Figure 3.11 Example actual customer experience journey maps
Having completed this exercise and ensured that you have recorded and scored all the experiences you consider are in this particular customer journey, remember that what you will then have is your view of the customer journey or journeys. This is often called the ‘inside-out’ view. However, no matter how carefully you may have prepared them, they will never be the same as the customers’ view of the same journeys. You can call this the ‘outside-in’ view. You will then need to validate them by getting customers involved in the process. ...
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