Mapping the customer journey.

An increasingly common approach to understanding the customer experience is through journey mapping – a view of the mental and physical steps a person takes to becoming a customer. This can identify touch points that might affect how someone engages with a business. Here's how to do it:

Source: String Theory. 2015 Map the internal view of how you interact with your customer. Map the customer context. Describe all touch points and relationships to understand the different forces you are dealing with. Map your main customer types by category in the form of...