See the whole journey.
Customers experience your company end to end, not team by team. Map what they do and feel at each stage to find where it breaks.
Example · An SME Switching Phone Providers
Stage 1
Discover
Hears about us
Feels: Curious
Stage 2
Buy
Compares quotes
Feels: Hopeful
Stage 3
Set up
Ports numbers
Feels: Anxious
Stage 4
Use
Makes calls daily
Feels: Fine
Stage 5
Get help
Phones support
Feels: Frustrated
Stage 6
Renew
Reviews contract
Feels: Undecided
Map reality, not the brochure.