AICEX: Talvolta ci sfugge che le Customer Journey sono “un mezzo” e non il fine, al pari di un organigramma o di un elettrocardiogramma. Senza un cardiologo bravo l’elettrocardiogramma serve a poco, e dopo il cardiologo potrebbero servire molti altri specialisti 🙂
”No more journey maps, please!” was the response of a Chief Customer Officer of an EU telecom company when we asked her about how she and her team went about, well, mapping and measuring customer journeys.
This executive was disappointed with the journey mapping process because she struggled to understand what constituted a ‘good’ or ‘bad’ customer journey map with the tools at her disposal. What should her team focus on first? How could she use the insights from the exercise to design a customer journey that actually works? Continue reading “Per favore basta con le Customer Journey”