Demystifying & simplifying customer journey mapping

The pandemic has caused, potentially permanent, changes to customer behaviour – mainly a shift from in-person to digital channels (McKinsey 2020). And in response, many organisations are ‘digitally transforming’ and quickly developing new digital products and services. Many will have posted updates to their content to reflect the current Covid-19 situation.

From a marketing perspective, we need to ensure these changes do not negatively impact our customer’s experience. For example, we may need to update product pages on a website to ensure that customers aren’t left feeling frustrated when clicking from the home page to product pages only to discover the products are not “currently available to staff limitations”.

Despite being a popular tool when it comes to improving the digital customer experience, many businesses and organisations do not ‘do’ customer journey mapping. A lack of understanding of the value, as well as being time short are often cited as reasons why customer journey mapping is not used.

This session offers the customer journey map as a tool to help you gain clarity about your customers’ journey and to manage the experience of digital customers during these uncertain times. We’ll present the case for customer journey mapping, illustrate and outline the steps and provide some top tips on how to get started.

Speaker:- Marian Norwood
Marian is a Marketing and Digital Marketing Consultant who leads the consultancy, qualifications and training activities at the NW School of Marketing. An award-winning academic and marketer, Marian heads up the delivery of all CIM qualifications.

Prior to establishing NW School of Marketing, Marian lectured in marketing at Ulster University. During that time, she headed up strategic marketing consultancy projects for public sector organisations and eCommerce knowledge transfer programmes with private B2B sector organisations. Additional experiences include retail and marketing management roles as well as several voluntary roles on Boards of Trustees.