How enterprise companies are implementing customer journey mapping

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Now, more than ever, companies are taking the time to outline the steps customers go through when interacting with them, whether it's an online experience, a retail experience, or a combination of the two. .

Mapping the customer journey is an effective tool to improve customer experience.

But how effectively are enterprise-level companies implementing a customer journey mapping strategy?

Ascend2 Cooperation with Ansira surveyed 112 marketing professionals from corporate companies to learn more about how we're effectively implementing a customer journey mapping strategy.

Here are some notable findings and tips from this study, Enterprise Perspectives on Customer Journey Mapping .

Discovery #1: Enterprise companies have a Purchased Customer Journey Map

Customer journey mapping is widely adopted across larger companies. More than two-thirds (68%) of enterprise marketers report currently building and testing their journey maps or already working with journey maps defined in place. Another 22% are planning to create a journey map in the future.

Tip: Your customers have an inherent need when they interact with your brand both functionally and ional. The best place to start profiling and gaining a baseline for how effectively your brand is meeting these basic needs and expectations is by mapping their journey.

Search #2: How many journey maps do you need? Which depends.

For businesses, journey mapping can be a complex and complex process involving many variables. About a quarter (24%) of those surveyed reported having six or more different journey maps as the foundation of their strategy. More than half (55%) said they were in the range of three to five itineraries.

Tip: When determining how many customer journey maps you need, there is no 'one size fits all' blueprint for success. Journey maps can be used in many ways – from high-level visibility, future states to rallying support by a northern star, to detailed journeys identifying important roads, dependencies and versioning to promote integrated distribution across teams. It's also a good strategy to start small, with a few journey maps and build up additional ones as you gain experience and expertise.

Spot #3: Barriers to Success – Be Prepared to Fix Your Data Problems

Enterprise marketers are finding it difficult to allocate time, staff and resources to implement a journey mapping strategy, according to 41% of those surveyed. It is a huge challenge to execute successful journeys without quality data, which is a problem 37% of businesses are also facing.

Tip: Having customer-focused, first-party data at the intersection of interaction and purchase behavior is critical to success. Without it, even the best data science and marketing technology can't understand, or much less act on, customer journey paths.

Find #4: Collect Data

Data, both analytics and assumptions, is the foundation of any successful journey mapping strategy. According to business marketers, customer feedback surveys (53%) and market research (47%) are the two most effective ways of gathering data to build journey maps.

Tip: The most effective journeys are developed from the right balance between quantitative behavioral data and rich qualitative data. Once you've gathered the right data, test and interpret it, create a strategy, and start executing.

Detector #5: Partial involvement (AKA – play together nicely)

Creating a successful customer journey mapping strategy requires input from a range of departments, so don't try to do it alone. According to the businesses surveyed, marketing (60%), customer service (56%), and sales (48%) are important for gathering insights during the journey mapping process. of cutomer.

Tip: Creating a seamless customer experience should involve teams across the organization. Multiple perspectives provide a comprehensive customer journey. For businesses, it is important to identify key stakeholders from selected departments.

Conclude

How do you plan to improve the customer experience next year? Please leave a comment and share what is working for you. How are you meeting challenges, gathering data, improving data quality, allocating budgets, allocating staff, allocating ROI, and using technology to map the customer journey ? Help the community by sharing your insights and real-life examples.

You can download the whole The Enterprise Perspective on Customer Journey Mapping for more data, tips, and strategies to plan, implement, and optimize your customer journey mapping strategy.