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There are a number of ways to map the customer journey depending on the how your business is structured. This can be based on resources, marketing/sales/customer service channels etc.
However the problem with most customer service maps is that they are from the company point of view - this is great from a resource management perspective but not from a communication or marketing standpoint.
Research by Salesforce put this into context - 57% of the buying decision is already made by the time that a company or companies is approached. This means that the majority of the buying process comes in the awareness section of the customer journey which is the least well evidenced.
As a result resources could be diverted away from key elements of the marketing process such as PR or advertising to the detriment of the company.
Your job map can then be integrated into a more traditional customer journey to provide a more complete view of the process rather than a more skewed version that focuses on the immediate sales funnel.
Understand your market
to maximise opportunity.
Can you afford not to know
what your customer is thinking?
Strengthen your brand
by using market research.