


You want to include information about touchpoints used at various points in the customer journey. Touchpoints are the name given to customer interactions with your business. This term refers to the actual actions that the customer is taking throughout the journey. Be sure to include external touchpoints, the interactions your customer has with your company that you, the business, have no control over. This way, you can be sure to create a customer experience map that accurately depicts every single part of the buying process without ever needing to use business consulting services.


Customer experience mapping requires a set timeline to be effective. Make sure you have a set window of time that the customer experience map encompasses. Otherwise, your customer’s experience may never end. If your customer experience map accounts for a finite amount of time or distinct, yet variable, stages, you can be sure to produce a map that helps you identify areas in need of improvements.

If you are a business owner, customer experience mapping best practices may be foreign to you. Thankfully, you can easily learn them by reading the five points above. These five elements of customer experience maps are must-have components, regardless of whether you are trying to profit from sports or business software. They will help you accurately identify problem areas to devise improvements to your sales process. Make sure you include them, and you can be confident that your customer experience maps are effective sales tools.

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