I hate to break this news to you, but your customers most often interact with your organization because they have to, not because they want to. And when they do connect with you, it’s part of a larger journey that they’re on to achieve something more important than the interaction with you.

That’s why it’s critical for organizations to understand and to design experiences for their customers’ journeys.

A few years ago, we introduced the concept of Customer Journey Thinking™. It’s a simple tool for employees across an organization to continuously focus on customers’ journeys. As you can see in the infographic below, it’s all about asking and answering five simple questions.