Review Of Mapping Experience By James Kalbach
Introduction
Customers have broken experience if they receive bad services or product from the company. The organization does not give importance to this Topic. For an example, billing process in a shopping mall where customers get the wrong invoices and entire company needs to face it. They provide good technology but not a good experience. They are focusing on their business growth. So this book shows your company or organization how to use different diagrams and get customers satisfaction. You can see your customer experience and find out the problems according to it. It is a good way for the growth of the business as well as services. You can predict the required products within a short time of span. We know that images are more powerful than words. Everyone working in the areas of customer experience and strategy will benefit from learning how to express ideas visually, and Mapping Experience is a great place to start. The Author offers several tips, tricks and, processes to actually get things done. The focus is on the organization’s perspective from inside-out to Outside-in. For this, he shows an alignment diagram, Some visualization methods and step by step process of this scenario. This book deals with different techniques for mapping experiences, not a single method or output. The diagrams describe the human experience of different situations.
Why do we need Alignment is not about the result. It is Collective actions of the entire system, which covers all level and give a common vision of an Organization. Every user has their own experience with processes, that need to be a map on a specific level. Visualization allows the viewer to go through the relationship. It is the key to see the market from a customer’s point of view. It informs strategy. So mapping experience is a must-have for strategic alignment of the system.
Concept
The concept of mapping helps us understand the complex system of interaction. There is a technical difference between the words map (an illustration of where things are) and diagram (an illustration of where things work). This book is not about customer experience management, service design or user experience design. It is about diagrams that span those field of practice. The audience for this book involves designers, product managers, brand managers, marketing specialists, strategists, entrepreneurs, and business owners. This book is intended for anyone involved in the end-to-end planning, design, and development of products and services. This book is about possibilities and not for specific techniques.
Characteristics of Mapping experiences
The content of this book is divided into mainly three parts. Each of the parts has their own strategy and examples.
Aligning Value
We have seen that Organizations get wrapped up in their own processes and forget to look at the markets they serve. Operational efficiency is prioritized over customer satisfaction. This part deals with the overall approach to mapping experiences. It looks at how alignment diagrams point to new opportunities. They represent a new way of seeing a market, company and your strategy. People expect some benefit when they use the product and services of an organization. The User wants that service, solve a problem or experience a particular emotion. If they then perceive this benefit as valuable, they will give something in return-money, time, or attention. Value is in between at the intersection of the individual person and the offering of a Company. The focus should not be on a specific technique but rather on the broader concept of value alignment. E.g. Skype launched a program called “Skype in the Classroom.” by this, teachers can collaborate with other instructors around the world and design different learning experiences for their students. This chapter shows how mapping experiences can contribute missing strategic insight and ultimately serve as a corrective lens for strategy myopia.
Fundamentals of Mapping Experiences
Mapping experiences allow you to locate transitional volatility within a broader system of interactions and find innovative solutions to address it. The diagram will answer the question, what is it about? E.g. a news magazine serves two distinct audiences: readers and advertisers.
This part covers five topics like Initiate, Investigate, Illustrate, Aligning and Envisioning.
The first is How do I begin? For that, in turn, include others in the process, consider both current and future states, convince decision makers. The Purpose is not just to make a diagram, but to engage others in conversations and develop solutions together as a team. This, in turn, contributes to revenue growth. It’s about coming up with a model that fits your purpose. The next is to investigate. Reviewing existing sources of information not only informs the creation of a diagram, but it also sets up your research agenda for the following steps in this investigation phase. You will have a better sense of what to ask in your next phases of research, starting with internal stakeholders. It extracts relevant information that can inform the creation of a diagram. Illustrating the diagram will provide information about Layout and Designing of the form including quantitative content-information that reflects an amount or magnitude. E.g. Sankey diagrams are a specific type of flow diagram that use different sizes and thickness of lines to show quantity increases or decreases. The goal at this stage in the process is to assemble the insights from an investigation into a single diagram.
Next topic gains an outside-in view of the individual’s experience, articulate ideas quickly, and test them for immediate feedback. It identifies opportunities like Redundancies, competitors, weakness, and gaps. Diagrams don’t provide the answers; instead, they spark conversations.
Last but not least topic is Envisioning future experiences. You should have a good idea of how to visualize future experience with complementary techniques. There are many ideas to represent like storyboards, comics, visual storytelling, scenarios. These are detailed descriptions of an intended experience from the individual’s perspective. A user story map illustrates how user stories relate to one another. This allows teams to grasp the concept of the system. Moreover, they align planning and development with actual user experience
In this section, there are 5 different kinds of diagrams like Service Blueprints, Customer Journey Map, Experience map, Mental Model diagram, and Spatial Maps. Each of these gives some unique difference from other. Service Blueprint depicts the services offered by the company with the Chronological structure. It looks at the ways they have been extended. Customer journey maps illustrate the experience of an individual as a customer of an organization. It describes how a customer interacts through the provider of the search service from the beginning to the end. It also details the current practice of customer journey mapping and related techniques. Experience maps are relatively new. Experience maps resemble service blueprints and customer journey maps closely, but with some important differences. They illustrate experiences people have within a given domain. A mental model diagram is the broad exploration of human behaviors, feelings, and motivations. Spatial maps and ecosystem models are discussed next. It maps out aspects of an experience spatially. So spatial maps are neither chronological nor hierarchical. The 3D aspect of this map makes it unique from the other kind of maps.
Advantages
The diagram shifts an entire organization’s view from inside-out to outside-in. It points to opportunities for improvement and innovation and gives teams a common big picture. It shows touchpoints and the relative context of those touchpoints. Mapping experiences help break organization silos. Visualizations bring focus to organizations.
Conclusion
The author is focusing on Value alignment rather than only mapping. He describes that what one person calls customer journey map can be experienced map of someone else. We try to make a good insight into the project. The most important thing is the Solution to a customer’s problem. Change your strategy, apply the diagrams and get things done.
