Customer Journey Mapping: Key Issues and Best Practices

Customer journey mapping is proliferating as a way to take a customer-centric approach to omnichannel experience engineering.  

April 6, 2022 –In today’s high-touch environment, omnichannel expectations have become harder than ever for financial institutions to manage, orchestrate, and personalize. Each brand touch point poses a risk and an opportunity: the risk of a subpar or absent experience impacting brand loyalty and the opportunity to engage with consumers, deepen relationships, and build trust. Journey maps provide the guide and compass for engineering omnichannel experiences by identifying, visualizing, and describing each brand touch point.

This Impact Report examines the reasons for journey mapping, the challenges to achieving success, and leading practices to developing journey maps. This report also provides a breakdown of the common components of an effective journey map. This report is based on information collected about customer journey mapping through interviews with financial services CIOs, CTOs, marketing, CX, and other technology leads.

This 16-page Impact Report contains one figure. Clients of Aite-Novarica Group’s Retail Banking & Payments or Customer Experience services can download this report and the corresponding charts

This report mentions Act-On, Adobe Analytics, Oracle CX, Salesforce Pardot, SharpSpring, Smaply, SuiteCX, and UXPressia.

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