The Customer Journey
In two earlier blogs we have discussed one of the trending topics in the CRM field, Customer Experience Management (CEM). As stated, CEM intentionally tries to direct the experiences of a customer or prospect across all touch points with your company.
As a first attempt to present some hands-on tools to execute CEM within your company, we have discussed the customer touchpoint analysis and the Net Promotor Score (NPS) in the previous CEM blog. A relevant subsequent step is to visualize all the touchpoints and their scores in a customer journey. It is the virtual journey that our customer will make through our company using all related touchpoints when buying our product or service offering. Again the customer journey could be defined on company level, providing a complete overview of all touchpoints per phase, or on a lower and so more detailed level, providing a journey per customer facing process or persona.