From the course: Journey Mapping: Case Study in Action
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Setting customer journey mapping goals
From the course: Journey Mapping: Case Study in Action
Setting customer journey mapping goals
- A lot of excitement has been building around customer journey maps and for good reason. But ironically, a lot of leaders skip the very important first step in the process, setting a clear goal. Let's define the goal of our map before moving forward. Some experts will tell you the only reason to create a journey map is to really understand the end-to-end experience your customers have with your brand. That can be a great goal and very useful. But it can also be overwhelming. With that in mind, we're going to create a journey map to help us understand one business issue. This is a great way to approach your map. In order to define that single goal, we have to ask, what business issue are you trying to address? In the case of the company Red30, we'll be answering the question, why aren't customers purchasing after a successful trial experience? For your map's goal, you can answer a specific business problem like this…
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