In my role as Heart of the Customer’s mapper-in-chief, I get the opportunity to view a lot of journey maps. Beautiful ones, ugly ones, those built to drive change, and those that are little more than gussied-up Excel spreadsheets.
But, as mentioned in our book, one thing that continues to surprise me is how few include personas. In our research a few years back, we found that nearly one-third of the CX practitioners surveyed didn’t include segments or personas in their work.
That’s a big mistake
If you don’t identify and use personas in your journey maps, then you’re probably not designing experiences around specific types of customers – or even able to. Which means you’re probably designing to satisfy everyone and are therefore likely to create a ho-hum experience that isn’t optimized for anyone………….Read more
This article is posted at heartofthecustomer.com
