A Google search for “customer journey mapping” produces over 4 million results. A quick assessment of journey mapping “tools of the trade” presented across these many web hits would probably produce a diverse inventory of approaches to this popular method of better understanding the customer experience.
We spend a lot of time with client organizations that have invested both time and resources into mapping their customers’ journey and have seen the gamut of touchpoint maps and emotional curves. Some are based on data, some on opinion but the real question is a simple one: What impact did they have in helping the company create greater value for shareholders?
In this article, we provide a clear set of criteria for ensuring a measurable return on investment from CX journey mapping.