The Value of Customer Journey Mapping
By
Tohawkes
and Michael Baum
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In order to take advantage of this opportunity, retailers should take two critical actions:
- Develop a fuller understanding of the customer, ideally through customer journey mapping.
- Use that understanding to strengthen the infrastructure supporting the most important journeys, and by alleviating customer pain points.
Customer journey mapping is the plotting out, visually, of the specific steps a customer follows from the time they become aware of the need for a product or service through the phase of researching potential choices to the time they engage in the purchase transaction to the subsequent interaction after the purchase (i.e., delivery, installation, use, returns, etc.).
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Tohawkes
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Michael Baum
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