should it include? The approach is based on the importance of designing a great Customer Experience, understanding not only the measurable aspects of our business model, but also the perception that the customer has of it. One of the best tools that can help us understand the customer experience in a customer lifecycle map is its heritage from 'design thinking'. A customer journey map is an oriented graph that describes a user's journey by representing the different
touchpoints that characterize their interaction with the service. In this type of visualization, the interaction is described step by step as in the classic model, but there is a greater emphasis on some aspects such as the flow of information and the physical devices involved. At the same time there is a higher level of synthesis than in the model: the representation is simplified through the loss of redundant information and deeper details. A customer journey map is a way to easily describe a possible scenario or map the experience through an existing service. For example, with a journey roadmap we represent the touchpoints necessary to lay the foundations for an activity, according to a specific
context. A typical process for this type of activity can start by asking participants in a 'gamification' process to choose a character, (or create a character from scratch), defining a goal for this character, in order to collect the touchpoints that allow us to achieve our goals. Cards, representation boxes, and even post-its in a work meeting or on a work table offer us a very important visual support that helps us understand the chain of sequences of activities and contact points that characterize the experience of a service. A map ultimately tries to reduce complexity by representing the different contact points in relation to the different types of stakeholders.
