CJM is primarily discussed within the business context as this is its origins - instead of an academic one. Consequently, any document navigating the topic invites the detritus of disapproval, disagreement, and censure from either of these opposing camps.
The primary audience for this document is the research team assigned to investigate the opportunities and assess the costs of making infrastructure changes that can enhance Voice of Customer (VoC) operations or Customer Experience (CX) programs within a business. The team will pinpoint customers’ routes and interactions with the business to complete their transactions. They will gather data across the touchpoints for [ideally] every business function with which the customer comes in contact. The data is rich textual data from the service consumer describing their experience. The customer shares this before, during or after their custom as they accomplish their goals with each interaction. The exercise that describes these end-to-end processes is the titular Customer Journey Mapping (CJM).
CJM is primarily discussed within the business context as this is its origins - instead of an academic one. Consequently, any document navigating the topic invites the detritus of disapproval, disagreement, and censure from either of these opposing camps.
The primary audience for this document is the research team assigned to investigate the opportunities and assess the costs of making infrastructure changes that can enhance Voice of Customer (VoC) operations or Customer Experience (CX) programs within a business. The team will pinpoint customers’ routes and interactions with the business to complete their transactions. They will gather data across the touchpoints for [ideally] every business function with which the customer comes in contact. The data is rich textual data from the service consumer describing their experience. The customer shares this before, during or after their custom as they accomplish their goals with each interaction. The exercise that describes these end-to-end processes is the titular Customer Journey Mapping (CJM).
The business strategically finds ways to minimise friction and boost conversions. Conversions here are sales, throughput, donations uptick at tills, or even happy staff. In summary, any demonstrable goal for that touchpoint. This data helps businesses to generate reports on the conversion cost, viability or quality and build the brand regarding customer retention, loyalty and spend. Consequently, this study aims to benefit business research practices.