Q. Complex service processes typically have high points and low points in terms of the feelings and emotions evoked in customers as they pass through the process. Based on survey research, an experience map can seek to identify where these points occur, in order that management can improve on the low points and review the sequence of experience states, and so ensure that customers leave the service process with positive feelings. For example, if payment is a major source of frustration, could this process be moved from the end to the beginning of the service process, so that customers are more likely to leave the restaurant with positive feelings? The below given diagram shows how a customer's overall emotional state may fluctuate during a visit to the restaurant.

POSITIVE FEELINGS Delight Greeting Dessert is better Internal than expected atmosphere Satisfactory Restaurant appearance Neutral Problem Toilets with bill Wait for not clean food delivery Bad Waiting to place order Terrible NEGATIVE FEELINGS Sequencing of service processes