I want to know the difference between CE mapping and CJ mapping. This is starting point for measuring Customer experience quality constructs for my research in CEQ in healthcare
Experience could be ad post, after the fact, while journey could be a priori, anticipated. Alternatively experience tends to have a smaller number of "moments of truth" compared to journeys. There are multiple experiences along the journey.
https://www.google.com/amp/s/www.researchgate.net/publication/330535962_The_Moment_of_Truth_A_Review_Synthesis_and_Research_Agenda_for_the_Customer_Service_Experience/amp
The process of customer experience mapping aims to consider every variable, every channel, and every possible path a customer could take to purchase. Taking vast amounts of data from a multitude of sources and drilling down to key, actionable data points that clearly convey the experience from a customer’s perspective seems like a daunting task, but following the right steps and working through the mapping process strategically puts experience mapping well within reach for any marketer or brand.
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You might think a customer experience map is the same thing as a customer journey map. They are similar, but not exactly the same. A customer journey map outlines the touch points of consumers experience from first exposure to sale and even post-sale interactions with a company. A customer experience map takes it one step further, examining the complete picture of the customer experience with a brand, analysing behaviour and interactions across touch points and channels.
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Rather than a linear path from point A to point B, a customer experience map provides an understanding of the process that every type of target customer goes through when interacting with your brand, visually organising every possible interaction a consumer could have with a brand throughout the entire buying journey. Experience maps look at a broader context of human behaviour. They show how the organisation fits into a person’s life.
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You may read more details at : https://www.ngdata.com/creating-a-customer-experience-map/
In continuation with my above answer, you may also read the eBook available at : https://www.totango.com/whitepapers/best-practices-on-customer-journey-mapping?_bk=customer%20journey%20mapping&_bt=385586054134&_bm=p&_bn=g&utm_source=Paid%2520Search&utm_campaign=+Customer+Journey+Mapping&utm_medium=ppc&utm_term=customer%20journey%20mapping&hsa_ad=385586054134&hsa_ver=3&hsa_mt=p&hsa_tgt=kwd-297704551083&hsa_kw=customer%20journey%20mapping&hsa_grp=64482763145&hsa_net=adwords&hsa_acc=8469793219&hsa_src=g&hsa_cam=1675271400&gclid=EAIaIQobChMInJSkn-HS5gIVjB0rCh0OMQ9iEAAYASAAEgJi-PD_BwE
Dear Dr. Saba Fatma,
The difference between Customer experience mapping and Customer Journey mapping.
01. Customer experience maps:
- Generalize the concept of customer-journey maps across user types and products.
- An experience map is a visualization of an entire end-to-end experience that a “generic” person goes through in order to accomplish a goal. This experience is agnostic of a specific business or product. It’s used for understanding a general human behavior (as opposed to a customer journey map, which is more specific and focused on related to a specific business).
Characteristics:
- It is not tied to a specific product or service.
- It is split into 4 swim lanes: phases, actions, thoughts, mindsets/emotions.
- It offers a general human perspective; it is not a specific to a particular user type or product/service.
- It depicts events in chronological order.
Why use it:
- To understand a general human behavior
- To create a baseline understanding of an experience that is product/service agnostic
When to use it:
- Before a customer journey map in order to gain understanding for a general human behavior
- When converging multiple experiences (tool and specific user agnostic) into one visualization
02. Customer journey maps:
- Focus on a specific customer’s interaction with a product or service.
- A Customer Journey Map is a visualization of the process that a person goes through in order to accomplish a goal tied to a specific business or product. It’s used for understanding and addressing customer needs and pain points.
- In its most basic form, journey mapping starts by compiling a series of user goals and actions into a timeline skeleton. Next, the skeleton is fleshed out with user thoughts and emotions in order to create a narrative. Finally, that narrative is condensed into a visualization used to communicate insights that will inform design processes.
Characteristics:
- The map is tied to a specific product or service.
- It is split into 4 swim lanes: phases, actions, thoughts, mindsets/emotions.
- It reflects the user’s perspective:
- Including her mindset, thoughts, and emotions
- Leaving out most process details
- It is chronological.
- There is one map per persona/user type (1:1 mapping).
Why use it:
- To pinpoint specific customer journey touch-points that cause pain or delight
- To break down silos to create one shared, organization-wide understanding of the customer journey
- To assign ownership of key touch-points in the journey to internal departments
When to use it:
- At any point in the design process, as a reference point amongst a team throughout a product design cycle
I hope the information will help you.
With Best Wishes,
Samir G. Pandya
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