One final point here, you can use this method any time you’re handed a target at the impact level. You’re asked to increase sales? Create a customer journey map, and then review it with the magic question: “what are the behaviors in the system that predict higher sales, and how can we go about encouraging those behaviors?” You’re asked to increase revenue? Same process: create a customer journey map, then ask “what are the behaviors that lead to higher revenue and how can we go about encouraging those?”
