Customer Emotion Graph – Using Visual Language to Tell Your Customer’s Story

Alex Allwood ALEX ALLWOOD, Customer Experience, Customer Journey Mapping, Emotion Graph

If your role is customer facing you will probably have developed an aptitude for decision making with customer empathy. Non-customer facing business units such as HR, finance and IT however, might never even speak to a customer, let alone understand their needs and expectations.

So how do you begin engaging the wider business in understanding customer needs and what’s important in their interactions with the business?

Journey mapping has been around for a while, however, many businesses map the customer journey from the business’s perspective, an inside-out approach. Unfortunately this approach misses the most critical data – customer emotions; how your customers are feeling at each touchpoint, their highs and lows, their pains, frustrations and service gaps in their interactions.

“When you tell the customer story using emotions; how customers are feeling, both executives and employees alike have an epiphany – they start to understand the experience from the customer perspective.”   

Customer emotions on a journey map are captured through aggregated data, customer verbatim comments and the customer emotion graph. An emotion graph helps communicate how the customer feels across each touchpoint using visual language. Emotion icons and a graphic wave are used to show the customer experience highs and lows over a period of time.

In my customer experience consulting work I have found that of all the customer data, a customer journey map which illustrates the customer’s emotional state is the most effective tool in widely engaging people across the business.

Simply put, an emotion graph on a journey map helps executives and employees alike deeply understand the customer experience – it helps them connect with what’s happening in the customer’s world and understand the customer relationship from the customer’s point of view.

My 1-day intensive training Workshops are ideal for professionals who are looking to develop customer experience capabilities.

Using my ‘Learn-by-Doing’ technique we explore this mapping method to understand customer behaviour; what customers are thinking, feeling and doing in their interactions with organisations. The full day training session focuses on mastering journey mapping for customer retention and growth and by day’s end you will understand how to:

  • Undertake customer interviews
  • Synthesise findings
  • Empathy map to create personas
  • Map an end-to-end customer journey

Dates: Melbourne: October 17.  Sydney: October 24

For more information and bookings: