Best Practice Report

B2B2C Journey Mapping: Mapping The Intermediary Experience

Mapping Journeys For The Middle “B” In B2B2C Relationships

August 10th, 2021
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
Sam Karpinski, null
Sam Karpinski
With contributors:
Harley Manning , Shayna Neuburg

Summary

CX leaders can successfully map B2B2C intermediary journeys by adapting Forrester’s seven steps of highly effective journey mapping to account for the added complexity of intermediary relationships. To map intermediary journeys, brands must treat intermediaries as customers while also accounting for the complexity of the larger ecosystem. This means brands must get intermediaries a seat at the table before mapping, account for the whole ecosystem while mapping, and demonstrate value via shared wins after mapping. CX leaders can use this report to guide their efforts when mapping intermediary journeys.

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