Situation

While customer journey maps and personas are widely touted as being value, they often are relegated to becoming "sitting on the shelf" documents that are seldom, if ever, actively used by marketing, sales, customer success, or product development teams.

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The task

Forge easy-to-understand customer journey maps and customer lifecycle journey maps with personas that facilitate determining the types of intercepts that should be developed at key "moments that matter."

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What I did

After reviewing multiple depictions of customer and customer lifecycle journey maps, it became evident that most are designed to awe audiences with volume rather than focus on what is essential from the target audience's perspective.

 

The subsequent engagement architecture visualization was developed and subsequently refined based on feedback received from multiple marketers, product developers, salespeople, and sales operation specialists. It has been used by companies ranging from Microsoft to Apple, RE/MAX, Charles Schwab, and SVB.