Journey mapping is all about engaging and understanding as many customers as possible. Whether there are a few or many, we need to understand their goals and how we can help them achieve them relative to our programs, products and services.

Customer journey mapping can only be properly done when taking multiple input, feedback and research sources and methods into account.

• That need to be validated using data. What is relevant? What are the key indicators of health?
• Who are the important stakeholders? What are they thinking? What do they know about the customers?
• And most importantly, we need to talk with customers themselves.

As said before: there’s more than digital and dashboards.

Customers are out there and, on top of talking to them and asking for their opinions, they engage every day with your business through numerous frontline workers, for instance in your customer service department.

There is a wealth of important insights to be mined for action. We need to pursue this like a dog with a bone. It needs to be relentless and progressive.

Engagement