With and their experience with a brand.

With dramatic advances in technology is recent years, there has been an inevitable power shift in the market. With the click of a button, consumers have a world of choice at their fingertips while businesses are forced to fight harder than ever to remain competitive. As are result, customers have become increasingly discerning, with greater expectations not only on the products they purchase but also the customer experience.  Technological advances have benefitted businesses as well though, giving them access to information and data never previously attainable. Using data and technology, businesses can now track and capture valuable information on their customers throughout various stages of the buyer’s cycle.

This allows them to start mapping their customer journey’s and look ahead and determine what customers need before they even know themselves.  According to Salesforce “86% of senior-level marketers say that it’s absolutely critical or very important to create a cohesive customer journey”. Meanwhile, research firm, Forrester says 63% of marketers currently use journey mapping to gain a deeper understanding of their customers buying experience. This, in turn, enables marketers to predict buying patterns, behaviours and preferences, and create personalised communications for each step of the journey. Why journey mapping is importantCustomer journey mapping allows businesses to gain valuable insights into the perspective of the customer and their experience with a brand.  This understanding makes it easier for businesses to deliver a positive experience at every individual customer touchpoint. It’s perhaps worth noting here that customer journey mapping is relevant and beneficial to businesses working in both a B2B and B2C space. The ultimate objective of customer journey mapping is an enhanced customer experience and higher level of satisfaction.

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The importance of customer experience is reflected in a recent Forrester research paper has indicated that leaders in customer experience deliver on average 14% greater revenue growth than those who fail to master it. It is, in the words of Tom Knighton, “the next competitive battleground… where business is going to be won or lost”.Interestingly, journey mapping has confirmed what businesses have suspected for the last few years. Traditional communications channels such as print, TV, phone and email are delivering a steadily decreasing ROI, while forward-thinking digital technologies are rising exponentially.


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