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Creating a customer journey map requires more than simply developing a deep understanding of what customers are trying to accomplish in their multichannel interactions with a company. Project champions must also consider how maps will actually be applied in the organization, as well as how to make them usable—and useful—for employees. Here are five tips for crafting effective and compelling customer journey maps that bring results:- Apply a loose definition of the word ‘channel’
- Create maps with a clear purpose
- Conduct research with real customers
- Create intuitive maps
- Embed maps into the company’s culture
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