I like your approach to journey mapping you present the perfect scenario to illustrate how it important it is to take into account both the emotional and process side of a customer experience. That’s always been one of my frustrations with value stream maps there isn’t a solid way to represent qualitative information like emotions. Without it, we have a very incomplete picture of the experience we offer, and that makes it more difficult to identify and design those potential magic moments that you write about.

The company I work with,Touchpoint Dashboard, has published a comprehensive guide to journey mapping that outlines some mapping theory and offers a step-by-step mapping how-to . Your readers who are interested in learning more about it might find it to be a helpful resource (free download). Here’s the link: http://bit.ly/1pg5kxE

Thanks for the excellent post!

Jennifer
TouchpointDashboard.com