The Value of Customer Journey Mapping
By
Tohawkes
and Michael Baum
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The key points to "map" are those touchpoints where the customer has some other kind of interactivity with people and/or information within the experience being mapped (e.g., shopping, returning merchandise, etc.). In your interviews, seek to understand how customers felt during and at the end of the interaction within each touchpoint. This is how you understand whether that touchpoint is great, just ok or needs attention.
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