• Customer Journey Mapping: An Art or a Science? Part 2

    9 days ago - By Business 2 Community

    Customer Journey Mapping - which way now?
    There are a number of different ways in which journey mapping can be done. There are four main approaches, namely the research route, the diagnostic route, the behavioural route and finally a combination of the three.
    The research route - Voice of the Customer
    The research approach utilises market research techniques to ensure that the as-is journey that is being plotted provides an accurate reflection of the customer's experience by directly utilising their feedback. A combination of qualitative and quantitative research, which is sometimes...
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