Customer engagement is not simply a series of interactions, or getting people to visit a website, “Like” something on FaceBook, or download a mobile app. Genuine engagement centers on compatibility, and identifying how and where individuals and organizations can exist harmoniously together. Giving thought to how your organization/product/service/brand fits into customers’ lives is crucial.
I also use journey maps to gain internal consensus on how customers should be treated across distinct channels. Holding collaborative workshops with cross-disciplinary teams mixing people who otherwise never communicate with each other can be extremely valuable in large organizations in particular.
Illustrating or describing how the customer experience could be brought to life across channels allows all stakeholders from all areas of the business to better understand the essence of the whole experience from the customer’s perspective. How do they want to be spoken to, what are they thinking, feeling, seeing, hearing, and doing? Journey maps help us explore answers to the “what ifs” that arise during research and conceptual design.