What is a Customer Journey Map?
A customer journey map is a visual representation of the journey a customer has with your brand, products, services, and people. In other words, the product is not the focal point, it is the experience the company delivers!
Journey Mapping is an outside-in exercise, reviewing and documenting the stages of customers’ lifecycle from their points of view looking in. Customer journey maps may also be called customer interaction maps, customer corridors, or service blueprints. Customer Process Mapping (CPM), often an artifact of Six Sigma or Lean work efforts document, is similar but different from customer journey mapping in that it is about internal processes and the channels businesses undertake when serving a customer. Customer Journey Mapping allows companies to see the gaps between the desired Customer Experience (CX) and the one that the customer actually receives.
Mapping the customer’s journey starts with identifying and building out the steps of the journey from the company’s point of view, from beginning to end. Companies start by identifying the key moments a customer has when interacting with the company. Reaching agreement on the discrete steps a customer takes can be difficult, as each functional area and stakeholder will bring a unique perspective to the table. It is critical for the organization to work from a common vision of the journey so that measurements, improvements, and enhancements can be created using a shared framework.
Identifying the Moments that Matter
Fundamental to understanding and optimizing your customer journeys is the ability to quantify the moments that matter; this is where we excel. With the XI Platform, artificial intelligence is employed to identify and rank the moments that matter, but an informed human touch is still required. Our experts don’t use just ‘one’ analytic technique, but rather, an approach is driven by the client’s business needs or the problem they are trying to solve.
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