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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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The Journey Mapping Playbook - A Practical Guide to Preparing, Facilitating and Unlocking the Value of Customer Journey Mapping (Paperback)
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The Journey Mapping Playbook - A Practical Guide to Preparing, Facilitating and Unlocking the Value of Customer Journey Mapping (Paperback)
Series: De Gruyter Business Playbooks
Expected to ship within 10 - 15 working days
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The Journey Mapping Playbook: A practical guide to preparing,
facilitating and unlocking the value of customer journey mapping A
valuable guide in helping you build stronger customer experience
programmes by developing effective customer experience strategies.
Customer journey mapping is a vital tool used by Customer
Experience professionals around the world. The journey map is
crucial in understanding and managing the customer's perception of
your service or brand at critical touchpoints and prioritising how
to improve that experience. Journey mapping also shows where great
experiences currently exist within the company and how they should
be celebrated or protected. The danger in not journey mapping or
getting it wrong is having no meaningful purpose and no consensus
around what actions to take or why. At best, you risk wasting time,
and effort or, at worst, handing your advantage over to your
competitor. What should a customer journey map envisage? How should
you use it? And how do you plan, facilitate then demonstrate the
value of journey mapping by providing a compelling argument within
the organisation to make changes? The Journey Mapping Playbook is
an accessible how-to-do-it toolkit aimed at customer experience
(CX) and marketing professionals who wish to improve their customer
and employee experience. Jerry Angrave, a Customer and Passenger
Experience Director who works across many sectors, including
aviation and travel, financial services, professional services, and
manufacturing, provides insight and practical guidance on planning,
facilitating, and delivering a strategic journey mapping workshop.
In this playbook, you will learn how to: Define journey mapping;
Understand why a journey map is commercially important; Prioritise
which journeys to focus on and how; Decide whom to invite and which
tools to prepare; Plan for an effective session; Make every stage
of the journey relevant and purposeful; What to do at the output of
the workshop to ensure you get the most out of them; Build an
ongoing programme; Nurture better and more profitable customer
experiences. This book is for you if: You are a customer experience
or marketing professional; You are in the early stages of building
a rewarding career in customer experience; The Journey Mapping
Playbook is a practical guide, presented in striking colour, with
downloadable worksheets and frameworks to help you prepare, plan
and run your workshop.
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