‘Mapping the customer journey doesn’t have to be difficult’ – Econsultancy
Ben Davis says, “Mapping the customer journey is not exactly a science.
It can be, but more often that not it’s a collaborative exercise that draws on some data and some qualitative and anecdotal insight from customers and staff.
The objective is to encourage customer-led and design-led thinking in a group, using the results to prioritise challenges and opportunities.
2016 research by Econsultancy in APAC suggested ‘understanding of the customer journey’ is poor.
However, it can be argued that the options that respondents were given in our survey framed the idea of ‘understanding the customer journey’ as being able to track individuals across channels – an understanding of every customer journey, if you like”.
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