By Matt Lombardi, global head of customer experience strategy at ServiceNow and Anne Bakstad, director of customer experience design at ServiceNow
Customer journey mapping is an essential tool for understanding and improving your customers’ overall experience with your company. A journey map is a visual representation of how customers interact with your products, services, people, tools, and content. It exposes the critical gaps between what customers are expecting and what your company is delivering to them so that you can prioritize improvements and intentionally design better experiences.
And it can be good for business: Research conducted by the Aberdeen Group found that companies with formal journey mapping programs have significantly higher year-over-year growth than companies that don’t, including a 54% greater return on marketing investment, a tenfold improvement in the cost of customer service, and 56% more cross and up-sell revenue.
Ready to give it a try? We’ve designed a six-step process for building and scaling a successful and sustainable customer journey mapping program, drawing on almost three decades of combined experience working on companies’ customer journey mapping practices and launching these programs as internal CX leaders.