Identify strategic misalignments

Strategic misalignments occur when journey findings reveal disconnects between company intentions and customer reality. Your organization might prioritize mobile experience while customers desperately want human support. These gaps between strategy and actual needs often point toward deeper insights about customer values.

Look for patterns where customer behavior contradicts business assumptions. If you've invested in self-service tools that customers actively avoid, explore why. The surface finding might be poor usability, but deeper investigation could reveal insight about customers viewing complexity as care or personal service as status.

Frame misalignments as opportunities to evolve strategy based on customer truth rather than internal assumptions. Show how customer behavior reveals market opportunities competitors miss. These strategic pivots, grounded in journey evidence, often yield more value than optimizing existing approaches.