Take Into Account That Customers Are Not Aware of Their Inner Drivers
I think because, at the end of the day, what consumers told us they would do, and what they actually did, were different things
—Simon Fox
The advice we gave in the previous chapter sounds simple enough, right? So why aren’t organizations doing it? Many organizations do some form of journey mapping but as we said hardly anyone is designing methodically with customer emotions in mind. So why is that emotions are key drivers of customer behavior and consequently value for organizations?
One of the main reasons is that emotions are not flagged on organizations’ radars. As we’ve provided examples in Chapter 2, customers don’t know what they really want. They ...
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