There’s a time and place for mapping the stages; it’s appropriate for your marketing and sales teams, as they work together to understand the buyer funnel and customer lifecycle stages, to help them understand and identify where prospects or customers are in the relationship with the company so that they can better target communications, marketing campaigns, or sales pitches based on wants and needs at each stage.
Mapping stages may also be appropriate as you think about the high-level customer relationship and where to begin journey mapping. But as a customer experience professional, mapping at that level is, well, useless. It’s too high level to be able to help the organization understand the customer experience, how employees impact it, or to effect change that is meaningful to the customer experience.
Think of the customer journey not as stages but as steps; by definition, when you are mapping, you are walking in your customer’s shoes… shoes take steps, not stages.
Customer Experience does not equal Buyer’s Journey.
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