The content layer of the customer journey map, sort of.
“We live in a service economy with evolving liquid expectations. Content is a fundamental component of how users engage with a service, and content strategy is the mechanism that enables that service experience to be delivered holistically and consistently across all touchpoints.”
Jennifer McCutchen a.k.a. /jennifermccutchen | @jenmccutchen ~ Fjord ★
Is that all you need to know? How difficult can it be.
“Most organizations are reasonably good at gathering data on their users. But data often fails to communicate the frustrations and experiences of customers. A story can do that, and one of the best storytelling tools in business is the customer journey map.”
(Paul Boag a.k.a. @boagworld ~ Smashing Magazine) ★
Will customer journeys be the trojan horse of design in customer experience and marketing?
“The customer’s journey, from behaviors before they’ve even opted in to your marketing messages, all the way through repeat purchases as a loyal buyer, is critical to not only initial marketing success, but also to generating long-term revenue from repeat customers. Below I highlight five critical stages in the customer journey and how you can leverage digital marketing technology to ensure you’re creating that awesome customer experience. “
(Ellen Valentine a.k.a. @EllenValentine ~ Silverpop)
“Taking the time and effort to look at your touchpoints not just as isolated mini-experiences, but as a collective whole, will help you shape them for a better customer experience, and perhaps even point to opportunities to invent new types of touchpoints, as Progressive did. Or, perhaps there are some touchpoints you have been overly reliant on third-parties who are not not upholding their place in the journey.” (Adam Richardson ~ Harcard Business Review