The Value of Customer Journey Mapping
As always, developing understanding makes you wiser, but it only makes you richer when you use that understanding to positively impact the customer experience.
For example, one omnichannel retailer used customer journey mapping to identify and improve a portion of the customer experience, which it didn't realize was problematic. After conducting 85 individual customer interviews, the retailer became aware of specific touchpoints which were causing customers to re-evaluate their potential purchase. The company's next step was to lay the 85 journey maps together to identify patterns. It grouped similar journeys and created segments, and then developed personas for each of the segments to create deeper empathy for the customer and their respective journey.
- Places:
- U.S.