Customer Journey Mapping Defined

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Customer Engagement
Customer Experience
Engaging with customers today has never been so convoluted. With multiple paths to purchase across myriad channels and devices, understanding the 'when,' 'how,' and 'why' of moving customers from point A to point B has become ever so critical.

Engaging with customers today has never been so convoluted. With multiple paths to purchase across myriad channels and devices, understanding the 'when,' 'how,' and 'why' of moving customers from point A to point B has become ever so critical.

Customer journey mapping is a method used by smart CX and marketing leaders to better understand a customer's interactions with an organization from initial point of contact and throughout her relationship. In "Mind the Gap: Avoid these Customer Journey Mapping Mistakes," Judith Aquino uncovers common blind spots in customer journey mapping and offer tips on how to fix them. She included the efforts of Royal Bank of Scotland to fine-tune its approach to customer journey mapping.

In SurveyMonkey's blog, "The Best Way to Map the Customer Journey: Take a Walk in Their Shoes," Audra Sorman defines the customer journey, offers a customer journey example, and describes how to create a journey map. She said, "Invest time into understanding the customer journey and go through the process of documenting every time customers interact with your brand-the exercise will help you see where you can make improvements and show you how to make every customer experience a positive one."

In "7 Tips to Get Started With Customer Journey Mapping,"
Adam Toporek said the more companies explore journey mapping, the more they will understand what their customers are experiencing with their organizations. He explained how customer journey mapping is more like entrepreneurship: "While you can get a formal business coach to assist you, you can also dive in and learn by doing. Used in the right circumstances, either method can be effective."

Annette Franz looks at how to identify, measure, and resolve pain points and difficulties customers have with their individual experiences in her blog, "Is it Time to Create a Hassle Map?"

Customers choose multiple paths on their journeys. Finding and following them on the right ones is the key to strengthening relationships with them. Good luck on your own customer journey mapping efforts!

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EXPERT OPINION