The CX Cast
347: How To Prioritize Customer Journeys
Mar 26, 2024
Maxie Schmidt and Joana de Quintanilha, both VPs and Principal Analysts at Forrester, delve into the importance of prioritizing customer journeys. They discuss practical steps for CX leaders to identify impactful journeys, the inputs needed for effective prioritization, and common pitfalls to avoid. The conversation highlights how to create a Minimum Viable Product (MVP) for journey prioritization, emphasizing stakeholder engagement and incremental approaches. Their insights aim to help organizations enhance customer experience by aligning journey efforts with strategic goals.
22:25
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Quick takeaways
- Prioritizing customer journeys is essential in focusing efforts on impactful improvements that enhance customer experiences and align with business goals.
- A structured approach to journey prioritization helps organizations avoid resource overwhelm by balancing quick wins with long-term strategic investments.
Deep dives
Understanding Customer Journeys
A customer journey is defined as the path and perception that customers experience while striving to achieve a specific goal. There is a growing concern around the use of the term 'journey,' as it can be applied too broadly, leading to confusion between different processes such as campaigns or lifecycle events. Prioritizing customer journeys is crucial because it enables businesses to focus on what truly matters to their customers, rather than being overwhelmed by the multitude of journeys they might want to address. Establishing clarity on what a journey encompasses helps organizations align their strategies more effectively around customer needs.
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