A consumer purchase map details the decision paths and key interactions customers encounter with a firm or brand as they move throughout the purchase process. This article details a seven-step process that channel members can use to better plan and implement customer journey mapping: (1) developing an organization unit to manage the consumer purchase journey mapping process; (2) mapping touch and interaction points; (3) identifying the characteristics of effective journeys; (4) using maps to identify and reach specific target markets; (5) measuring the strengths and weaknesses of the customer experience through consumer purchase journey mapping; (6) quantifying the benefits and costs of journey mapping and (7) avoiding pitfalls in planning and implementing purchase journey mapping.
Producing reliable sales forecasts for new products is notoriously difficult. Traditional surveys have been popular for decades but they are relatively...
Software vendors have pioneered the deployment of professionals charged with enhancing the success of that vendor’s customers.