At every stage throughout the customer journey there are a number of positive and negative brand perceptions and interactions which are shaped by each touchpoint with the customer. The goal of Customer Journey Mapping is to identify these many touchpoints, several of which are underestimated in terms of their impact on the customer experience.
With an understanding of all touchpoints with customers – from brand communications to interaction with employees and representatives of the brand, to the purchase and use of products and services – it will be possible to recognize which interactions are the most important and where improvements are required.
Customer Journey Mapping is often based on the knowledge of internal stakeholders within the organization as well as on feedback from Voice of the Customer research. B2B International’s simple five-step process is shown below with the example of an airline brand.
An additional output of B2B International’s Customer Journey Mapping is a diagram synthesizing the important touchpoints, areas of satisfaction and pain points, all in one framework allowing for easy dissemination across our Client’s team. Effective for both b2b and consumer markets, this straightforward Customer Journey Mapping process drives action and leads to a positive impact on the bottom line.