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How to create a realistic customer journey map

Author

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  • Rosenbaum, Mark S.
  • Otalora, Mauricio Losada
  • Ramírez, Germán Contreras

Abstract

Although many articles discuss customer journey mapping (CJM), both academics and practitioners still question the best ways to model the consumer decision journey. We contend that most customer journey maps are critically flawed. They assume all customers of a particular organization experience the same organizational touchpoints and view these touchpoints as equally important. Furthermore, management lacks an understanding of how to use CJM as a cross-functional, strategic tool that promotes service innovation. This article proposes a solution to the unwieldy complexity of CJM by linking customer research to the CJM process and by showing managers how to develop a customer journey map that improves a customer's experience at each touchpoint. Using the case of an actual retail mall, we show that common CJM assumptions about the equal importance of all touchpoints are fundamentally wrong, and how easy it is for retail managers and strategic planners to make incorrect judgements about customer experience. This article demonstrates through a case study how customer research helped a mall's strategic management team understand which touchpoints were more or less critical to customer experience. It also shows key strategic initiatives at each touchpoint, resulting in cross-functional input aimed to advance service innovation at the mall.

Suggested Citation

  • Rosenbaum, Mark S. & Otalora, Mauricio Losada & Ramírez, Germán Contreras, 2017. "How to create a realistic customer journey map," Business Horizons, Elsevier, vol. 60(1), pages 143-150.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:1:p:143-150
    DOI: 10.1016/j.bushor.2016.09.010
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    Cited by:

    1. Heinonen, Kristina & Strandvik, Tore, 2018. "Reflections on customers’ primary role in markets," European Management Journal, Elsevier, vol. 36(1), pages 1-11.
    2. Maas, Vera K. & Dibbets, Frederik H. & Peters, Vincent J. T. & Meijboom, Bert R. & Bijnen, Daniëlle van, 2023. "The never-ending patient journey of chronically ill patients : A qualitative case study on touchpoints in relation to patient-centered care," Other publications TiSEM a4e250c8-39de-4a70-8dd0-a, Tilburg University, School of Economics and Management.
    3. Blanca Hernández-Ortega & José L. Franco, 2019. "Developing a new conceptual framework for experience and value creation," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 225-248, June.
    4. Michael Arias & Eric Rojas & Santiago Aguirre & Felipe Cornejo & Jorge Munoz-Gama & Marcos Sepúlveda & Daniel Capurro, 2020. "Mapping the Patient’s Journey in Healthcare through Process Mining," IJERPH, MDPI, vol. 17(18), pages 1-16, September.
    5. Indrė Baubonytė & Justas Nugaras & Živilė Sederevičiūtė-Pačiauskienė, 2022. "Improvement in Customer Experience Through the Creation of Virtual Brand Communities," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 93-108.
    6. Barann, Benjamin & Hermann, Andreas & Heuchert, Markus & Becker, Jörg, 2022. "Can't touch this? Conceptualizing the customer touchpoint in the context of omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Eroglu, Sevgin A. & Machleit, Karen A. & Neybert, Emma G., 2022. "Crowding in the time of COVID: Effects on rapport and shopping satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Belém Barbosa & José Ramón Saura & Dag Bennett, 2024. "How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses," The Journal of Technology Transfer, Springer, vol. 49(1), pages 69-103, February.
    9. Linda D. Hollebeek & V. Kumar & Rajendra K. Srivastava & Moira K. Clark, 2023. "Moving the stakeholder journey forward," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 23-49, January.
    10. Paul M. Torrens, 2023. "Agent models of customer journeys on retail high streets," Journal of Economic Interaction and Coordination, Springer;Society for Economic Science with Heterogeneous Interacting Agents, vol. 18(1), pages 87-128, January.
    11. Strandvik, Tore & Holmlund, Maria & Lähteenmäki, Ilkka, 2018. "“One of these days, things are going to change!” How do you make sense of market disruption?," Business Horizons, Elsevier, vol. 61(3), pages 477-486.
    12. Robert Zimmermann & Andreas Auinger, 2023. "Developing a conversion rate optimization framework for digital retailers—case study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 233-243, June.
    13. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
    14. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Rainer Alt & Jan Fabian Ehmke & Reinhold Haux & Tino Henke & Dirk Christian Mattfeld & Andreas Oberweis & Barbara Paech & Alfred Winter, 2019. "Towards customer-induced service orchestration - requirements for the next step of customer orientation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(1), pages 79-91, March.
    16. María de los Ángeles Ferrer-Mavárez & Erwin Robert Aguirre-Villalobos & Janeth Beatriz Valecillos-Pereira, 2023. "Applicability of the User Experience Methodology: Communication and Employment Web Portal for Older Adults," Media and Communication, Cogitatio Press, vol. 11(3), pages 63-76.
    17. Hope Jensen Schau & Melissa Archpru Akaka, 2021. "From customer journeys to consumption journeys: a consumer culture approach to investigating value creation in practice-embedded consumption," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 9-22, June.
    18. Rebecca Hamilton & Linda L. Price, 2019. "Consumer journeys: developing consumer-based strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 187-191, March.
    19. Reitsamer, Bernd F. & Becker, Larissa, 2024. "Customer journey partitioning: A customer-centric conceptualization beyond stages and touchpoints," Journal of Business Research, Elsevier, vol. 181(C).
    20. Cátia Mendes Jesus & Helena Maria Batista Alves, 2019. "Consumer experience and the valued elements in the three phases of purchase of a cultural event," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 173-194, December.
    21. Yueqin Wu & Hao Zhang & Miao Zhang, 2023. "Research on Design Strategy of Mask Recycling Service Based on Behavior Environment," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    22. Struwe, Sascha & Slepniov, Dmitrij, 2021. "Conflict by design and why institutions matter in service design: A case of a German Creative Agency in China," Journal of Business Research, Elsevier, vol. 130(C), pages 124-136.
    23. Zheng, Lu & Li, Yongfa, 2024. "Customer journey design in omnichannel retailing: Examining the effect of autonomy-competence-relatedness in brand relationship building," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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