“The experience map highlighted [on the left - click to enlarge] was part of an overall initiative for Rail Europe, Inc., a US distributor that offers North American travelers a single place to book rail tickets and passes throughout Europe, instead of going to numerous websites. They already had a good website and an award-winning contact center, but they wanted to get a better handle on their customers’ journeys across all touchpoints, which would allow them to more fully understand where they should focus their budget, design and technology resources. Derived from this overall “diagnostic” evaluation, of which the map was just one part, were a number of recommendations for focused initiatives. The experience map helped create a shared empathic understanding of the customers’ interactions with the Rail Europe touchpoints over time and space.”