Leading organisations are modelling a new path to insight; they are map designers. They use content insights to create context and reveal customers’ intent. To achieve the elegant and irresistible design of the customer journey, they don’t lock customers into a sales process; instead, they seek to design the buying journey around the customer’s needs.
Journey mapping generates insights in abundance, feeds on-target personalisation and has equally important second-order effect: it propagates trust. Journey maps cement trust by instilling a culture of accountability to customers inside the organisation. Leading organisations are discovering their customers’ unmet needs and intent by creating content that supports the customers’ journey not their sales process.