It starts with marketing interactions and ends when the customer ceases to be a customer. The Customer Journey Map covers all interactions between the customer and company: software and non-software related. In contrast the Buyer Journey Map only covers the pre-purchase part of the customer Journey and is summarised by: awareness, consideration, conversion. The Customer Journey Map covers all interactions between the customer and company. In contrast the User Journey Map only relates to the subset of interactions that occur between the User and the company’s software systems or digital platforms. The Customer Journey covers all interactions between the customer and company. Source Example User Flow Diagram Comparing the Types of Journey Customer Journey Vs User Journey The Rail Europe Experience Map below is relatively well known and you can see that it covers the entire journey (no pun intended) from research to post travel. People with experience in the quality industry (TQM, 6Sigma, Lean) will often think of these maps in a “service blueprinting” or “service deign” context.
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