strategies based on those maps. Utilizing a customer experience mapping approach involves a number of important steps:

Map the customer journey with regard to the brand, including all customer$-$brand interactions, or "Touch Points."

Map that same customer journey as it would look if all interactions were optimal, and compare this new optimal experience m $p$ with the customer experience map developed in step $1.$

Identify company changes that would enhance the customer experience with the brand, and prioritize those changes.

Align company employees, processes, policies, and support systems with the changes that