Insights
Perspectives from our work – on strategy, customer journey mapping, technology, customer research, and building the capability to make it all stick.
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April 2026 · Written by AI, sense checked by Zuni
Many organisations use these terms interchangeably, but they describe fundamentally different things. Getting the distinction right changes how you resource, plan, and evaluate your digital efforts.
Read articleApril 2026 · Written by AI, sense checked by Zuni
Many organisations are producing content and distributing it across digital channels – but without a strategy behind either. Here's what a content and channel strategy actually involves, and why starting without one creates problems that are hard to fix later.
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March 2026 · Written by AI, sense checked by Zuni
Journey maps are one of the most used – and misused – tools in digital strategy. Here's how to tell if yours are actually driving change, or just sitting in a presentation deck.
Read articleNovember 2022 · Sharlene Zeederberg
Customer journey mapping analyses each segment of your audience and outlines the stages they go through to purchase your product or service – and why it's central to any customer-centric digital strategy.
Read articleMarch 2024 · Sharlene Zeederberg
Theory says start with customer research. Our experience says otherwise. Building an assumptive map first – from what the business already knows – leads to sharper research, better alignment, and more actionable outputs.
Read articleMarch 2024 · Sharlene Zeederberg
A customer journey map is more than a pretty picture. The ones that actually drive change are resource-intensive to build and follow a disciplined process – here's what that looks like.
Read articleMay 2024 · Sharlene Zeederberg
Templates and step-by-step guides make journey mapping look deceptively simple. Here's why a generic template will never give you a map that's actually useful to your business.
Read articleMay 2024 · Sharlene Zeederberg
Acquisition journeys and retention journeys are fundamentally different beasts. If you're trying to shoe-horn your existing customer relationships into an AIDA framework, here's why it's not working.
Read articleMay 2024 · Sharlene Zeederberg
People use 'customer journey' to mean very different things. Conflating a touchpoint map with a customer experience map leads to disappointment – and a map that doesn't actually drive insight.
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April 2026 · Written by AI, sense checked by Zuni
Internal workshops are a great place to start a journey map. They are a terrible place to finish one. Without real customer research, you end up mapping how the business thinks the experience works – not how it actually does.
Read articleApril 2026 · Written by AI, sense checked by Zuni
Qualitative tells you why. Quantitative tells you how many. Most strategic questions need both – but knowing which to lead with, and how much of each you actually need, is the difference between research that informs decisions and research that just generates data.
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November 2025 · Written by AI, sense checked by Zuni
The CRM market is crowded and every vendor claims to solve your problems. A vendor-neutral selection process starts with requirements, not demos – and the difference is significant.
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July 2025 · Written by AI, sense checked by Zuni
Hiring for digital expertise is expensive, competitive, and often delivers short-term gains. For many organisations, a structured investment in internal capability produces better and more durable results.
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