Tag Archives: customer journey mapping

Model, Measure, Validate and Optimize Your Way to Customer Journey Success

Model, Measure, Validate and Optimize Your Way to Customer Journey Success

The “customer journey.” Marketers, salespeople and business leaders like to throw this term around without much thought and without a holistic view of what it entails. Marketing departments own one part of the “journey,” while salespeople own another.

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Tame the MarTech Beast for Better Customer Journeys

Tame the MarTech Beast for Better Customer Journeys

A few months back, Gartner released its CMO Spend Survey 2017-2018  (registration required), which showed marketing budgets slipped from 12.1 percent in 2016 to 11.3 percent in 2017. The report also noted a 15 percent drop in the percentage of the CMO’s budget that is allocated toward marketing technology.

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Do Customer Journeys Get Marketers Where They Want to Go?

Do Customer Journeys Get Marketers Where They Want to Go?

Companies still talk the big talk when it comes to building out fully automated customer journeys, but then doubt creeps in: is it worth the effort? Do customer journeys deliver the ROI you want?  We frequently see journey campaigns outperforming ad-hoc marketing campaigns by a factor of four.

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How To Get Started With Customer Journey Mapping

How To Get Started With Customer Journey Mapping

Customer journey mapping sounds like it could be yet another technical exercise that your team could probably do without but according to these experts, it's quite the contrary. They are a necessary part of understanding and breaking down the barriers between your business and it's customers.

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Customer Journey Maps Work Great … Up to a Point

Customer Journey Maps Work Great ... Up to a Point

Digital transformation is quickly becoming the “Band-Aid” of modern times: It's a term so overused that its meaning is no longer clear. Worse, countless service providers unskilled in its nuance have co-opted the phrase “customer journey mapping,” further compounding the problem.

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Customer Journey Mapping Should Take a Page From GPS

Customer Journey Mapping Should Take a Page From GPS

“A journey,” said John Steinbeck, “is like marriage. The certain way to be wrong is to think you control it.” Steinbeck knew that lesson well. In "Travels with Charley," the author spent much of the travelogue lost. Similarly, many marketers often find their efforts to control the consumer journey counterproductive.

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4 Keys to a Successful Customer Experience Operating Model

4 Keys to a Successful Customer Experience Operating Model

SAN DIEGO — Gartner research director Jane-Anne Mennella took the stage here at the Gartner Digital Marketing Conference to spell out her formula for customer experience program success. Marketers are struggling, Mennella said.

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