An organization is using customer journeys to help it increase market relevance. It monitored the journey taken by one specific user of their product, and made changes to ensure that the user had a…

Question

Options

• APurpose
• BPersonas
• CCurrent-state
• DTouchpoints

• A
  6% (3)
• B
  75% (39)
• C
  15% (8)
• D
  4% (2)

Explanation

Personas is correct because the organization made the mistake of optimizing the journey for a single specific user rather than representative user archetypes. Customer journey mapping is only useful at scale when it reflects the behaviors, needs, and pain points of distinct user groups (personas) - not individuals. Measuring average satisfaction across all users showed little improvement because the changes were tailored to one person who may not represent the broader customer base.

Purpose (A) is wrong because the organization clearly had a defined goal - improving end-to-end experience and measuring satisfaction - so purpose was not the missing element. Current-state (C) is wrong because monitoring the journey of a specific user is precisely what current-state mapping involves; that step was already done. Touchpoints (D) is wrong because the organization did address the full end-to-end experience, which implies touchpoints were considered.

Memory tip: Think "Personas = Population." A journey built for one person is anecdotal; a journey built for a persona is strategic - if your results don't scale, you probably skipped defining who you're actually designing for.

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