1. Customer Experience Map MATSUMOTO & CLAPPERTON@MCA_ON Action (Customer) Action (Customer) Decision Ideas for improvement Action (Employee) Action (Employee) What they’re thinking Option Describe the actions your customers take along the buying process all the way to the sale, at least. If applicable, also include the after- purchase actions for both the customer and employees. Describe the action your employee(s) will make. It would also be good to note the position of the employee who does the action to keep track of how your entire team is servicing your customer. If there is a choice that needs to be made, note it here. Note their options here. What do you think your customers are thinking at that moment? How are they evaluating their decision? Use this shape to note ideas of how you can improve the experience and possibly adjust the customer experience process. Physical Element Describe what physical aspects the customer is experiencing

2. Customer Experience Map MATSUMOTO & CLAPPERTON@MCA_ON Walks in the door Greeter asks if they need help Don’t know what I’m looking for Asks where to find something Electronics Retailer Expansive store, large section signs Continues browsing Greeter shows them where to go Walks around Goes to section Section Expert asks if they can help them Numerous displays of different products Each Section Expert asks if they can help them Continues looking on own Asks for advice Continues browsing Walks around Asks a question Section Expert answers question, shows them products Goes to cash register to pay Selects product to buy Decides to keep looking Walks around Section Expert helps them and shows products Walks around Goes to cash register to pay Walks around Selects product to buy Decides to keep looking Does he/she know what they’re talking about? Are they really being helpful or just “selling” Consider classes to draw people who are just looking around Consider having all employees have mobile payment options Consider having greeter walk with them and introduce them to Section Expert EXAMPLE

3. Customer Experience Map MATSUMOTO & CLAPPERTON@MCA_ON Blank canvas for your Customer Experience Map Action (Customer) Action (Customer) Decision Ideas for improvement Action (Employee) Action (Employee) What they’re thinking Option Physical Element