Today, the customer journey is much more complex and varies widely across different organizations and customer segments. It is no longer the product that is the focal point; it is the experience the company delivers. This article is a guide to help you develop a customer journey map for your customers’ experience that will allow you to view your organisation and its process through their eyes.
The article outlines a real-world example of how a financial institution used journey mapping to identify the root cause of attrition and strategies for increasing customer retention when investment representatives retired.
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