Customer Journey Mapping Is Great as Long as You Really Understand the Needs of the Customer

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Knowledge@Wharton and Dell Digital Business Services have got together to publish an excellent analysis showing the importance of customer journey mapping,

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detailed report.

But like so many of these academic discussions of customer journey, touchpoints and customer experience it ignores a fundamental issue.

The starting point to delivering an adequate, let alone an outstanding, customer experience is to ensure that the touchpoints are fit for purpose when viewed through the prism of physiological ageing. So, for instance, can a 65 year old understand your digital touchpoints?

That is where you start. Get that right and then all the clever mapping and transformation stuff can take place. Without that firm foundation and certainty that the touchpoints actually work then you are screwed.

If you want to know how this can be achieved then  

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