000			03842 a2200169 4500
020			_a9789385889592
082			_a745.2011 _bKAL
100			_aKalbach, Jim _993240
245			_aMapping experience : a complete guide to customer alignment through journeys, blueprints and diagrams
250			_aEd. 2
260			_aMumbai _bShroff Publishers and Distributors Pvt. Ltd. _c2021
300			_axxv,408p.
505			_a Contents CHAPTER 1. Visualizing Value: Aligning Outside-In...3 Modeling Experiences 4 Alignment Diagrams 5 Multiple Alignment 12 Focus on Aligning for Value 15 Principles of Alignment 18 Benefits of Alignment Diagramming 19 Case Study: Fighting Violent Extremism with Alignment Diagramming 24 CHAPTER 2. Fundamentals of Mapping Experiences 31 Frame the Mapping Effort 32 Identify Touchpoints 42 Case Study: Consumer Intervention Mapping 48 CHAPTER 3. Employee Experience: Aligning Inside 57 Employee Experience 58 Mapping the Employee Experience 60 Align the CX to the EX 64 Case Study: Aligning CX and EX for Strategy Building 76 CHAPTER 4. Visualizing Strategic Insight 81 A New Way of Seeing 82 Mapping Strategy 94 Case Study: Identifying Opportunities—Combining Mental Model Diagrams and Jobs to Be Done 109 CHAPTER 5. Initiate: Starting a Mapping Project 119 Start a New Project 120 Decide on a Direction 124 What’s the Difference? CJMs, Service Blueprints, and Experience Maps 132 Define the Effort 136 Putting It All Together: Which Techniques Are Needed When? 139 CHAPTER 6. Investigate: Make It Real 143 Review Existing Sources 144 Interview Within the Organization 148 Create a Draft Model 151 Conduct Research Externally 153 A Brief Guide to Interviewing 159 Analyze the Data 161 Quantitative Research 164 Case Study: Music Curation—User Research and Diagramming at Sonos 168 CHAPTER 7. Illustrate: Make It Visual 173 Lay Out the Diagram 175 Compile the Content 178 Design the Information 182 Showing Your Emotions 191 Tools and Software 194 Case Study: Mapping the Lab Test Experience 199 CHAPTER 8. Alignment Workshops: Find the Right Problem to Solve 207 Empathize 208 Business Origami 210 Envision 214 Evaluate 218 Case Study: Presumptive Design Aligns Teams on the Problem to Be Solved 223 Facilitating an Alignment Workshop 225 Case Study: Customer Journey Mapping Game 231 CHAPTER 9. Envisioning Future Experiences: Build the Right Solution 237 Run Experiments 238 Ideas Are Overrated 240 Design the New Experience with Maps 243 Aspire to Transform 247 Design Sprints 256 Case Study: Rapid Online Mapping and Design Workshop 258 CHAPTER 10. Service Blueprints 265 Visualizing Services 266 Extending Service Blueprinting 270 Related Approaches 273 Elements of a Service Blueprint 279 Case Study: Facilitating Collaborative Sessions with Practical Service Blueprinting 282 CHAPTER 11. Customer Journey Maps 287 Customer Lifecycle Maps 292 Related Models 296 Elements of CJMs 299 Case Study: Value Story Mapping—An Alternative View to CJMs 303 CHAPTER 12. Experience Maps 311 Hybrid Experience Maps 315 Related Models 319 Elements of Experience Maps 332 Case Study: Mapping the Domestic Violence Journey 334 CHAPTER 13. Mental Model Diagrams 339 Diagramming Mental Models 341 Related Approaches 348 Elements of Mental Model Diagrams 352 Case Study: A Mental Model for a Forward-Thinking Insurance Company 354 CHAPTER 14. Ecosystem Models 367 Ecosystem Maps 368 Elements of Ecosystem Models 380 Case Study: Building a Service Ecosystem Map from the Ground Up 382 References 389 Index 399
890			_aIndia
891			_aFD
942			_2ddc
999			_c71114 _d71114