At a round-table meeting with a small group of B2B marketing professionals, we explored the four main challenges of customer journeys in more detail. In part 1 we looked at gaining buy-in for a customer journey project. Today we look at a different question: How do I map the customer journey? What kind of research can I best conduct?
Make sure you define a clear goal for your customer journey research. Before you start, define the target group and scope of your customer journey (product, service, or company). This will help you decide which questions you want to ask and what to focus on. During the round-table meeting, we came up with a number of do’s and don’ts for a customer journey study.
A final piece of advice? Make sure you interview the right customers. Not only the customers who are fans, but especially the unsatisfied and the ‘silent’ customers. Often the non-engaged customers can provide valuable insights.
Also read our other customer journey blogs:
Share this article
Subscribe to keep up with our latest B2B Marketing updates and exclusive events. Straight to your inbox, once a month.