Summary
Even some well-established customer experience (CX) measurement programs aren’t able to measure the health of end-to-end experiences that cross touchpoints as customers pursue a goal. Customer journey maps help companies see those end-to-end experiences from the customers’ perspective. In turn, this enables CX professionals to identify what they should measure, when, and with which metrics. This report describes a four-step process that shows CX pros how they can use customer journey mapping to improve their measurement programs.
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