Posts

San Kayzn Unsplashed

How a 10-page Report Can Help You Win Your Customer

San Kayzn UnsplashedThis post, written by Heart of the Customer Project Manager Cathy McLane, is the second in a week-long series about some of the ways journey mapping differs from traditional market research. Guest authors Corey Pawlak, Cathy McLane and Nicole Newton will share their expertise in recruiting and interviewing B2B customers, why 10-page reports are better than 50-page reports, and using video to bring the customer experience to life.

As a strategic communications advisor and program manager, I’ve seen my share of customer insights reports. They’ve ranged from 50 pages with data tables on every page to succinct PowerPoint presentations that have cool animations but very few actionable insights.

Read more

Journeys are for Action, not Maps

In preparation for the upcoming Customer Contact Week, CCW shared their special report on journey mapping with me. Given our focus and expertise on journey mapping, I’m commonly asked to review these types of reports. Unlike most, however, CCW’s special report truly gets to the heart of the matter – journey mapping is not about creating a map; it’s about driving customer-focused change in your organization.

Read more