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Expectation Mapping visualizes the expectations and feelings of a person (persona) during the entire Customer Journey. As with the Empathy Map, this is divided into four areas (see, hear, say/make, think/feel).
First of all, the participants divide the process/service into individual action segments, which a customer typically passes through.
For each of these action steps, the participants document the expectations on the basis of the four aspects mentioned above (see, hear, make/said, think/feel).
By visualizing the expectations across the entire customer journey, participants can now jointly analyze the results and identify areas with potential for improvement that contribute to an improved overall experience.
Finally, the participants prioritize the identified action fields.
Expectation Mapping is particularly helpful to visualize a customer journey and identify areas with potential for improvement. Very often, not the entire process/service has to be optimized and a focus on the most important aspects is sufficient. Expectation Mapping helps to identify these aspects.
Level of difficulty
paper & pens