Have you ever used an out-of-date map where the static picture on your screen doesn’t quite reflect what’s going on in real life? If you have, you know this map is essentially useless and leaves you with no direction.
This exact problem has plagued marketing, sales, and customer experience teams when it comes to mapping their customers’ journeys. Companies will often spend large amounts of resources to build this incredible intertwined web of connections that make up their ideal customer journey maps. The problem is, these roadmaps are hypothesized journeys based on the organization’s interpretation of customer behavior and not rooted in fact. Furthermore, these static pictures are often outdated before or shortly after their deployment as customer attention spans are dynamic and therefore so are their ideal journeys.