Developing strategy is tough stuff. Because it is so difficult to do, many strategy documents turn out to be a “check the box – we got one” set of slogans that don’t really inform decisions and are difficult to implement. Consequently, the pithy strategy statement is not translated into real work, which is essential to improve the performance of the business. So how do we solve this dilemma?
Customer journey mapping is a concept that builds on touchpoints, and organizes the customer journey through these touchpoints in a three-part approach: preservice, service, and postservice.
This research begins with the idea that the benefit a buyer receives from a service is a multi-faceted concept made up of functional, emotional and social benefits. The results show that all three are important to a business buyer’s overall satisfaction.