Understanding Your Customers through Journey Mapping — Feb 8 St. Paul Breakfast

02/08/2017 | 7:30 am - 9:00 am
Jeri Meola, SMS Research

Explore one of the best ways to truly understand your customers: Journey Mapping


Today, the customer journey is much more complex and varies widely across different organizations and customer segments. It is no longer the product that is the focal point; it is the experience the company delivers.


The Performance Excellence Network is pleased to welcome Jeri Meola, CEO of SMS Research, to our February 8 St. Paul PEN breakfast discussion: “Understanding Your Customers through Journey Mapping.”


The presentation will be a guide to help you develop a customer journey map for your customers’ experience that will allow you to view your organization and its process through their eyes.


What is Journey Mapping?


A customer journey map is a visual representation of the journey a customer has with your brand, products, services, and people. It includes multiple touchpoints from the customer’s point of view, such as:


Key moments and evaluation points in the process
Positive and negative components of the experience
Attitudes and emotions that may come into play

  • Identify how journey maps can help you understand more about critical customer needs
  • Learn how leading companies used these maps to both improve their customer experience.
  • Recognize the value of confirming customer perceptions of the journey rather than relying on a corporate hypothesis.


Leave with new tools to put into action right away!


The discussion is at Metro State University in the Student Center (details provided at registration). Continental breakfast will be served from 7:30 to 8:00 with the presentation from 8:00 to 9:00 am. No cost for members; $30 for non-members. To register, contact Brian Lassiter at brian.lassiter@performanceexcellencenetwork.org.

Livestreaming (free) and video-on-demand ($20 for members) are now also available (discounted annual subscriptions are available and Premium/Sponsoring Members are free). Please contact brian.lassiter@performanceexcellencenetwork.org for more information and for the link to register for livestream or on demand.


Now in its 28th year, Jeri is the Founder and President of SMS Research Advisors (SMS).  As a market research professional,  Jeri gathers voice of the customer insights for Fortune 500 companies – arguable the most important information to an organization.  With these insights companies are more purposeful in their decision making which allows them to grow and prosper by fully operationalizing their “customer experience” not just today, but also tomorrow.   Jeri is nationally recognized within her industry as a member of Sterling Who’s Who, and has been awarded the Lifetime Achievement Award by the National Association of Women Business Owners (NAWBO).

Passionate about the community that has helped SMS become successful, Jeri has held key positions in several vital charitable organizations.  Current affiliations include United Way Women’s Leadership, Women’s President Organization, Heart Association Go For Red Women’s Executive Team, WomenVenture,  Performance Excellence Network, St. Davids Center Child and Family Development, Executive Women’s Golf and Sales and Marketing Executive International.


Jeri was born and raised in Ohio.  She holds an M.A. in Industrial/Organizational Psychology from Western Michigan University and a B.A. in Psychology from Edinboro University.

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