Pini Yakuel says, “Marketers have a veritable arsenal of tools to help them understand and manage their customer relationships. One that has become de rigueur these days is the customer journey map, which is essentially a flowchart that lays out the customer’s experience of dealing with your company.

They can be very helpful, acting like visual aids for marketers who want to understand the customer experience and ensure they’re engaged every step along the way. But these flowcharts are inflexible, which makes them less capable of handling today’s consumers and their constantly evolving needs.

Their linear nature can be severely limiting, and too much dependence on them can even be downright harmful to customer engagement. B2C (business-to-consumer) services, in particular, tend to have complex relationships with customers that can involve multiple scenarios and contributing factors“.

You’re Managing Your Customer Journeys All Wrong


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