The document discusses customer touchpoint mapping to better understand a customer's experience. It describes touchpoints as moments in time that make up a customer's overall experience. Each touchpoint can be analyzed in terms of what the customer values, what could improve the experience, and what could make it worse. Mapping touchpoints helps organizations understand how to enhance customer experience through more "pluses" and fewer "minuses" at each moment. A thorough mapping process involves sketching out, filling in details of, and finalizing a learning map of all touchpoints to then educate employees on improving customer service.