Once you diagnose all of the issues with your customers’ current experience, it can be tempting to focus on fixing them all one-by-one. But creating an effective future state customer journey is about more than removing the current problems— it’s about imagining a journey that is wholly new and visionary. Thus, instead of thinking of your customer-centric digital transformation as a punch list, think of it as North Star that your organization is constantly working towards. While this is certainly more difficult than simply patching up exciting foibles, it’s what gets business results in the end.

To learn how to make sure that your future state journey mapping process is properly visionary, check out the new book Winning Digital Customers by Howard Tiersky. It provides a proven, 5-step methodology for taking customer insights ands using them to build a brand new customer experience. Go to WinningDigitalCustomers.com to buy the book today!