Whether it is the consumpsion of a product or a service, experiences are the mechanism through which we value things. We do this by comparing the perceived experience against a set of expectations and when expectations are met or exceeded then we generally have a valuable experience. The series of experiences your customers have when they interact with you are called journeys, and these journeys are the single most important events in your business.
We often don't recall all of our experiences due to the quantity that we have, some are so small we hardly notice them, however we do desccribe our experiences in the stories we tell others. These stories make customers advocates or assassins depending upon whether they conveying a positive or negative message.
To understand customer journeys you need to do two things, firstly you need to map customer journeys and secondly you need to ask your customers about how they felt at each step on the journey. My customer journey mapping services provide real insight into what it feels like to do business with you.