The document discusses customer journey mapping as the starting point for any customer experience program. It provides an overview of the customer journey mapping process, which involves: 1) Understanding the customer experience better through additional research and stakeholder interviews. 2) Creating a customer journey framework that maps the customer experience and identifies minimum standards and key performance indicators. 3) Developing an action plan and roadmap to improve the customer experience by addressing gaps between the current and desired customer journey. The customer journey mapping process results in a framework that describes the customer experience, interpretations for key customer personas, and a plan to improve the experience over time.