{"id":1461,"date":"2020-02-27T14:04:38","date_gmt":"2020-02-27T14:04:38","guid":{"rendered":"https:\/\/www.ndmc.uk.com\/?p=1461"},"modified":"2020-02-27T14:04:38","modified_gmt":"2020-02-27T14:04:38","slug":"what-is-a-customer-journey","status":"publish","type":"post","link":"https:\/\/ustechsolutions.com\/what-is-a-customer-journey\/","title":{"rendered":"What is a Customer Journey?"},"content":{"rendered":"\n

About<\/h3>\n\n\n\n

A customer journey<\/a> is the mystical (and often theoretical) journey a customer takes to purchase a product.  It typically starts from an event in their life that causes them to consciously recognize an undesirable problem that needs resolving or a job to be done.  Before a customer journey can be plotted, it\u2019s necessary to determine \u2018what makes a customer.\u2019  Often, customer buying personas are used to profile target characteristics in the buying audience.<\/p>\n\n\n\n

The disruptive innovation theory<\/a> and Jobs-To-Be-Done<\/a> (J-T-B-D) methods developed by Clayton Christensen in Harvard Business School are very often used to determine what jobs customers are trying to achieve, and how they frame their buying requirements.<\/p>\n\n\n\n

Conversational marketing theory<\/a> has been developed by Newton Day to help organizations to create profitable and empathetic engagement approaches with their customer segments.  At its heart is recognition of the importance of mapping customer journeys in the form of conversational paths<\/a>.<\/p>\n\n\n\n

Customer journey mapping<\/h3>\n\n\n\n

Customer Journey<\/a> mapping is an exercise \u2013 often supported by a technology tool \u2013 to visualize how customers experience your product or service, and how they feel along the way.  At NDMC, we created Conversational Marketing theory and conversational path mapping methods to help organizations to quickly establish the key stages in their customer journey.   Customer journey maps are much like personas. The difference being is that they focus more on tasks and questions.<\/p>\n\n\n\n

Conversational paths<\/h3>\n\n\n\n

A\u00a0conversational path<\/a>\u00a0is the mythical journey customers take from their original discovery of an \u2018undesirable\u2019 situation to purchasing a solution from your company.\u00a0 It charts the meaningful content articles and events that facilitate a two-way conversation\u2013because any such conversation has to reward both parties.\u00a0 Conversational paths take inbound \u2018customer journeys\u2019 a step further.<\/p><\/blockquote>\n\n\n\n

Customer Experience Explained <\/h3>\n\n\n\n

Customer experience is a term commonly used to describe the relationship a customer has with a business. It refers to the total of all experiences the customer has with the business, based on all interactions and thoughts about the business. Equally important, it is an all-encompassing term. It includes communications touch-points, communications, emotional experience, behavior, data management, customer data platforms and technology ecosystems, and business model design implications.<\/p>\n\n\n\n

Not only is it important to business strategy but also as a change agent to process improvement. It comes down to the ability of organizations to maximize customer value and minimize operating costs by understanding what drives customer behaviors and decisions.<\/p>\n\n\n\n

In light of recent technology innovations like cloud computing and big data, it\u2019s now possible to develop systems and methods to fully appreciate what matters to customers by harvesting data from back-office systems. In like manner, it\u2019s also possible to determine how customers want to interact. This helps organizations to forge effective marketing programs based on facts underpinned by data.<\/p>\n\n\n\n

Together with digital transformation initiatives, customer experience management is a game changing topic that organizations choose to ignore at their peril.<\/p>\n\n\n\n

About NDMC<\/h3>\n\n\n\n

NDMC Consulting is an expert consultancy business specializing in customer experience strategy, management and customer data platforms. We\u2019ve been delivering best-in-class customer experiences since 2003.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Further reading<\/h3>\n\n\n\n

Blog article<\/a> describing customer journey mapping<\/p>\n","protected":false},"excerpt":{"rendered":"

A customer journey is the mystical (and often theoretical) journey a customer takes to purchase a product. 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