May 20, 2023
Journey Maps can be useless exercises. That’s right…we said it. However, these often-used tools don’t have to be as useless as they usually are. Journey Maps are only useless if you don’t include the customer’s emotional journey in them.
Emotional journeys are the “squishy stuff” associated with why customers buy from you. Since customer’s feelings are challenging to itemize, many organizations tend to leave them off. However, the result is a customer process, not a journey map.
After all, without this information, how can you expect to predict and anticipate customer behavior? Moreover, how can you design an experience that is so well positioned for customers’ needs that they come back for more (and more)?
In this episode— and at the behest of a very complimentary listener who says we actually taught them something (!!)—we explore how you can integrate customer behavior, and the emotions that drive that behavior, into your journey maps. We show you how all the things we talk about on this podcast apply in a practical way and can produce practical results, like an ROI.
Here are some other key moments in the discussion:
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