You've heard me say that before, and it's the truth.
But the problem is that so many people don't map correctly, and they end up with useless "documents" that aren't actionable. What are they doing wrong? I address this question - and many more - in my session for GMC Software's (now Quadient's) second CX Transformation Day. I focus on the myths of journey mapping and discuss several that I think are key. (Register to watch the session, which took place yesterday.)
The five myths I address in this session are as follows. You'll have to watch to get the details behind each:
- I've mapped; I'm done.
- One map applies to all customers; all customers are the same.
- I don't need personas; I can simply map for major customer segments.
- Marketing has the same mapping needs as CX.
- Data has no place in journey maps.
- Brad Smith: former CMO/CCO at Symantec, Sage, Yahoo!
- David Mitzenmacher: VP of Client Experience, ADP; former CCO at Kareo, Rackspace
- Craig Lee: former Head of CX and Brand, Emirates
Thanks to UCI Paul Merage School of Business for hosting us as we filmed this session.
The best journeys answer questions that in the beginning you didn't even think to ask. -180° South