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Close the Delivery gap With Dynamic Customer Journey Maps
Customer journey maps take a single goal-oriented scenario - for example, opening an account, applying for a loan, or reporting a card lost or stolen - and illustrate a customer's processes, needs, and perceptions related to that scenario.8 the map includes the steps or actions that customers take to achieve their goal; all of the touchpoints that they encounter along the way; and the thoughts, feelings, and questions they have at each step (see Figure 2). it helps digital teams, and colleagues throughout the firm
Use customer journey maps to understand and design a specific element of the experience.
Katarzyna Prus-Malinowska, digital banking director at Bank Zachodni WBK in Poland, told us the value of customer journey maps is their ability to help the bank's digital team prepare a road map that is coherent and applicable to the demands of their customers.
Customer journey maps not only bring empathy with customers and greater alignment between teams, they also work well with other customer-centric methodologies like design thinking and Agile
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