Customer journey mapping is an essential piece of the puzzle when it comes to understanding and improving the customer experience.

The customer journey has been transformed by the digital landscape, with an ever-growing list of touchpoints and myriad paths to purchase. In addition, customers increasingly expect seamless transitions between channels and joined-up experiences, whatever their direction of travel.

With research showing that good customer experiences are a key driver of business success, it is vital that brands work to understand how their customers are interacting with the organisation, and what they can do to iron out pain points and make those experiences exceptional. This report covers:

  • The rise of customer journey maps: Since the identification of key ‘moments of truth’, the practice of journey mapping has expanded to incorporate a vast network of touchpoints across the web, including apps, social media, marketplaces and search.
  • Types of customer journey maps: From process maps and service blueprints to empathy maps and user story visualisations, there are many methods marketers can deploy to build up a better picture of the experiences of their customers. How and when are these different maps best used?
  • The business case for customer journey maps: Brands with visibility of the customer’s route from discovery to purchase and beyond can unlock many opportunities that have a direct impact on the bottom line. What are the key benefits, and how can buy-in be secured?
  • Developing customer journey maps: From defining scope and setting objectives to the process of workshopping, what are the key stages involved in any mapping project?