25 Need-To-Know Management Models

Chapter 11

Customer journey mapping

• Why use it? Customer journey mapping is a model used to map out all interactions between customers and the organisation from the perspective of the customer, with the intention of improving these interactions and thus increasing sales and customer satisfaction.
• What does it do? Customer journey mapping is a way of seeing things from the customer’s point of view. It’s not about just describing their experience, but also examining how they feel about what happens to them and analysing what the company can do better to improve the customer experience.
• When to use it? Customer journey mapping is a model for gaining greater customer insight. It can be used as part of a business improvement process, or as part ...