Persona-based journey maps serve as a research and design tool to understand the current journey of core customer segments and to find opportunities to make improvements that add value for those groups.
Joseph A. Michelli, Ph.D. is a professional speaker and chief experience officer at The Michelli Experience. A New York Times #1 bestselling author, Dr. Michelli and his team consult with some of the world’s best customer experience companies.
Follow on Twitter: @josephmichelli
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