“Understand the customer’s journey and you’ll understand how to win.” – Bernadette Jiwa (author)
When researched and implemented correctly, journey maps are an invaluable communication tool for any organization for the simple reason that EVERYONE has a shared understanding of the customer journey, no matter where they work in the organization. Insights are no longer locked away in one or two people’s heads, scattered across PowerPoint decks, or tossed about anecdotally in hallways and Zoom rooms.
That said, journey maps have big-time financial value, too. Journey mapping can make the hearts of CEOs and other executives go pitter-patter for 3 big bottomline reasons…
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