PHOTO:
Don Ross III
Effective customer journey maps aren t the purview of only one department. Companies need to involve stakeholders and experts from the right departments in the process, executives agree. But which departments to involve is a matter for debate.
Among the recommendations of what departments to include are:
Marketing, Customer Support, UX Proper journey mapping is key to success, said Joe Terrell, founder of Drifted. In this way, you understand how your users think and know their pain points in order to offer them the desired experience.
Terrell sees including representatives from the following departments as essential in developing customer journey maps:
PHOTO:
Jazmine
Customer journey analysis and optimization is among the top investment priorities for customer experience practitioners, according to the CMSWire State of Digital Customer Experience 2021 report. It trailed the top area: analytics, insights and dashboarding.
Customer journey mapping combines a lot of those two investment areas. It is a discipline that involves interdepartmental collaboration, research, technology and customer data management. The goal? Determine how customers interact with brands from marketing to acquisition to onboarding to loyalty programs and lifetime customer value efforts and improve customer experience along those journeys. Ultimately, create the ideal customer journey map.
Organizations approach customer journey mapping in many ways. Here, weâll explore some of the foundational elements, the initial steps in crafting a customer journey mapping program.