The Value of Customer Journey Mapping

Customer journey mapping will help you accomplish the following:

• understand where there are friction points in the purchase path that increase the likelihood of an abandoned cart;
• understand where customers may consult with your competitors, resulting in lost opportunities;
• identify and remedy the dissatisfiers in the purchase path, resulting in increased loyalty and repeat purchases; and
• provide another method of segmenting customers by their behavior to enable more relevant marketing.

To start, select a representative sample of customers and channels. Talk to your customers about their most recent purchases and work backwards as this helps the customer to more accurately recall each step. Don't forget abandoned journeys!