After reviewing The Journey Mapping Playbook earlier this month, it struck me that one of the biggest misses in the book (outside of the flawed methodology) was its failure to touch on Moments of Truth. Those are the key interactions that have a disproportionate impact on a customer’s overall perception of the journey.
Don’t make the mistake of ignoring this critical data point! Moments of Truth are where you determine customer outcomes, so there’s really no point doing journey mapping if you don’t focus on revealing and addressing them.
But too many companies just don’t understand the opportunity they present.
Some take a watered-down approach. Some define them overly expansively as “any opportunity a customer (or potential customer) has to form an impression about a company, brand, product, or service.” (more…)