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Customer journey mapping

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The big picture

Customer journey mapping is a model for mapping all interactions between customers and the organisation from the perspective of the customer, with the intention of improving these interactions and, by doing so, increasing sales and customer satisfaction. Although the model has been around since the late 1980s, with the rise of the online customer interactions (social media, e-commerce, etc.) customer journey mapping is used by many companies to optimise activities and interactions both offline and online, and to align between both channels.

Customer journey mapping is a way of seeing things from ...

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