The upper right quadrant becomes the
place where you need to focus most. Use
this to map out the improved customer
journey, remembering to keep emotion
in mind and to align high points in the
customer journey to the critical customer
needs and your brand value. A couple of
points to keep in mind:
• Don’t try to be all things to all people.
There is limited time, resources and
money. Map the “wow” points within
the journey where it maps to your
brand value and critical customer
needs for that segment, and end on a
high note.
• Include a touchpoint dimension as you
think about your new journey