Customer journey maps help businesses identify how customers interact with them, identify pain points, and maximize moments-that-matter interactions. Businesses should start by identifying whether they are customer-centric and customer experience is a focus. The framework should include personas, stages or phases, moments that matter, thoughts and actions, and pain points. Finally, businesses should commit to using and measuring journey maps and customer experience will improve.
In the B2B world, customer journey maps have an extra layer of complexity since there are often multiple people involved. Therefore, when creating a map, the role of each person should be considered and how they interact. Additionally, emotions should be taken into account as they help identify focus areas for improvement.
Customer journey maps are a powerful tool to help businesses understand and exceed customer expectations. Organizations should commit to the process to get the best results. To learn more, check out the resources provided.
A Framework for Getting Started With Customer Journey Mapping
Don't worry ... it's FREE!
Most Americans say they do not think the government should punish companies for political stances, and they also say tech companies should be responsible for removing misleading content, according to recent research.
Discover the top B2B digital advertising trends for 2025, from privacy-first ads to AI's role to adtech. Read more.
See how AI amplifies B2B marketing's four pillars—content, influencer marketing, SEO, and social media—boosting efficiency and impact. Read more.
What do marketing professionals at digital agencies think of the current landscape? How do they feel about the future? Do they expect their firms to add more headcount? What impact do they expect AI to have on the industry?
What are the 2025 trends shaping marketing, communication, writing, our lives? This is Ann Handley's annual list of What's In, What's Out for a new year.
Senior marketers in the United States expect their marketing budgets to bump up moderately over the next 12 months, according to recent research.