Journey Mapping in Marketing: How to Drive a Better CX

A recipe for a great customer experience

Сustomer journey channels

Case example: SuperOffice

Mapping the customer journey

  • Overall objectives of the process
  • Target groups and characteristics
  • Customer journey overview and phases
  • Mapping the local customer journey touchpoints as they are today
  • Gap analysis and prioritization

Key takeaways: journey mapping in marketing

  • The world is not your oyster, so it’s crucial to know your target audience;
  • Think outside-in, rather than outside-out;
  • Choose the channels that make the most impact and use your resources on those channels;
  • Always keep improving.

Business benefits of the customer journey

Q&A session

How were the personas built for the project?

How did you engage teams from different departments?

If you have to do journey mapping from scratch, where would you start?

Did you have actual customers involved in this process or was it carried with internal staff?

What would you do differently if you wanted to do it again?

How often do you revisit a journey map to keep it a living, breathing document?

What would you change if you were working with a different type of company, for example, a startup building a mobile app like Uber?

If you have multiple personas, would you build two separate maps?

Journey mapping in marketing: video

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UXPressia is a user experience platform that allows you to create, export, and share customer journey maps, personas, and impact maps online.

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UXPressia

UXPressia

UXPressia is a user experience platform that allows you to create, export, and share customer journey maps, personas, and impact maps online.

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