For years, customer experience teams have invested countless hours creating journey maps—those colorful wall charts dotted with personas, touchpoints and emotion curves. These artifacts have become ...

Alex Ross is cofounder & COO at Hire Horatio CX. Horatio CX manages the CX & other customer needs for today's fastest-growing brands. When it comes to customer experience (CX), a term you often hear ...

To untangle these questions, marketers took a step back and broadened their view of the entire customer engagement. By understanding the different phases through which a given customer type would ...

Customer journey mapping is all the rage these days, but this oft-used tool for customer experience improvement frequently leads to a rather disappointing destination. Journey maps are visual ...

Customer experience teams have long used journey maps to describe how people discover, evaluate, buy and use a product or service, but static maps cannot fully capture what customers actually do ...