©2017, SuiteCX Inc. What Is The Right Approach to Customer Journey Mapping? What we have found is it depends! What works best often depends on the unique personality of the brand itself and what they have in-hand to start. Companies accustomed to detail and rigor in their approaches to strategy, technology and execution tend to start with more rigorous mapping efforts, while those that are more Brand driven and more ‘emotional’ tend to use story telling. We are oſten asked what is the ‘right’ approach to mapping. Do you start with an ‘agile’ map and deepen it as you go along or do you start by collecng everything? Outside in? Inside Out? Data driven or Emoonal? Do you tend to have six sigma “DNA” and Oversight/Governance teams? You like grids/swim lanes (touchpoints)? Have clear ‘questions’ they are asking (hypothesis based), want clear outcomes? Do you tend to have agency driven ‘persona’ driven story’s driving their marketing? Do you want to visualize quickly and then identify areas of interest? Stories lead you to ideas/innovation? You like workshops and fast answers (sticky notes)? The desired outcome oſten drives the approach! Customer insight to drive who to invest/divest in, what needs they have that the organization can meet/address and where changes need to occur in the organization to deliver upon strategy Strategic Planning Lets you see exactly the “white space” and allows you to ID the audience’s need. Provides insights and detail/determine table stakes and to define GTM strategy and priori- tize companies’ develop- ment schedule New Products Support prioritization to highlight what’s most important to your cus- tomers, and understand what creates or detracts from value and drives retention and advocacy Tactical Thrusts Guides UX insights from VOC/VOE and path to purchase, critical mo- ments of truth, listening posts, conversion points and other key design elements UX Inputs Experience/Journey driven campaigns enable triggered, targeted, and time based messaging, offers and engagement Precision Marketing Telco, Financial, Insurance, Manufacturing (B2B), High Tech CPG, Pharma, or start-up! Supports strategy through execuon to build customer value So which one are you? Likely you are: