How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer Focused Change

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    Learn how to create journey maps that actually get results

    Nearly two out of three journey maps fail to drive customer-focused change. Find out how to make your initiative successful, and avoid the pitfalls that doom so many others, with this authoritative new book.

    With insights from dozens of CX pros, extensive research, and real-world case studies and examples, How Hard Is It to Be Your Customer will help you understand why some maps drive action leading to an improved customer experience, greater customer loyalty, and impressive ROI–while others just gather dust on a shelf.

    How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer Focused Change
    How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer Focused Change



    8.2Expert Score
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    Why this book

    Journey mapping is…often misunderstood or taken as a single tactic. Jim and Nicole connect both culture and action in this smart new book. –Jeanne Bliss, co-founder of the Customer Experience Professional’s Association, and author of Would You Do That to Your Mother?

    Tincher and Newton teach you to see the world through the customer’s eyes to then learn how to make journeys more relevant, personal, and unforgettable. –Brian Solis, author of X: The Experience When Business Meets Design

    To deliver the best customer experience, you must know everything your customers experience, and that starts with creating a customer journey map. It’s not an option–it’s a must-do. And this is the must-read book for helping you make that happen. –Shep Hyken, customer service expert and New York Times best-selling author of The Amazement Revolution

    More about the author

    Nicole and I spent three years putting this book together, reflecting on what we learned working with all kinds of companies, from multinational manufacturers to local and regional companies. We’ve found that most companies don’t take the time to really define why they’re doing journey mapping, or tying their results to what’s happening in the business.
    That’s a big mistake. Your peers are far more worried about business metrics like customer churn, share of wallet, or new sales than they are your customers’ survey scores. So when you ask them to change what they’re doing, it’s critical to have a solid reason why that reflects their business reality.
    Journey mapping is far more than a workshop. Journey mapping is a discipline that involves embedding the voice of the customer into your decision-making.
    Our book includes three major case studies, involving Meridian Health’s advanced radiology journey, three journeys involving “ABC Software,” a B2B software company, and the YMCA of the Greater Twin Cities. We have also included interviews with all kinds of customer experience practitioners working in B2C and B2B companies, Government, and Non-Profits.
    We hope you enjoy our book! Please reach out to us at to share your experiences.

    Nicole Newton & Jim TincherNicole Newton & Jim Tincher


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