Enterprise Customer Journey Mapping: Research

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Enterprise Customer Journey Mapping: Research

Most companies don’t yet have customer journey maps, but more than half are creating them or planning to create them and use them in the future. This is the result of recent research by Ansira and Ascend2.

The report is based on data from a survey conducted among 123 marketers in August 2020 (49% work for companies with 50 to 500 employees and 51% for companies with more than 500 employees).

39% of respondents state that they have and are using defined customer journey maps, 29% state that they are currently creating or testing customer journey maps, 22% state that they will create maps in the future, and only 10 % say they have no plans to create maps.

Corporate marketers say the departments most involved in the customer journey mapping process are Marketing (60% say so), Customer Service (56%), and Sales (48%).

Respondents say customer feedback surveys (53%), market research (47%), and service / product usage analytics (46%) are the most effective methods of collecting data for the travel mapping process.

Business marketers say the biggest barriers to the success of their customer journey mapping strategies are lack of time / manpower / resources (41% cite this as an obstacle) and lack of quality data (37%).

About research: The report is based on data from a survey conducted among 123 marketers in August 2020 (49% work for companies with 50 to 500 employees and 51% for companies with more than 500 employees).

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