Author: Margot Birbeck
Margot Birbeck
Margot Birbek is a Customer Experience (CX) thought leader who has specialised in the Science of Customer Journey Management, working with large enterprises across Australia and New Zealand.
Customer journey mapping has been an important tool for CX professionals over the years. Journey maps have helped us to understand when and where customers interact with the organisation. They have also allowed us to design better experiences for our customers. However, traditional customer journey mapping has some significant short falls in revealing the actual experiences of customers and how we manage them. Traditional journey mapping provides a conceptual understanding of the experiences customers have butare largely based on internal assumptions overlaid with customer feedback to assess transactions at specific touchpoints. In many cases problems and opportunities are assumed. Our…