Customer experience mapping

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DoView visual strategic planning for Corporates.

It’s obvious that customers' needs should drive your business, but how should you represent these? A DoView® Customer Experience Map details your customers' needs, analyzes their pain points and helps you work out where you’re going to focus for strategic advantage.

DoView Visual Customer Experience Map for air travel

The overview of the map shows the different areas where you want to optimize your customer’s experience. 

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Drill-down page within the live DoView Visual Customer Experience Map

Below is a single drill-down page within the Customer Experience Map. 

Look inside the live DoView Visual Customer Experience Map

When modeled in DoView you can quickly drill-down into the map to study the detail - click on the boxes with gray triangles in them to drill-down.

Identify customer research questions

Below is the drill-down page for Great in-plane experience. We have mapped several customer research questions onto it. The highlighted blue boxes with the  ^ (representing the point of an arrow) on the bottom are the areas of customer experience focused on by the customer research question Res Q 1: Passengers’ views on customer service? Alternatively, if the user clicked on Res Q 2, the boxes which that question is focused on (food) would be highlighted. 

Identfy customer pain points 

Once your customer research has been done you can mark-up your DoView customer experience map with the areas where customers are experiencing pain. In this case, the customer research, as described above, has shown that there is no customer pain around Emergency instructions presented in a novel way to prevent boredom. However, there is a problem with Appropriate welcome from fight attendants and Air attendants give good customer service through flight

Identify priority customer touch points going forward

In the DoView customer experience map below we have marked up our priorities for where we want to improve our customer experience going forward. These are Appropriate welcome from flight attendants and Air attendants give good customer service throughout flight. The next step is to make sure that we launch projects to improve these two aspects. 

Prove that your projects are focused on your priorities

Below we are showing that Project 1: Develop new training resources for air attendants on customer service is focused on improving two of the boxes within the customer exerience map.  

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Scalable approach

We have stepped you through a very simple example here to show you how customer experience mapping works in DoView software. However, if your customer experience mapping was this simple you would not need to  

Use a poster to show you've mapped your projects onto priorities

Rapidly communicate the fact that you have line-of-sight alignment to others. Do this in whatever format is appropriate: within DoView Software, as a printed model, as a printed poster.

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Click within DoView Software or produce listing of which boxes each project is focusing on

Either use the DoView Software version of your model and right click on any priority box to see the projects that are focused on it, or create a PDF listing showing this. Conceptually, this provides a standardized language for your to describe the purpose or outcomes of each of your projects. This is essential in all project planning if you are going to ensure strategic alignment. Doing it within DoView is a lot faster and clearer than the traditional approach. 


Anyone can use the above DoView software company visual strategic plan, with acknowledgment, for their own company and for their own for-profit or not-for-profit consulting work if they, or their clients, are using DoView Software. Anyone can use it to teach anyone else how to use DoView software. If you want to use it for other purposes please contact

Using DoView to develop corporate strategy 

Info for IT Departments.
DoView versus drawing software.


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