Customers who have inconsistent experiences with products and services are understandably frustrated. But it's worse for organizations that can't pinpoint the causes of these problems because they're too focused on processes. This updated book shows teams how to use alignment diagrams to turn valuable customer observations into actionable insight. With this technique, existing customer experience can be mapped, and future solutions envisioned.

1. Visualizing value: aligning outside-in -- 2. Fundamentals of mapping experiences -- 3. Employee experience: aligning inside -- 4. Visualizing strategic insight -- 5. Initiate: starting a mapping project -- 6. Investigate : make it real -- 7. Illustrate: make it visual -- 8. Alighnment workshops : find the right problem to solve -- 9. Envisioning future experiences : build the right solution -- 10. Service blueprints -- 11. Customer journey maps -- 12. Experience maps -- 13. Mental model diagrams -- 14. Ecosystem models.