KNOWLEDGE BANK
How Customer Journey Mapping can create internal and external alignment
“Customer journey maps are a single, customer-centric perspective of the moving parts of an organisation, or multiple organisations or service providers, involved in a person’s journey to solve a triggered problem.”
Why Customer Journey Mapping is not colour by numbers.
“A customer journey map is developed through deep engagement with the business, and the customer, and should be ownable and specific to that business, its objectives and how the map will be used.”
“Why can’t I make my relationship with my current customers fit nicely into my customer journey?”
“New customers are on a mission – they have a problem they are trying to solve, where your product could be part of the solution, and as such you can map out their activities, needs and frustrations.”“
Insight – The difference between Customer Experience Maps and Customer Touchpoint maps
“Ultimately, customer experience journeys are not “created” by marketing teams sitting around a boardroom table… they are “discovered” from customers themselves.”
Don’t forget these key steps if you want to develop useful and usable customer journey maps
“There is much more to a customer journey map than a pretty picture depicting a series of actions. Useful ones are time consuming, resource intense and expensive to create, but they are pivotal to creating customer centricity across an organisation and its marketing or business strategy.”
The Customer Journey Mapping Myth: Why You Should Start with What You Know
“Theory tells us that customer journey mapping starts with customer research. We disagree. Our experience tells us that it is better to build assumptive maps first, based on what the business knows, and shaped by their goals and current knowledge, before heading out to the customer to get their perspective.”
What is Customer Journey Mapping?
“Understanding how customers interact with a company’s digital assets is vital to developing a strong digital strategy and the process of developing a customer journey map ensures that any digital strategy is customer centric and linked back to the needs of your target audience.”