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Summary
As practitioners, we are often asked to craft Customer Journeys. It’s not uncommon, however, to wonder how impactful these lovingly researched and designed journeys are for the stakeholders they are meant for. Do they contain the right information for Enterprise stakeholders? Do they convey it in a way that is actually useful for the end user of these journeys? How can we feel more confident in the research that underlies these journeys? This session will explore some of the approaches that the gotomedia team has been using when researching and creating customer journeys in order to make them more successful for enterprise stakeholders.
Key Insights
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Enterprise personas and journeys often exist in disconnected versions across business units, leading to frustration and underuse.
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Designing personas and journeys for digital use, not print, greatly increases their visibility and utility within organizations.
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Focusing journey and persona design on the needs of frontline practitioners, not just executives, ensures practical adoption.
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Avoiding information overload by prioritizing key details helps keep journeys actionable and understandable.
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Focusing on the future state of customer experience is more valuable to clients than documenting the current state.
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B2B buying decisions involve collaborative teams, so journeys must account for information sharing and group dynamics.
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Using interactive digital tools, like a customized OptimalSort session, yields richer, more granular journey data remotely.
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B2B buyer segmentation based solely on company size is often misleading; usage patterns and solution centrality provide better distinctions.
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Progressive disclosure through interactive journey maps allows deep detail without overwhelming users.
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Regular review of journey maps (every 3 months to annually) by cross-functional teams keeps them aligned with business realities.
Notable Quotes
"Too often we create beautiful, complex journey maps that no one can understand or use."
"Unless personas and journeys are designed for digital use, they quickly wither on the vine."
"Journeys need to be designed for the people who use them day-to-day, not just the executives who request them."
"Clients care less about the current state and much more about what the future state should look like."
"In B2B, it’s all about information sharing and group decision making, not just individual users."
"Using OptimalSort in a moderated remote session was a hack that gave us much better journey data than traditional interviews."
"We found that journey behavior patterns varied more by the scale and centrality of solution implementation than by company size."
"Interactive, linked journeys let users drill down into details without overwhelming them with information all at once."
"Diary studies don’t work well for long B2B processes because participants lose engagement and stakeholders don’t want to wait."
"Businesses should evaluate their journey maps at least every three months to ensure they still reflect reality and remain useful."
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