The customer journey map: A new playbook CIOs must master

CIOs driving digital business strategy must master customer experience. That means working with marketing on a critical initiative: the customer journey map.

The digital era has altered C-suite dynamics. Once unlikely collaborators, IT and marketing are partnering closely on new customer-facing technologies, an acknowledgment that both parties must work together to help their companies — and careers — thrive.

CIOs are also huddling with CMOs and other business line leaders on "customer journey maps,” critical documents that outline key customer touchpoints. Here’s what CIOs should know about customer journey maps and how to ensure you’re making effective use of them.

What is a customer journey map?

The customer journey map includes a chart that helps employees visualize the process by which companies attract customers and inspire loyalty. Journey mapping enables companies to identify touchpoints, find previously unknown problems and their root causes, quantify the value of improving customer experience (CX) through KPIs or other metrics, and measure improvements.

“Journey maps can also help organizations build empathy for customers by walking participants through how touchpoints influence customers’ attitudes and actions,” according to a guide to journey mapping Forrester Research published in August. This enforces customer-centric thinking and encourages good CX behaviors.

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