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:”
Among the other topics was the preferred order for doing these. There was not a consensus – some do the research first so they can bring that into the customer journey map workshops, where others use the workshops to help their teams understand the concept of a journey, and use this to build hypotheses for the research.
When I work with clients, we use a three-step process for customer journey mapping:
CXPA (Customer Experience Professionals Association) members can listen to the “Customer Journey Mapping Round Table” call here. And if you’re not a member, why not? It’s a great investment into your Customer Experience knowledge.