A customer journey map, as the name says, shows the experience or emotion that the customer experiences at a certain point, and you have a visual overview of one point in the map where the biggest problem point is.
Customer journey maps illustrate how customers connect with your brand, using visuals to indicate important touchpoints and moments before, during, and after they interact with your brand or buy something. When done well, these maps are essential
However, a customer experience map delves deeper by incorporating data. It offers a clear way to examine qualitative and quantitative information simultaneously. Organized in swimlanes from left to right, it illustrates customer interactions and sentiments alongside data points. While data can reveal what is happening, it doesn’t always uncover the reasons behind it. For instance, you might notice a 10% user drop-off in your app (quantitative data). While heuristic analysis can provide insights, the most comprehensive understanding often emerges from direct engagement with customers through interviews and surveys (qualitative data).
If you’re showing your work to a busy stakeholder, this works like a snapshot to give a visual overview of the problem point, customer’s experience, and the data point.