AICEX: Ricordiamo che dopo il Customer Journey Mapping dovrebbero seguire gli action Plan e una nuova mappatura a valle degliAction Plan 🙂
Defining the journeys that matter and deciding where to begin the transformation requires both top-down, judgment-driven evaluations and bottom-up, data-driven analysis; pursuing both of these efforts in parallel is the best approach.
A journey mapping session, drawing on existing research, may be sufficient to identify the most significant journeys and the pain points within them. That research is typically fragmented and often includes data on the customer volume in a given journey, reasons for call center complaints, and obvious gaps in performance.
- Examples would be discrepancies between promises made in marketing materials and services actually delivered, or inability to connect customer touch points across various channels.