The customer journey is a story in their own words about how they interact with and experience your brand.
Mapping a journey helps you understand consumer decision-making. Through primary and secondary research, the process reveals the types of information, sources, emotions and other factors that can influence them and their choices.
The experts agree “journey mappings are deep, embedded consumer insights.” Developing multilayered insights into your consumers will create the opportunity to change practices in a way that reflects the reality of consumer decision making and increases the possibility of earning their loyalty.
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