‘Four Critical Components of Your Customer Journey Map’ – MarketingProfs
Koren Stucki says, “Businesses seeking to improve the customer experience often build customer journey maps—a visual representation of the various interactions a buyer has with a business.
Building that map from the outside-in—from the customer’s perspective—requires a thorough understanding of the customer’s needs, wants, and desires.
A common mistake that many marketers make when building a journey map is to operate within a silo, whereas interviewing executives and cross-functional stakeholders for their input and agreement on the objectives is a critical early step in the process, and will help define the scope of the effort.
Some teams actively involve employees who engage with customers on a regular basis, such as customer service representatives or front-line operations managers at retail locations. They also include individuals across the business who will ultimately be responsible for owning the improvement efforts identified during the mapping process”.
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