Summary
Our research indicates that more than 80% of B2B buying decisions are based on customer experience (CX), and B2B organizations continue to look for ways to establish stronger, more lasting relationships with customers. CX leaders have many tools available for understanding customer interactions, including surveys, in-person interviews, focus groups, and observation. As organizations seek to better understand their customers’ journeys, customer journey mapping has become a core competency for best-in-class customer experience teams. In this case study, we describe how Nuance Healthcare used customer journey mapping to build organizationwide interest in customer-focused initiatives.
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