Customer Journey mapping is a popular and effective tool that many companies are using to understand their customer’s experiences, pain points and touchpoint satisfaction. Most companies love the fact that they can:
Most companies that use customer research in developing their maps use qualitative research techniques to capture customer sentiment – focus groups, interviews, mobile ethnographic research, etc. We totally support this and use these to generate critical insights and deep customer understanding.
However we were surprised to learn that over 90% of journey maps have NO quantitative information in them. The impact of this is significant – and we think one of the 2 leading reasons why CX isn’t respected in the C-Suite.
The C-Suite is “wired for numbers” – and numbers are the language they use to make strategic and operation decisions and set priorities. “What gets measured gets managed” and if there are no numbers, it is just a nice story.
Quantitative data can come from:
With quantitative data, the C-Suite and other senior leaders can:
Without quantitative information customer journey maps looks “soft and fluffy” – not the hard-hitting business imperatives that C-Suites respond to. We find that proactive customer journey management delivers real results:
Call 1-800-549-7170 or send an email to nitin@goldresearchinc.com for a free consultation on this topic.
Gold Research is an award-winning Customer Journey Management firm with extensive experiences in B2C and B2B journey mapping, path-to-purchase research with a special focus in deploying “real-time” and behavioral/neuroscience research formats to gather in-the-moment customer insights.
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