After carrying out the planning stage of a customer journey mapping project, where the project goals, objectives and scope are defined, it is time to bring teams together in workshops to refine and augment the project plans. This chapter outlines what is required in a customer journey workshop and how to make the most of […]
Customer journey maps grant brands a view of the entire customer experience, making it possible for them to identify pain points and opportunities. This chapter outlines how marketers can start developing customer journey maps for their businesses, starting with the planning phase. There are a number of key stages that equally apply to ‘quick and […]
Contributors to this research, who have decades’ worth of combined experience, were asked to highlight the criteria for a successful mapping project. Without exception, all stated the same basic rules, regardless of the complexities or simplicity of the project. These are summarised in this chapter. Get organisational ownership at a senior level While the project […]
Brands with visibility of the customer’s route from discovery to purchase and beyond can unlock myriad opportunities that have a direct impact on the business bottom line. This chapter outlines the business benefits offered by customer journey maps. Who is engaged in customer journey mapping? Econsultancy’s Walking in their Footsteps – The Business Case for […]
How important is it to get the map terminology right and is there a set of standard maps that businesses and customer experience specialists use? This chapter defines a range of different types of customer journey maps – including current and future state maps – and when they should be used. Contributors to this research […]
The exact origin of customer journey mapping and customer journey maps is a little unclear, but the concept of a business or organisation mapping business processes is not a new one. This chapter considers the origins of the practice, and its increased relevance today as new technologies continue to transform the customer journey. The origins […]
The purpose of this research is to provide an overview of customer journey mapping. It provides a simple starting point for anyone yet to map out their customer journeys. It is also a reference for those for whom the process is underway. This research draws insights from those who have developed complex journeys with multiple […]
Arnold Ma is the CEO of Qumin – a digital marketing agency that helps brands connect with Chinese-speaking consumers globally. We caught up with Ma to discuss Western brand strategy in the Chinese market, the future of social commerce, and the power of Douyin. Econsultancy: Tell me about your role… what does a typical day […]
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