THE FUTURE MARKETACADEMY
Your classroomRoom 02 · Business Hall
School of Business

Customer Experience Design: map journeys and measure satisfaction

What you'll be able to do
  • See your business as a whole customer journey, not only as a list of messages and tickets.
  • Draw a customer journey map from real evidence, with phases, actions, feelings and opportunities.
  • Collect feedback in several ways and handle customer information with care.
  • Choose between NPS, CSAT and a simple effort question, and design a fair survey.
  • Sort and count feedback, then choose which problems to fix first.
  • Use a service blueprint and root-cause thinking to fix recurring problems for good.
  • Keep the experience honest and easy for everyone to use, including people with disabilities.
  • Run a quarterly experience review and report what changed.
Words in this course 58Open the Vocabulary Hall
01

From service to experience

In simple words

A restaurant can have a very kind waiter and still lose customers because the menu is hard to read, the door is hard to find and the bill takes an hour. The customer does not meet only the waiter. They meet the whole evening. Experience design looks at the whole evening.

Key facts
  • Before this course: Service Systems: handle complaints and build loyalty (course 2.12.2), and before that Customer Service That Brings Repeat Buyers (course 2.12). We assume you already have a service policy, a ticket sheet, triage, a complaint log with root causes, a privacy list, consent records and a monthly review with first response time, resolution time, CSAT, NPS and repeat purchase rate. This course zooms out from single tickets to the whole journey.
  • Customer experience (CX) is everything a person goes through with your business: finding you, asking, paying, waiting, getting the product or service, getting help and coming back. Service is one part of it.
  • A touchpoint is any place where the customer meets you: an ad, a website page, a message, a delivery, a phone call, a packing slip, a receipt, a review request.
  • Customers do not see your departments. A problem in billing feels like a problem with "the company". That is why one person or team should own each journey, even if many people work on it.
  • Reactive work answers what customers send. Designed work looks at the whole path and removes problems before customers send them. Level 3 adds the second kind.
  • Evidence first. A map or a score is only as good as the facts behind it: real messages, real orders, real timings and real words from customers. Do not draw what you hope happens.
  • Small business scale: you do not need special software. A sheet, sticky notes and a few customer chats are enough to start.
  • Never invent customer quotes or numbers. Use only what customers really said or what your records show.
  • This is education only. It makes no promise about sales or income.
Step by step
  1. Pick one journey you care about, for example "first-time buyer from finding us to receiving the order" or "new member from sign-up to first class".
  2. Write the person's goal in one sentence from their side: "I want to buy a gift that arrives by Friday."
  3. List every touchpoint you can think of, in order, from first contact to after-care.
  4. Mark which touchpoints you control fully, partly or not at all (for example a courier).
  5. Name one owner for the whole journey and write it next to the title.
  6. Check: you have one journey, one goal in the customer's words, an ordered list of touchpoints and one owner.
LESSON 01From service to experience
LESSON 01 / ANIMATED LESSON / AI VOICE00:00 / 01:00
Read the video script
[Host] "Your customer does not meet your departments. They meet your whole business."
[Text on screen: Find, Ask, Pay, Wait, Receive, Get help, Return] "Every step is a touchpoint, and every touchpoint is a chance to help or to annoy."
[Screen: a list of touchpoints with one owner] "Pick one journey, list the touchpoints in order, and name one owner."
[Host] "Service answers problems. Experience design stops many of them before they start."
Try it now

Choose one journey and list its touchpoints in order. Write the customer's goal in their words and name the journey owner.

ClaudeStuck? Copy a ready-made prompt for Claude

Copy this, open Claude, paste it, and Claude will walk you through the lesson step by step.

For a grown-up: Claude is for adults (18+). Copy this, paste it into Claude, and use the answer to explain the lesson to your child.

I'm learning "Customer Experience Design: map journeys and measure satisfaction" on The Future Market. Lesson 1: "From service to experience".

What the lesson teaches:
- Before this course: Service Systems: handle complaints and build loyalty (course 2.12.2), and before that Customer Service That Brings Repeat Buyers (course 2.12). We assume you already have a service policy, a ticket sheet, triage, a complaint log with root causes, a privacy list, consent records and a monthly review with first response time, resolution time, CSAT, NPS and repeat purchase rate. This course zooms out from single tickets to the whole journey.
- Customer experience (CX) is everything a person goes through with your business: finding you, asking, paying, waiting, getting the product or service, getting help and coming back. Service is one part of it.
- A touchpoint is any place where the customer meets you: an ad, a website page, a message, a delivery, a phone call, a packing slip, a receipt, a review request.
- Customers do not see your departments. A problem in billing feels like a problem with "the company". That is why one person or team should own each journey, even if many people work on it.
- Reactive work answers what customers send. Designed work looks at the whole path and removes problems before customers send them. Level 3 adds the second kind.
- Evidence first. A map or a score is only as good as the facts behind it: real messages, real orders, real timings and real words from customers. Do not draw what you hope happens.
- Small business scale: you do not need special software. A sheet, sticky notes and a few customer chats are enough to start.

The exercise I'm working on:
Choose one journey and list its touchpoints in order. Write the customer's goal in their words and name the journey owner.

I'm stuck. Please:
1. Explain the main idea in plain, simple words with one everyday example.
2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step.
3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "From service to experience" from the course "Customer Experience Design: map journeys and measure satisfaction".

Here's what the lesson says:
A restaurant can have a very kind waiter and still lose customers because the menu is hard to read, the door is hard to find and the bill takes an hour. The customer does not meet only the waiter. They meet the whole evening. Experience design looks at the whole evening.

The activity:
Choose one journey and list its touchpoints in order. Write the customer's goal in their words and name the journey owner.

Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words.
Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Open Claude
Sources
  • No new outside facts in this lesson. It builds on courses 2.12 and 2.12.2.
My notes
02

Mapping the customer journey

This lesson is part of full access: every course and every level for one payment.

03

Listening to customers (and keeping their information safe)

This lesson is part of full access: every course and every level for one payment.

04

Measuring satisfaction: NPS, CSAT and effort

This lesson is part of full access: every course and every level for one payment.

05

Turning feedback into priorities

This lesson is part of full access: every course and every level for one payment.

06

Fixing recurring problems for good

This lesson is part of full access: every course and every level for one payment.

07

An honest and accessible experience

This lesson is part of full access: every course and every level for one payment.

08

Your quarterly experience review

This lesson is part of full access: every course and every level for one payment.

++

Final project

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??

Quiz

  1. What is a touchpoint?

  2. Name three parts of a journey map.

  3. Why fill the map from real evidence?

  4. Which survey question measures the whole relationship, and which one a single interaction?

  5. Why report the number of replies and the response rate?

  6. Why should you not beg for a ten out of ten?

  7. What does it mean to rank feedback by count, impact and effort?

  8. What is the difference between frontstage and backstage in a service blueprint?

  9. Why change only one thing at a time?

  10. What does closing the loop mean?

  11. Name the four WCAG principles.

  12. Name two honest-experience rules.

EX

Final exam

This lesson is part of full access: every course and every level for one payment.

CE

Certificate

This lesson is part of full access: every course and every level for one payment.