Why is it important?
Why is a customer persona and journey important
Customer experience will not exist in a few years. More and more companies will turn into customer centric companies by design. The heart of growth hacking is taking the customer centric approach (see our growth hacking manifesto).
Creating a customer persona & mapping their journey is only the first step. The next step is researching the customer journey continuously: monitoring and improving it constantly. The end goal is creating amazing customer experiences in every step you interact with your customers.
This can mean changing messaging, adding or removing touchpoints and keep in mind that journeys can change over time due to external factors like emerging technologies.