Building a great journey map is not easy.

In our experience, the best approach is to make the initial investment in a holistic map and its supporting customer data, and then drill down to solve transactional issues in the next phase.iStock-518222278_Tuscany path_resized.png

Holistic maps help us take the customer’s view—and that’s not always easy for a company to do if they are looking at a single part of the journey.

I say this because the more you know about your customers, their experiences with your company and what’s most important to them, the greater the return you’ll get from your mapping investment.

In my new blog for CustomerThink, I discuss five key steps that will help keep your building process on-track.

Read more.