Contact Points Map

Identify and visualize the service contact points to get a clear overview of the contact points and channels through which the service experience is formed.


A Contact Points Map is a visual representation of all the touchpoints where customers interact with a product, service, or brand. By mapping these interactions, businesses can understand the customer journey and identify areas for improvement. Analyzing the contact points helps in uncovering inconsistencies, bottlenecks, or opportunities to enhance the customer experience. It's a valuable tool in customer experience design, service design, and marketing strategy, guiding efforts to create seamless and meaningful interactions.

Suitable for

  • overall mapping of all service contact points
  • optimizing non-functional or weak points
  • preparing the basis for processing the service journey


Contact Points Map

A visual representation of all the touchpoints where users interact with a product or service, capturing the user's experience and emotions at each point.

User Flow Diagram

An illustration of the user's journey, outlining the steps taken from their entry point till completion of an action or task.

Pain Points Identification

A list of problematic areas, obstacles, or frustrations experienced by users during their interaction with the product or service.

Opportunities for Improvement

A list of recommendations and potential solutions to address the identified pain points, enhancing the overall user experience.

User Personas

Fictional characters representing the different user groups, their needs, goals, and behaviors, offering insights to drive decision-making during the design process.

User Needs and Expectations

A comprehensive understanding of the user's expectations and requirements at each contact point, allowing for a more empathetic and targeted design approach.

Stakeholder Map

A diagram highlighting the relationships between various stakeholders involved in the user experience (e.g., internal teams, customer service, partners, etc.).

Actionable Metrics

Key performance indicators (KPIs) defined to measure the success of implemented changes or improvements to the user experience.

Benchmarking Report

A comparison of the current experience with industry best practices and direct competitors, identifying areas of excellence and spaces for potential growth.

UX Audit Report

A thorough evaluation of the user experience, detailing the findings from the contact points map analysis, identifying gaps or inconsistencies, and suggesting strategies for improvement.



Define the Objective

Clearly define the objective of the Contact Points Map method to understand the specific purposes of the study, the target audience, and the scope of the research.


Identify the Customer Journey Stages

Break down the customer journey into different stages such as awareness, consideration, purchase, usage, and loyalty. The stages should be linear and well defined.


Identify Contact Points

List all the contact points between the user and the brand, product, or service throughout the customer journey, including digital channels, physical locations or materials, and person-to-person interactions.


Create the Map

Create a visual representation of the contact points by plotting them against the stages of the customer journey. This could be done using post-it notes or digital tools. Group similar contact points together and connect points that have a direct relationship.


Rate the Contact Points

Evaluate the effectiveness of each contact point based on metrics like user satisfaction, conversion rate or any other relevant indicators. Rate each contact point using a scale (e.g., 1-5) to determine which ones are most successful and which ones need improvement.


Identify Opportunities and Pain Points

Analyze the rated contact points to find areas of opportunity for improvement and potential pain points for users. Consider gaps within the customer journey stages where better supporting contact points may be needed.


Develop Improvement Strategies

Create actionable strategies to optimize contact points based on the identified opportunities and pain points. Brainstorm solutions to enhance user experience, address pain points, and better facilitate the customer journey.


Iterate and Refine

Implement the improvement strategies, then re-evaluate the Contact Points Map to assess the effectiveness of the changes. Make any further adjustments as needed.

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