Journey Maps for the Digital Customer

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Customer Journey Maps! I totally love them! Who’s with me? Who has no clue what I’m talking about? In my business analysis practice, I’ve found that sometimes the most obvious stakeholder has been overlooked: the customer! Now, when I say “customer,” I mean the ultimate end user of whatever product or service is being developed. So, how on earth could we forget the customer?  Lots of reasons, not the least of which is that many times people are so heads-down in their day-to-day work and related processes, that they develop tunnel vision and neglect the people that make that day-to-day work possible, the customers! That’s what makes customer journey mapping so important: it’s a visual depiction of what the customer expects, thinks, feels, and ultimately uncovers how we can attract and retain them or drive them away.

Fortunately, the customer journey map is an easy concept to understand, because we’ve all been the customer! Think about good customer experiences you’ve had that you’d like to duplicate, and the bad ones you want to forget. Now, take out all the human interactions you had in those experiences. How would technology enable or complicate the experience? That’s what the DIGITAL customer journey is all about – putting powerful technology in the hands of the customers who either have come to expect it, or are reluctant to try it. Easy to understand, harder to implement.

The good news is, I’m here to help, along with my colleague and friend, Heather Mylan-Mains. We are presenting a 4-hour workshop and a 1-hour seminar on this very topic at the Building Business Capability conference in San Antonio, TX, November 5 -9. Ah, San Antonio – the jewel of Texas, a place where I feel spiritually connected. And I’d so love to share this wonderful technique with you. And the best news is that I have a discount for you! Simply click here for my special link to register!

Until we meet there, keep your mind open to the nuances of your customer experiences as you move through them, especially the things you think and feel at different points of interaction as you move through them. What a long, strange trip it’s been, indeed!



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