Working on a customer journey map is a way to clarify all touchpoints in different stages of the customer's lifecycle.
A customer journey map can describe events across the entire customer lifecycle, just a part of the lifecycle, or the use of a specific service/product. One of the purposes of working with customer journey maps is to create a shared internal understanding of the customer's reality to facilitate the work of delivering a holistic experience that involves multiple parts of an organization. The map then serves as a common compass for the activities the organization needs to undertake together in a customer-centric change effort.
Clarify ownership for all touchpoints in the customer journey.
A customer journey describes the experience as a customer navigates between different touchpoints and
interacts with an organization. It includes events before, during, and after a purchase, contact with salespeople, customer service, technicians, billing, etc. Changes in a customer's emotions and attitudes throughout the journey can teach us where efforts are needed and what change initiatives should be prioritized. A key to successful customer-centric change is getting to know the customers and letting their experiences guide the process, rather than starting from how the internal processes are structured today.
The customer doesn't care about your internal organization.
Mapping a B2B customer journey is often more complex than B2C. A B2B customer journey is generally longer than a B2C journey. It's not uncommon to have long lead times in purchase decisions with many more stakeholders involved, and implementation can take months, etc. A well-executed mapping of B2B customer journeys makes it easier to understand the obstacles that prevent the customer from gaining real value from your service and how you can deliver a seamless customer experience across different departments in the organization.
Creating personas for your customers, identifying customer touchpoints, and understanding what happens between the stages of the customer lifecycle make it possible to lead a customer-centric change effort that ultimately enhances the overall customer experience.
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