journey map

I’ve been know to say, “You can’t transform something you don’t understand.” You don’t want to change things that are working well or that create value for your customers. So know the current state and what to fix and what to maintain before designing the future state. Know the current state so that you can make near-term fixes and improvements while you’re re-imagining and redesigning the future state, which can take some time.

Back in 2019, I shared an excerpt from my book, Customer Understanding: Three Ways to Put the “Customer” in Customer Experience (and at the Heart of Your Business, that outlines the various types of maps that you may encounter or use in your work to understand and redesign the customer experience.

I originally published today’s post for Oracle CX. It appeared on their site on October 7, 2019.

Thank you to Amit Asamwar for posing a question to me on LinkedIn, after I shared a post about journey mapping. His question is one that I am frequently asked.