From the course: Journey Mapping: Case Study in Action
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Customer observation work
From the course: Journey Mapping: Case Study in Action
Customer observation work
- There's another simple but important technique for using our map, observation. I could almost end there because it seems so obvious. Just watch your customers as they go through their journey, the end. But there are some ways to do this well. First, you want to consider if you will observe customers in their real worlds, or ask them to come to you. This is the difference between what researchers call natural versus contrived settings. The natural settings should get you more accurate information, but it's important to consider how it's not very natural to have someone observe you regularly. For Red30, a few trial customers were invited into their offices and asked to purchase the premium app after using the trial version. With their consent, they observed them and asked questions about their experience. The customers were asked to talk through their experience, explaining what they're looking for, what they…
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