This video does an excellent job of explaining Scenario Planning. The most common application of is for futuristic thinking and considering the different scenarios that may play out. In the video, it will comment on how this method is used in lieu of forecasting or maybe even when Predictive analytics, no longer work (Podcast, The Power to Predict Who will…).
When you view this video take a different approach. Instead of looking at the limiting perspective of Scenario Planning for the future view it from a perspective of building Customer Scenarios along the Customer Journey. Instead of assuming a customer is going to act a certain way and create a response. Think of several scenarios and how you could adapt or a response might emerge. Think of different scenarios that could be co-create together.
If we view the Customer’s Journey as a Scenario Journey does that cause a different reaction? Would that help us to seek to understand first?