Stop treating customer journey mapping as an objective. Start viewing it as a solution.
Just as a map of the Las Vegas Strip will not automatically bring you from The Mirage to The Venetian, a journey map does not automatically create a good experience. It does, however, provide a wealth of insights and instructions an organization can use to achieve more meaningful results.
Instead of celebrating the mere idea of customer journey maps, construct them with the goal of accomplishing the following six objectives laid out in the following article.
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