customer journey

Walk A Mile In Their Journey

March 13, 2016

I recently had a chance to get a business contract with a non-profit that has teamed up with USAID and the American Refugee Committee to build sustainable businesses in the Eastern Congo area of Bukavu. I was there to do a situational analysis of the project. I knew in advance that they had hired an organization called IDEO, who has popularized the idea of customer journey, all over the world. Before I tell the rest of the story, let me give you one definition of customer journey I like: customer journey is the sum-totality of how customers engage with your company and brand, not just a snapshot on time, but through the entire arc of being a customer. It actually had its start in the product design world where one way of saying it simply is this – if you are going to design a chair, design it with an understanding of how the person who is going to sit […]