Is a map of the interations across different channels and stages of the product / service cycle from the users point of view.
Gather quantitative and qualutative information from users (interviews, surveys, moderated usability testing, etc.)
Catalog all touch-points & up's and down's a customer has with the product or service, great and small.
Once the touch-points are set, create barriers and expectations from each of them.
Transform all the barriers into opportunity areas for the product of service.
Gather all of the opportunities to create a new task flow.
Useful to guide the investment of the efforts and resources for customers experience improvements. This map enables teams to focus on the causes of the significant customer irritations.