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Customer journey mapping research report 2018


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Do organisations know what it’s like to step into their customers’ shoes?

We surveyed 248 organisations across the globe to find out.

Follow the link to the full report for more insights and to benchmark how your own journey mapping practices compares with global trends:

Published in: Marketing
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Customer journey mapping research report 2018

  1. 1. Who’s winning at customer journey mapping?
  2. 2. MyCustomer interviewed 248 customer experience professionals from across the globe to discover their approach to customer journey mapping. Here’s what we found…
  3. 3. 67% of businesses undertake some form of customer journey mapping.
  4. 4. Of those that do customer journey mapping, 85% said it was delivering a positive impact. Of those that don’t, 60% said they were not satisfied with the insight they had about their customers.
  5. 5. Customer satisfaction is the leading benefit of journey mapping. 71% of respondents said the process had led to an increase in satisfaction levels.
  6. 6. Led by customer experience professionals… 35% of respondents said customer journey mapping was led by a head of customer experience (or an equivalent role). 10% said CMO, 8% said CEO.
  7. 7. …But better when delivered by multiple stakeholders. 18% said the process was led by multiple stakeholders. In those cases, 46% described the process as ‘extremely positive’.
  8. 8. Its still a new discipline 32% of businesses have been conducting journey mapping exercises less than a year. Only 18% have been doing it longer than five years.
  9. 9. 29% of businesses perform customer journey mapping exercises on an annual basis. 26% do it monthly, 23% every 6 months.
  10. 10. 54% of customer journey mappers use some form of customer feedback tool to assist them with the process.
  11. 11. 34% of those not currently undertaking customer journey mapping say they have budget in place to invest in the discipline within the next 12-18 months.
  12. 12. Download the full research report here. In association with