Quadient, formerly GMC Software, announced the results of a global study it commissioned from MyCustomer, “Customer Journey Mapping Research Report 2018.” The study examines maturity and best practices in the process of delivering an exceptional customer experience. Customer journey mapping (CJM) enables organizations to better understand and visualize customer interactions across different profiles, providing insights into how to streamline the customer experience throughout the customer journey.
The study surveyed customer experience professionals across North America, EMEA and Asia-Pacific and focuses on four key areas of CJM: the development of the practice, who owns customer journey mapping in an organization, business tools that are necessary to complement customer journey mapping, and how an organization perceives its own success with customer journey mapping.
Key insights from the report include:
• An increase in customer satisfaction was the most common benefit cited by 71% of respondents, followed by an increase in Net Promoter Score (53%), a drop in customer complaints (48%) and reduced customer churn (40%)
• The majority (85%) of respondents using customer journey mapping reported positive to extremely positive results
• 32% of the organizations surveyed have been using CJM for a year or less
• 18% of CJM exercises have several contributors within an organization
Two-thirds of respondents were currently using CJM. Interestingly, this proportion was consistent regardless of company size, refuting the notion that CJM is more prevalent in larger organizations. Almost all of the respondents that were not using CJM were not satisfied with the current customer insights available to their business. Lack of understanding and awareness of CJM was found to be the most common barrier to adopting CJM. Other common obstacles include lack of appropriate technology, tools and the appropriate skills.
In spite of CJM being a relatively new discipline in most organizations, respondents reported almost universal success with CJM, with those who have been conducting a CJM strategy the longest reporting the greatest success.
“The results of this research confirm customer journey mapping is an increasingly valuable process as organizations shift to a more customer-centric business model,” said Scott Draeger, vice president of product marketing, Quadient. “Businesses now have to differentiate themselves by creating a superior customer experience across every touchpoint.”