This morning I delivered a webinar called The Business Case for Service Design, part of Rosenfeld Media’s day-long virtual conference on The Business Case for Design. (Even though the live event has ended you can still sign up for the conference...

Imagine you’re in the midst of a journey mapping workshop and your customers are bombarding you—in a good way—with insights about their needs and expectations. Somewhere along the way, a participant recounts a particularly bad experience, and...

We’re often asked how the framework of customer jobs-to-be-done fits with the methodology of customer journey mapping. Here’s my perspective on how jobs theory can complement your mapping efforts. The term “jobs-to-be-done” first surfaced...

Time flies… I realized the other day that Outside In was published nearly 6 years ago. And while a lot has changed in the world and in the sphere of customer experience during that time, I firmly believe that the analysis and advice in the book...

Last week I outlined some tactics to prevent customers from derailing a workshop with out-of-scope ideas and feedback. But what if your workshop includes a tricky customer who continues to push the conversation in an unproductive direction?  An...

A face-to-face workshop with your employees and your customers can be an organization-changing experience. But getting in a room with customers isn’t all roses. Leaders who are new to the customer workshop approach are usually apprehensive about...

When I bumped into a former colleague at a recent conference, he was eager to chat about a journey mapping initiative his organization (a major financial services provider) was kicking off. But I got a blank look when I asked what journeys his team...

Wondering how to map the experiences that your customers currently have with your organization? Follow these five steps. 1. HYPOTHESIZE about the experience you currently deliver A hypothesis journey map is just what it sounds like: your...

One recent attendee called our journey mapping bootcamp “an MBA on steroids.” On May 16 & 17, join us in the heart of Chicago to find out why. Our signature two-day bootcamp is jam packed with content and exercises that will answer these...

I’ve been writing a series of posts about how to scale service design, based on my closing remarks at the 2017 Service Design Global Conference in Madrid. The first post of the series focused on technology, and the second on the ubiquity of...

It’s the beginning of a new year, which is always the perfect opportunity to reflect on the past and make grand plans for the future. As part of that effort, I recently took a look back at our most popular posts of 2017—and I wanted to share...

Journey mapping has become a regular practice both inside and outside of customer experience organizations. But are you getting the full mileage from your journey mapping efforts—or did your efforts stall upon delivery of the maps? Join me as I...

I got a great question this morning from some colleagues who attended of one of our recent journey mapping workshops together: “Our marketing team would like to map the prospect journey from awareness up to purchase, but there are so many entry...

We hope you’ll join us in one of these fun locations next year for our signature two-day customer journey mapping workshop: February 27 & 28 in San Francisco May 16 & 17 in Chicago September 12 & 13 in Boston Register early and! ...

We’ve been getting multiple requests over the past few weeks about our 2018 journey mapping workshop schedule. So without further ado… We hope you’ll join us in one of these fun locations next year for our signature two-day workshop! ...