Journey Maps Are Useless Without This


Don't Waste The Map

Hi Reader

It’s easy to fall in love with the artifacts of customer experience. The journey maps. The personas. The beautiful decks.

But if those don’t lead to action? They’re just decoration.

“The worst thing anyone can do is show up out of nowhere and say, here's a journey map. What are we going to do about it?”

In this episode of CX Passport, Dave Seaton reminds us that customer experience work isn’t about insights... it’s about outcomes. And for those outcomes to happen, the people responsible for change need to be part of the process from the beginning... not handed a journey map after the fact.

What makes Dave’s approach stand out is how much intentional setup goes into the work. He brings in cross-functional teams early, helps them see their role in the customer’s story, and builds solutions with them... not just for them.

That co-creation helps the journey map land... not as a critique or a handoff, but as a shared plan.

Because if you’re the only one in the room who cares about the map, it’s just a pretty picture...a messy Mondrian mockup of no value

But if the right people helped create it?...

It becomes a compass.

Great CX work doesn’t end with insights.
It starts with involvement... and it leads to action.

Your Turn...

Have you ever seen a powerful journey map get ignored? What would it have taken to turn that insight into change?

Put those tray tables up and buckle those seat belts. Let’s go!

-Rick

P.S. If you know someone who might benefit from this week’s newsletter, please feel free to forward this to them. Or they can sign up here.

What’s on tap this week?…


Host - Rick Denton

Rick believes the best meals are served outside and require a passport

🎤🎞️“The one with the climate of CX” with Jeff Louden Digital Product Manager at The Baldwin Group in CX Passport Episode 205🎧


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