ABSTRACT
Customers are ultimately the ones who will influence, through their purchases, whether an organization succeeds or fails. Providing enlightening value to customers requires processes that are continuously improved to sustain a unique point of difference. The logical way to build procedures and run improvements is to base them upon the journey a customer would like to experience rather than organizational preferences and opinions. The chapter depicts a customer’s buying journey and the multiple touchpoints that customers receive from an organization along the way. It is a simple yet effective model that considers the whole journey from a customer’s perspective. The customer journey mapping system shifts an organization’s thinking to a place of improving from the customer’s perspective.
