The traditional path to purchase used to be a linear progression from identification of the need, through consideration, information gathering, trial/review and decision-making to purchase. But this has changed in dramatic fashion. The modern customer journey is a complex matrix of cross and multichannel interactions that often cut companies completely out of the loop entirely at some important stages. As a result, throwing money and resources at the issue may yield some results, but organizations are going to need a much more sophisticated approach to truly gain a competitive advantage.
For this reason, the discipline of customer journey mapping is growing increasingly attractive to forward-thinking brands, keen to glean valuable consumer understanding that will help them support their customers’ goals and objectives. With this in mind, this ebook is designed to serve as an introduction to customer journey mapping, sharing insights from leading experts in the field so that you can learn more about the practice and how it can help your business. This includes practical tips on building the maps and how to best use them.