Tuesday, August 30, 2016

Never Confuse Movement for Action

Image courtesy of Pixabay
Journey maps are my favorite tool in the CX toolbox.

If you've been reading my blog -  or following me on social media - for a while, that statement should not be a surprise!

I've written many times about the reasons to map, the benefits of mapping, and some of the basic principles to ensure mapping success.

By now you know that journey mapping is a necessity if you want to understand the current state of the customer experience. You can’t transform something you don’t understand - in order to improve the experience and redesign to the desired future state, you need to map and understand the current state. Oftentimes, that understanding is not even so much about the map but more about the process – the discussions, the sharing, the learnings, and more.

The good news is that everyone seems to be mapping; the bad news is that not everyone’s getting it right. As a matter of fact, only a few are. And that leads to unnecessary frustration and the sentiment that maps are worthless … or that maps are not actionable. When you hear people saying that maps are a waste of time and maps aren’t actionable, then you know that something is missing, something hasn’t been done correctly. Just because you created a map doesn’t mean you're done. The map is just a picture at this point - hopefully a picture with a lot of information.

You know you need to act now. But you can’t. You don’t know how or what to do or what the map has done for you, right?

And that’s why I recently partnered with Passenger, an online community platform provider, to host a webinar about the 14 principles of journey mapping - principles that ensure that maps are actionable and acted upon. There can be no customer-driven transformation without adhering to these rules. Click the link to have a listen. There's a lot to do and to consider to ensure your maps are actionable, but adhering to the principles will be worth it!

Never confuse movement with action. -Ernest Hemingway


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