How to make journey maps actionable

Kari Shimmel and Marcia Lorente

This article shows how brands that wish to understand and anticipate the customer experience can do so by using customer experience journey maps to make marketing plans more actionable.

Customer Journey Marketing

This article is part of a series of articles on marketing along the customer journey. Read more.

We've all had days when we are bombarded with multiple emails from one of our favourite brands. Each one written as if they know us and our preferences. Each one sounding like they haven't talked to us for weeks. And each one feeling like a completely different company and yet, collectively, leaving us feeling confused, overwhelmed and aggravated. Talk about a #brandfail. We've all been victim to the business behind the brand. Although we know the realities of...

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