Customers are increasingly choosing products and services based on the quality of the experiences they have with them.

Creating an experience map is one of the best methods for understanding how customers interact with your business and helps to uncover opportunities for where and how you can improve a customer’s experience. 


Working alongside two UX researchers from CXpartners  we spent three days looking across all our services from the customer perspective to help identify:

  • Touch-points (customer needs at each stage)
  • Channels (medium)
  • Customer behaviour (thinking, feeling, doing)
  • If the service is meeting/not meeting expectations
  • Signature moments (opportunities for delightful experiences)
  • Any operational efficiencies (in process/documentation/features)

The approach

We spent 3 days up in Middlesbrough where the AXA Insurance call centre is based. Throughout all three days we documented all our findings and insights using post-its on large sheets of paper.


  • Call centre listening – We spent most of the day listening in on customer calls. This was a great way to gain a greater empathy and understanding.
  • Workshops with the operations team – Capturing the reasons why customers call, their frustrations and their delights.
  • Stakeholder interviews – One to one interviews with key stakeholders helped to provide a rich source of insights.


My learnings from the 3 days:

  1. If you work within an organisation which has a call centre team – USE THEM! They have a huge amount of knowledge and understanding when it comes to knowing what customers are thinking and saying.
  2. Make sure you have a big breakfast before the start of each day. Collecting all this research can be tiring work.
  3. We carried out two workshops with the call centre team. In the first workshop there were no line managers in the room. There was a noticeable drop in participation levels and engagement when the line managers were present in the second workshop.
  4. Make sure you have one ‘war room’ to use throughout the project. Moving lots of post-it notes from one room to another is a recipe for disaster.
  5. When you are call listening don’t try and scribble down every single thing a customer is saying. Try to focus on what they are doing, feeling and thinking.