Customer Journey mapping is a popular tool and approach that many companies are using to understand their customer’s experiences, pain points and touchpoint satisfaction.  Our experience is that this approach is a great first start for developing customer insights – cross-functional teams generating customer activities, VoC data layered in as well as intricate experience design diagrams and occasional focus groups. But Journey Mapping alone falls short of driving improvements in the Customer experience and business results – the ultimate outcome of customer experience improvement.  Customer Journey Management is the missing component to driving business results.

3 key reasons to invest in Customer Journey management:

1. Measurement before Management. Few companies integrate customer research and insights into their journey maps, and even fewer establish the customer journey baseline of key metrics and indicators that should be monitored and used to focus improvement efforts.  Leaders are measuring their customer’s satisfaction, emotions, sentiment and effort at every key touchpoint along the journey. 
2. Analyzing & refining improvement efforts. With customer journey metrics and baseline data, the impact of improvements can be measured, monitored and analyzed to determine what worked, what didn’t and how to improve the journey more effectively.  Leaders are performing root cause analysis, leakage analytics, impact modeling and ROI projections.
3. Communicating progress to stakeholders. Without data-supported customer experience communications about what is being improved, the impact and the required next steps, “organizational gossip” will fill the void and put CX leaders playing catch-up.

Leading companies are making investments in proactively managing their customer journeys and delivering real results:

• Revenue growth of 30% – 50%
• Retention improvements of 30 points
• NPS increases of 30-50 points

Call 1-800-549-7170 or send an email to nitin@goldresearchinc.com for a free consultation on this topic.

Gold Research is an award-winning Customer Journey Management firm with extensive experiences in B2C and B2B journey mapping, path-to-purchase research with a special focus in deploying “real-time” and behavioral/neuroscience research formats to gather in-the-moment customer insights.