Customer journeys are the essential tool that (most) content designers and content strategists are not using.

Mention customer journeys to people in digital, marketing, content, and customer experience teams, and you are likely to get a lot of different reactions. Some people say they are over-hyped and unnecessary. Others relay stories about how they have seen them end up as expensive decorations in office cubes. They may find customer journeys impossible to implement or act upon or insist that journeys lack scalability.

Others speak to the promise of customer journeys and understand that these tools are fundamental to providing customer insights for digital experiences.

Kevin will speak about how customer journeys provide value when teams understand how to leverage them effectively—and discuss how content is a key component in their successful implementation.

He will make the case that to realize the value from your customer journeys, you need to understand that customer journey maps in and of themselves are not the end point. Rather, you need to go the extra step to derive task-based customer journeys from customer journey maps.

This talk will explain the difference between these two types of journeys and why task-based customer journey maps are exceptionally effective tools to plan for content within customer experiences. He will also provide tips to help you measure the performance of content within those experiences. You will learn:

• What a customer journey map is and how to derive task-based customer journeys from it
• What a task-based customer journey with content mapped to it looks like
• How to leverage task-based journeys for content planning
• How task-based journeys can position content as an effective lever to measure KPIs against customer experience
• Why everyone should embrace customer journeys as effective tools in content design and content strategy