Customer experience mapping is the process of plotting how your customers think and feel as they engage with your brand. A good customer experience map tells a detailed story of your entire customer journey and includes every channel and touchpoint where a customer might come into contact with your brand during the sale and post-sale cycle. By identifying how your customers think and feel at each stage of their journey, you’re able to zero in on the areas that are working well, and the things that could do with some improvement.