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Too many see journey mapping as an employee workshop.

What is journey mapping?

That may seem like a strange question from a blogger whose title is “Mapper-In-Chief,” but there’s so much confusion on the topic that it’s a question that needs to be asked.

This confusion is fueled by vendors who offer “journey mapping workshops.” This is a half- or full-day workshop where you gather a bunch of employees who each adopt a customer persona and use Post-It Notes to document your perceptions of that customer’s journey. Oracle hosts this type of workshop, and by all accounts it’s a ton of fun. It’s possible they mention the need to actually talk with customers, but the attendees I’ve spoken to don’t remember them saying that.

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