Understanding the customer journey is complicated. Why? Because there isn’t only one – different customers take different journeys. Also, the same customers take different journeys, on different buying or usage occasions.
A comprehensive consumer journey map is a crucial part of any customer experience (CX) programme. User and buyer journey mapping identifies all the possible routes and individual touchpoints.
We see our customer journey mapping frameworks as an integral part of the process to enable improvement to the customer experience, by:
- Providing a holistic understanding of the customer experience, the moments that matter in a journey, and how improvements can be made across categories
- Understanding set in a business context providing practicality, alongside understanding how internal improvements can be made to help realise objectives
- Enables you to track improvement over time against desired customer and commercial outcomes; a clear view on progression and ROI of the research programme