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http://customerthink.com/customer-journey-maps-the-top-10-requirements-revisited/

Customer Journey Maps – the Top 10 Requirements

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“Emotions are critical to any customer experience, whether B2B or B2C, and a great customer journey map sheds light on these emotions. Personally, I’m not a fan of using the smiley and frowning emoticons prevalent in many journey maps, but the information does need to be conveyed somehow.”

If you designing a net-new customer journey, you’ll just have to guess what your customer’s emotions are, Existing customer journeys can be measured with attitudinal metrics.

Testing is the biggest no-brainer, and the killer of most stupid ideas… Testing is great because you can get the most important person’s opinion: the customer’s.

Avinash Kaushik
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I have seen well tested products fail. Don’t just test during your development cycle and think you’re done. You need to test in market as well. Usability tests are great – but remember the sample sizes or panel demographics motivation can skew your results. Many test participants want to please their moderators or appear smart.