Giselle Abramovich speaks for CMO by Adobe. Journey mapping for customers is the topic at hand at the Digital Marketing World Forum. It is important to map a customer’s journey in order to see what can be changed and made different or better. The customer is after all the most important thing for marketers to consider.
- Why map it? According to Grupp, customer journey maps help companies create a common understanding about the existing customer experience and enable them to share insights about behaviors and needs across touch points in an easily understandable format.
- The three keys to experience mapping, he said, are conducting customer research, involving a cross-functional team, and creating an actual map that can be used around the organization.
- One of the biggest customer experience mistakes companies make is thinking too much about what the company wants customers to do instead of what the customer wants to do
“Customer experiences can vary greatly, Grupp said, making journey mapping all the more important.”