I had the opportunity this week to host a CXPA round table on Best Practices on Customer Journey Mapping for B2B and B2C. We had great participation from a number of companies, including Fidelity, Thomson Reuters, and ServiceNow.
We discussed two very different meanings for the term, “Customer Journey Map:”
- A research activity where you work with customers to understand the steps they take as they experience your journey, and the emotional impact of each step along the way. I wrote a white paper on the topic here.
- A workshop where you bring members together to lay out the customer journey, often involving the people and systems that impact that customer journey. These workshops are also called Customer Ecosystem Map workshops, and I put together a SlideShare on the topic here.