Secrets for Getting the Most Out of Personas and Journey Maps

Savvy businesses know that personas and journey maps are highly effective tools to understand their customers’ unique needs and help communicate the customer perspective to the organization. But we often hear questions about these customer experience tools, such as “How exactly should we use them?”...

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Lead or Follow? How a Future-State-First Strategy Enables Customer Experience Innovation

Are you giving your customers what they want? What if they don't know what they want?   That's not a brain teaser. Instead, it highlights one major reason why companies should seriously consider skipping a current-state analysis for their journey maps and go straight to future state...

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