In this step, you want to visualize how customer experience and the customer journey intersect. You will create a Customer Choreography Map using the following steps:
Start by choosing the experience journey that you want to map for your brand.
Set your experience journey stages, or moments of truth, at the top of the chart.
Map a typical customer’s journey for the brand you select in the Current state.
Now, map out the Ideal state — the experience journey that you would like all customers to have.
Your goal is to identify any gaps between the current state and the ideal state journey.
Now, estimate the cost of fixing these gaps and the potential return on investment in doing so.
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