can you tell me about the difference between customer journey map and customer experience map?
in Mapping Experience Book By James Kalbach he said they are two different things but i could not understand the differences and which one should i use.
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A customer journey map is a subset of a customer experience map which includes many other information like opportunities, pain points, calls to action, qualitative insight, why does each touchpoint exist from an operations perspective, what department is responsible for each touchpoint, does each touchpoint enhance or weaken a customer’s experience etc.
According to this article:
It’s an artifact that serves to illuminate the complete experience a person may have with a product or service. But it’s not just about the illustration of the journey (that would simply be a journey map). And it’s not a service blueprint which shows how a system works in enough detail to verify, implement and maintain it.
And according to this article :
will help you better understand your customers and your business. It will help you strengthen customer relationships and see how all of your touchpoints affect your bottom line so you can ultimately improve it.
A customer journey map covers the path from discovery of a need/desire through to finding brands and products appropriate, to purchase. It's the journey up to becoming a customer.
A customer experience map includes the above, but also continues through ownership, usage, service, support, recommendations, reviews, references, responses and referrals. It's the full experience of a customer, including how they are perceived as a customer, and how they feel about their peers, friends and family also becoming customers and users.
I found this great article by Jim Tincher, making the two quite clear. He states:
" When deciding on the two, it’s critical to understand the business problem. We shortcut that to: Do you know the sources of most of your customer friction?
A customer journey map is the right tool if you know where you want to focus. For example, we worked with an east coast hospital to better understand its radiology experience. By focusing on one specific journey (scheduling through receiving advanced imaging), we were able to give very specific feedback on where their patients were getting frustrated today, and where to target to build better patient outcomes and loyalty. But it was almost no help to other departments in the hospital.
An experience map is best if you don’t know exactly where the problem is. A non-profit client knew that friction occurred somewhere in their multi-year experience that led members to become less engaged, but didn’t know exactly where. Zeroing in on only one journey within that relationship would have caused us to miss members’ most critical needs. The trade off is that while we had very actionable results that led to them to rethink everything from how they’re structured to their membership approach, we now need to zero in to get more specific on the member experience within specific journeys."
I hope this helps.