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

In a world of endless information sharing, consumers have become the product.

There is a strong recognition that customer service is especially important in the branded experience. Service is one of the few times that companies will personally interact with their customers.

The word “advocate” has French and Latin origins. It has multiple applications, including legal, political, social care, and marketplace.

“What makes a personal kanban any better than a to-do list?” asked Julie, crossing out a completed task on her “ta da!” list with exaggerated strokes.

As in any good relationship, open communication is vital and Toyota Motor Corp., which recently suspended production and sales of eight models suspected of having sticky accelerator pedal problems, now has the perfect chance to show the world how healthy a relations