مقاله سال ۲۰۱۶

Customer journey mapping (CJM) is an increasingly popular strategic management tool praised by both academics and practitioners for its usefulness in understanding an organization’s customer experience. Although academic and managerial literature is replete with CJM articles and many service organizations employ the process, confusion still exists as to how best create a customer journey map. Indeed, the Marketing Science Institute (2014) identifies research that addresses the best ways to model the customer decision journey process as a major research priority for practitioners and academics alike.

This article clarifies the confusion surrounding CJM by putting forth a method that blends consumer feedback and research into the CJM process, using an actual retail mall as an example. We show how organizations can create and implement realistic customer journey maps. These maps are integral to understanding customer experience and to maximizing CJM as a strategic management tool for service innovation.