Business Knowledge

Digital Customer Experience: Applied Frameworks

Improve Your Digital CX: A Quick Guide

Put yourself in your customer’s shoes! Use these tools to see what they see.

1. Customer Journey Map (Your Customer’s Path)

  • [ ] Define a key customer journey: (e.g., “First-time purchase,” “Problem resolution,” “Onboarding”).
  • [ ] Map Touchpoints: List every digital interaction (website, app, email, social, chat).
  • [ ] Identify Actions, Thoughts, Feelings: What is the customer doing, thinking, and feeling at each step?
  • [ ] Spot Pain Points & Moments of Truth: Where do they get frustrated? Where can you delight them?

2. Empathy Map (Deep Dive into ONE Customer)

  • [ ] Choose a specific customer persona: (e.g., “Busy New Parent,” “Tech-Savvy Freelancer”).
  • [ ] What do they SAY? (Quotes, conversations).
  • [ ] What do they THINK? (Beliefs, motivations, hidden thoughts).
  • [ ] What do they DO? (Behaviors, actions, interactions).
  • [ ] What do they FEEL? (Emotions, fears, aspirations).

Your Action:

  • Pick one small, frustrating digital touchpoint.
  • Map that part of the journey.
  • Fill out an Empathy Map for the customer experiencing it.
  • Brainstorm 3 ways to turn that pain point into a moment of delight.

Golden Rule: Design for your customer, not for your internal processes.