In Temkin Group’s previous report on B2B CX best practices, we provide examples of companies using a customer journey map (CJM), which is a critical CX tool. We included this graphic which is valuable for any company, B2B or B2C, that is thinking about using CJMs.
Let’s circle back with the basics, what is a CJM? It’s a representation of the steps and emotional states that a customer goes through during a period of time that may include some interactions with your organization. CJMs are valuable because they help identify how a customer views an organization by putting the interactions with a company in the context of the customer’s broader activities, goals and objectives. The output often includes an easy to understand graphic such as this example I’ve used from Lego for many years:
Here’s an example of a CJM we created to showcase the power of CJMs. Note how…
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Chief Operating Officer, Chief Technology Officer, and Co-Founder of Modern Climate. I helped start the consumer-centric advertising agency in 1998. As COO, I'm responsible for many areas including internal technology solutions, financials, human capital, legal, and supplier relationships. As CTO and an experienced technologist, I create systems and software architectures to ensure effective and innovative marketing solutions. I enjoy being continuously involved in research and development efforts ranging from how to apply advances in neuroscience and psychology to emerging technology platforms and development methodologies. Prior to Modern Climate, I was Director of Interactive Media at John Ryan, a global marketing firm, where I developed satellite-connected, interactive kiosk systems. I'm a member of the International Association of Software Architects and a Certified Scrum Master from the Scrum Alliance. I hold a bachelors degree in graphic design with a computer science minor from Bemidji State University and completed marketing and IT programs from the University of Saint Thomas.
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