Articles by Jason Brush
- When to call B.S. on customer journey mapping
While customer journey maps can provide useful insights, organizations often fail to get value from them. To ensure success, companies should: 1. Define a reasonable scope that matches available resources 2. Clarify goals around synthesis, ideation or both 3. Separate data gathering from visualization, using tools like Excel first before designing visuals, and 4. Remember that the most important part is the actions informed by the map, not the map itself. Journey mapping only matters if it leads to strategies and tactics that improve the customer experience.