Reading @Blogging Innovation: Arne van Oosterom’s Mapping Customer Experience Excellence

When the nice people at MyCustomer.comasked me to write an article about customer journey mapping,

I knew right where to begin.

A product or service is merely a means to an end. The real deeper value lies in the story attached. I don’t want to own a coffee maker – I need to wake up early with a little help from a cup of coffee. I don’t want to use a train – I want to get home to my wife and children. I don’t want to go to a store and buy a stereo set – I just want to listen to my favorite rock music when I’m home, it makes me unwind after work.