Customer journey mapping is a new method that is quickly gaining traction in the marketing industry. Journey mapping provides the means for businesses to understand customer behavior.
This method is popular because many marketing experts struggle to link specific revenue/conversion benefits that they expect to get from other marketing investments.
Marketing experts are facing increasing pressure to show the benefits of what they are doing. Businesses want to see how their marketing efforts are affecting the bottom line. Online advertising, for example, gives you a lot of data including new leads, click-throughs, etc. But, traditional market research can’t do that.
Customer journey mapping falls closer to user experience than market research because there are measures you can look at that will give you more hard-fact-based evidence.
Our experience is there are three things that journey mapping uncovers and translates into hard benefits:
One company we worked with found that happy customers spent 55% more money than unhappy customers. They redesigned the end-to-end experience for their clients to capture more of the happy people share of wallet. Customers will spend a certain amount of money. The question is where they will spend their money. Understanding the big picture and broadening your focus to embrace the whole shopping experience will encourage consumers to spend their money with you.
Customer journey mapping, when done with the right level of analytic rigor and quantification, steps beyond market/shopper research and becomes a practical tool for driving business results. Let us help you take your customer journey mapping to the next level so you can identify tangible, results-based moves that will help improve the growth of your business.
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