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"WHAT IS A CUSTOMER JOURNEY MAP?" WOULD SEEM TO BE A FAIRLY SELF-EXPLANATORY QUESTION. It's a diagram/infographic/flowchart that depicts the steps customers go through to engage with a company. The map can show the path to buying goods or services or gather information. Simple, right? Not so fast.
Sure, a customer journey map is a simple idea. But with myriad touchpoints to consider and influencers affecting the path, these journeys can become complicated. Then factor in whether you are trying to map one subsection of the journey or take more of a cradle-to-the-grave approach, looking at the entire path of the engagement, things can get very complicated. The deeper you dive into the mapping process, the more difficult it becomes. But the more complete the map, the more you will learn about the intricacies of the interactions and impacts the players (customer service, technology, channels, etc.) have on the journey. And then you can figure out how to optimize and orchestrate the journeys to provide the best possible customer...