Customers who have inconsistent experiences with products and services are understandably frustrated. But it's worse for companies that can't pinpoint these problems because they're too focused on business processes.

This updated book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. You'll learn how this unique tool helps you visually map your existing customer experience and envision future solutions.

Product and brand managers, marketing specialists, and business owners will discover how experience diagramming can help determine where business goals and customer perspectives intersect. Once you're armed with this data, you can provide users with real value.