Start: Qualitative Model

Do You Have?

Journey Identified

YES: Go to Journey Contexts Identified

NO: Go to The Play

The Play

There are 16 Universal Customer Journeys that you can use as a starting point. You can find my Customer Journey 2.0 Toolkit (FREE), which will give you a solid starting point and ensure that you are able to consider various degrees of granularity. These models were developed from the corpus of knowledge available to large language models (LLMs) and not a handful of people invited to an interview or focus group. Make the study as narrow and shallow as you wish, but at least know that you can go deep if you need to without any additional work

Use it to

Why reinvent the wheel? You customers’ journey is not unique, their needs are. You’ve just tried to make make your work product unique. How can you compare yourself to a competitor if you don’t utilize a common foundation for evaluation? Start here, fine-tune in subsequent steps for relevant context(s). Building a broad foundation, with deep anchors will set you apart from the crowd. You’ll become the go-to authority on journey analysis in your organization once you demonstrate your differentiated capability, your precision, and your ability to scale the research.

NEXT: Go to Journey Contexts Identified