Experience Maps

I'm a sucker for this kind of documentation, which illustrates a user type, and tells the story of their engagement with a brand or experience. But then I always have been a map geek.

Here are some great experience maps from Canadian UX agency nForm:

Now, just because I'm a sucker for docs like this doesn't mean that everyone else is. So, what's your opinion? Do they serve a purpose? Are they valuable? What are other ways that we communicate this information to our clients?

What do you think?