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Wednesday, March 31, 2021

Map Your Customer Journey

Always found the idea useful, even if not formally done.  And especially if you are including technological links.     Or perhaps a form of 'Digital-Customer-Twin' idea that might adapt to multiple products, needs, wants?    Or more of a process map-model? 

5 Reasons You Should Map Your Customer Journey

Kelechi Okeke -March 25, 2021 in CustomerThink

Today before any business can satisfy its customer needs or even exceed their expectations, good knowledge of what the customers truly want is required. This entails having an end-to-end understanding of the customers’ journey with the brand, from the awareness to loyalty stage of the buying cycle. A Customer Journey Map is a powerful tool for achieving this.

A Customer Journey Map is a diagram that shows how customers go through each stage of the buying cycle with a brand, from the customers’ point of view. The customer journey map highlights key interactions as well as customer motivations and emotional state at each touchpoint as they go through the buying cycle.

History of the Customer Journey Map

I was unable to identify the exact origin of the Customer Journey Map, but from my research, the concept evolved from Jan Carlzon’s Moments of Truth which advocated for an ecological view of the customer experience that involved looking across touchpoints.

Oxford Corporate Consultants (now OxfordSM) first introduced the concept of customer journey mapping in 1998 during their work with Eurostar to establish and implement a corporate mission and brand proposition.

OxfordSM continued to use the concept widely after this, even with the UK Government through which they eventually published the Customer Journey Mapping Guide for Practitioners.

Today more brands are turning to customer journey maps to gain insights into their experience. Here are 5 major reasons you should also map your customer journey.

#1. Identify gaps & opportunities for improvement

A customer journey map is a great tool to visualize how your customers go through each phase of the buying cycle, from Awareness to Advocacy (or Detraction). It outlines steps taken by the customer, their goals and motivation at each phase.

With this visual laid out before relevant stakeholders in an organization, it is easier to understand the current customer experience, identify pain-points and process gaps, as well as opportunities to improve the experience at each stage of the journey.  ... '

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