Are you asking this question?
How could we be serving our people better?
Is there any more important question an organization can ask?
When Anna Marshall, AdoptUSKids Director for Digital Media, asked this question, it led her and her team on a deep dive into customer journey mapping. (Anna led a wonderful session about her experience at #19NTC; find the notes here.)
They took the leap, connected with their people (everyone on their team conducted interviews), and came away with a much deeper understanding of what those folks needed, and expected, at different points along their journeys while working with AdoptUSKids.
They drew particular insight from mapping the emotional side of their clients' journeys. As they moved from "interested in adoption" to the actual work of parenting, things got... hard. It was clear at the end of the interviews that these folks, who had been so hopeful and excited early on, needed more support than they were getting once they got in the weeds.
So now, AdoptUSKids is responding to that need. They're designing new ways to connect parents to resources, to one another, and to professionals who can help them navigate their new realities.
Families are forming, and getting healthier and stronger. And it all started with a question.