Next-Generation Strategies for B2B Sales and Marketing Leaders to
Be Discussed at the
"While CX leaders have long understood the value of customer journey
maps and the impact they have on an organization's ability to exceed or
meet customer expectations, many still struggle to utilize them
effectively in their CX initiatives," said Jane-Anne
Mennella, senior research director at
"There are a number of reasons why this happens, from stakeholders who don't understand their role, to using incomplete or incorrect data sources," added Ms. Mennella. "Essentially, many fail because they don't incorporate the governance and oversight needed to realize the journey map's true ROI."
- Master the Foundational Elements First: The same attention paid to laying the groundwork for journey mapping initiatives should be given to the actual creation of the journey map itself. Before building a journey map, CX leaders should consider the following: affirm leadership and key stakeholder support, build a cross-functional team composed of representatives from all departments who support the CX, assess data sources and needs, and know the audience for whom you are mapping the journey.
- Focus on the Actionable and Accurate: Determining and building successful customer journeys requires clear communication among the team and a strong understanding of the entire journey the customers take. CX leaders should start with aligning team goals and expectations. Next, the customer journey map should include the following criteria: it should be created from the customer's perspective and reflect the customer's entire journey — from evaluation, purchase, use through to loyalty, satisfaction and/or advocacy. Lastly, CX teams should consider validating the data included in the journey to ensure it accurately reflects the experience, feelings, thoughts and actions of the customers.
- Cultivate Value from Journey Maps: When journey maps fail, research shows it typically happens following the design phase. To get maximum value from customer journey maps, CX leaders must turn the insight derived from journey maps into action and experiences, ensure those journey maps are current, and develop a communications plan to reinforce progress toward realizing the customer's desired journey.
Additional details on how CX leaders can find true ROI from their
customer journey maps is available to
Sales and marketing leaders face unprecedented changes in customer
expectations, technology and the talent needed to drive results. At the
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Kelly Blum, 571-303-5745
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