There is an inescapable (and expected) gap between the designed experience – how people inside the organization intend an interaction to unfold – and the delivered experience – how the interaction actually unfolds from the customer’s perspective. One way customer experience (CX) teams can surface and address these inevitable gaps is by using rich customer or employee verbatims to put themselves in the shoes of their customers and then identifying specific actions they can take to bring the delivered experience closer to the original design and customers’ expectations. 

“Translating Verbatims into Action” is a practical exercise that CX team leaders can run with a group of colleagues. Use this worksheet to generate ideas for improving an experience by deconstructing and analyzing verbatims across four key areas: what the customer saw you do, what the customer heard you say, what the customer thought, and how the customer felt.