Since customers often recommend your organisation to others, customer journey mapping can be critical to help ensure a good customer experience and drive profitability.
Today's customers are increasingly demanding, as well as utilising multiple channels and touch points to interact with organisations during their life cycle (or customer journey map). If you are serious about differentiating your organisation, you cannot ignore the negative impact that inconsistent and piecemeal customer experiences will have on your business.
Fortunately, more and more is being written and done about how to manage the customer journey. And an effective and emerging tool to help an organisation provide its customers with the experience it wants them to have is customer journey mapping, or CJM.
Customer journey mapping helps you understand the customer's touch points. If the customer journey is consistent and positive, and you exceed expectations, you create value and set the conditions for nurturing a long-lasting and profitable relationship with loyal and committed customers.
Eric Fraterman, from Customer Focus Consulting, details what to consider in customer journey mapping (CJM), including a checklist for CJM.