Do you know the moments of truth for various tasks customers attempt to achieve with your organization? Before you can know or identify your moments of truth, you must first know what that means.

In the world of customer experience, what’s the difference between outside-in and inside-out?

One of the arguments against journey mapping I often hear is that it’s an exercise in futility. You map. You put it on the wall. Nothing changes. To that I answer, “You’re doing it all wrong.”

“We don’t have any binder full of best practices for you. You are it. If you don’t want to change the world—go home.”
—Brett Wheatly of Ford Motor Co., to the first candidates for coaches of the fledgling Consumer Experience Movement (CEM) program