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XXIV.1 January - February 2017
Page: 71
Digital Citation

Common pitfalls in customer journey maps


Authors:
Michael Thompson

  We’ve all seen them. Colleagues taking turns tapping Post-its of different colors onto the walls of meeting rooms, standing back pensively, then grouping and regrouping them in seemingly arbitrary ways. Over time, those Post-its evolve into tidy little rows and broad columns. Later, they take on a more even form, as neatly drawn lines and block-type headings set them off into groups. Sometimes they even incorporate drawings and icons. They invite us in because they are so easily comprehensible in telling the user’s story; yet, on closer inspection, they become overwhelming in detail. Customer journey maps (CJMs) are fantastically…




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