Author

Laurence Cramp

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A customer journey map is a visual or graphical interpretation of the overall story from an individual’s perspective of their relationship with an organisation, service, product or brand, over time and across the channels they utilise. The story is told from the customer’s perspective, but also emphasises important intersections between user expectations and business requirements. No two journey maps are alike, and regardless of format they will allow you to consider interactions from your customers’points of…

Regardless of its exact origins, the fact remains that many organisations of varying shapes, sizes and industry sectors still rely on balanced scorecards to drive their operational performance. Let’s consider some of the main takeouts and benefits of the approach: Measure what you want to manage Kaplan and Norton’s 1992 article opens with the phase “what you measure is what you get” highlighting the need for a balanced presentation of both financial and operational measures.…