I love bringing our clients’ customers into journey mapping workshops. There’s nothing quite like hearing about customers’ enjoyable, confusing, and downright frustrating experiences while talking with them face to face.
But at the outset of our journey mapping projects, many of our clients worry that they won’t be able to convince any customers to join them. What’s in it for the customers, anyway? What value will they get for their time? The answer varies a bit from workshop to workshop, but generally customers can expect to: