By: Annette Franz (submitted by Carmen Gass)  

Customer experience professionals use storytelling to gain buy-in and commitment from their audiences (typically executives, as well as employees) and to deliver impactful emotional and
rational perspectives and messages, thereby capturing both the hearts and minds of the intended audience. When they tell the customer’s story, they paint a picture of who the customer is, what problems she’s trying to solve, and the experience the company puts her through in order to solve her problem. They end up taking the audience on a journey, the customer’s journey, and it humanizes the customer experience for the audience.

One of the best tools available to develop and to tell that customer story is journey mapping. Read more here.