This document outlines a customer experience map that charts the typical journey and emotions of customers through various phases of purchasing a product. It identifies 5 phases: discovery of needs, research, consideration, purchase, and post-purchase. For each phase, it describes what the customer is typically thinking and doing, and highlights opportunities to better support them, such as providing advice, reviews, deals or guidance on specific products that meet their needs. The goal is to understand customers' decision making process and identify ways to improve their experience at each step.

1. Reacting in real time
@gilescolborne
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15. Customer Experience Map What customers do when purchasing
User type User type User type User type
Description of of typical user behaviour and their Description of of typical user behaviour and their Description of of typical user behaviour and their Description of of typical user behaviour and their
information needs. Include what difficulties they information needs. Include what difficulties they information needs. Include what difficulties they information needs. Include what difficulties they
normally have and anything that could potentially normally have and anything that could potentially normally have and anything that could potentially normally have and anything that could potentially
influence them influence them influence them influence them
Phase 1 name Phase 2 name Phase 3 name Phase 4 name Phase 5 name
Description of phase this phase in the users journey Description of phase this phase in the users journey Description of phase this phase in the users journey Description of phase this phase in the users Description of phase this phase in the users journey
journey
Customer emotions
What the user is What the user is What the user is What the user is What the user is What the user is What the user is What the user is What the user is What the user is
thinking thinking thinking thinking thinking thinking thinking thinking thinking thinking
Research online
Research online
Search for
Ask friends and preferred brands
Ask friends and
family for advice
family for advice
Search for d Research in store
specifics that Research in store
Ask what I need match needs
Ask friends and Is it the right
Ask friends and
family for opinions size
family for opinions Look at specific Compare specifics
detail of product Compare specifics
Ask what to look
for in a product Is it the right
colour
Ask what they
have used Try the product
What's the Is it the right
Ask where to before
quality like size
look
Customer actions
Trying stuff they View forums and
have got social networks Ask for advice Show choice to
Is it the right Showparty to
third choice
Notice what colour third party
Ask friends and
people in the
family for advice
street have got Look for best
Ask about sellers
previous Check
competitor What's the
experience
prices on phone quality like
Asks what they Show to partner
Asks what they
would like
would like Looks for offers Compare user
Ask how much it and deals Compare user
ratings
should cost See what the ratings
Realises specific See what the sells
supermarket Is it safe
Look for advice
needs for product supermarket sells Searches for
Look for advice online specific product Show to Gifter
For a specific Look for advice
online
Searches for that they have
item online
Learn brands specific item or bought before
Decide which one I
brand Talk to other Compare cost Compare user Compare price Compare product Read impartial
Prefer
Needs have An item needs Learns about and Receives a lot of Realise this is realy Uses knowledge Consider second Compare cost
people who Compare cost ratings with other specifics against reviews on chosen
Discover I'm
changed
pregnant
replaceing event
-Birth
An item needs
disposable income
replaceing
Realise this is realy
complicated
complicated For a specific View forums
gained from
previous purchases
Look at catalogues
Look at catalogues
See what the
hand
supermarket sells
Doesn't find it
Doesn't find it already own products my needs product
Ask if its suitable
Ask parent if gift is Purchase
Should I buy products
-Birthday
brand
new? I don't want to
suitable for child
process
spend too much
Gap analysis
How can we How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase
support our
customers? How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase
How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase
How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase
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18. Thank you
Giles Colborne
giles.colborne@cxpartners.co.uk
07850 590966
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