Unmapping Customer Journeys

Traditional customer journey maps miss the truth of human experience – the emotions, influences, and sudden shifts that shape how people engage with brands. CX is not about controlling the journey. It’s about learning to travel with your customers through every twist, loop, and leap.

Unmapping Customer Journeys introduces the 4L Framework, a revolutionary approach to understanding how customers actually move through experiences shaped by emotions, AI, neuroscience, and offstage triggers. This practical guide reveals four critical dimensions: Layers (emotional and contextual depths), Lanes (parallel paths of influence), Loops (cyclical validation behaviors), and Liminals (threshold moments of transformation).

Through vivid metaphors, templates, exercises, and case studies spanning banking to SaaS, the book teaches you to map choremotion (the rhythm of feelings and actions), detect driftprints (invisible behavioral imprints), and integrate AI for adaptive, empathy-driven designs. It explores the neural drivers of choice, how AI compresses decision-making, and the complete framework for moving your organization from linear to multidimensional customer understanding.

Unmapping Customer Journeys equips organizations to build human-centered journeys that grow with changing behaviors by empowering CX leaders to design adaptive systems that thrive on empathy and the depth of human complexity.

Chris Hood is a keynote speaker, strategist, and author recognized as a leading voice in AI-driven customer experience. With more than 25 years in customer strategy and artificial intelligence, he has authored Infailible and Customer Transformation and was named a Top 30 Customer Experience Leader in 2024 and 2025. At Google Cloud, Chris guided enterprise transformation initiatives and innovation strategies. Today, he advises organizations on customer-centric AI transformation and intelligent experience design. He also teaches AI and Business at Southern New Hampshire University.