Читать книгу Digital Marketing - Annmarie Hanlon - Страница 73

Customer or user journey mapping is generally acknowledged to have been devised by Barry Kibel in a book chapter where he suggested that results mapping could be used as an approach for assessing the work of social, health and education programmes.

The process was to map, score, analyse and provide feedback about a programme and the key factor was using a visual representation of the journey or process.

The journey starts with sharing the company name, through to registering for a newsletter. This could be the journey that a student takes when checking out a firm for a placement. In this example there are 12 steps, but they are linear. There can often be many more, which include moving forwards and backwards in a messy and less ordered way.

When discussing customer journeys David Norton and Joseph Pine described them as ‘the sequence of events – whether designed or not – that customers go through to learn about, purchase and interact with company offerings – including commodities, goods, services or experiences’ (Norton and Pine, 2013, p. 12). The key here is the concept of a sequence of events, regardless of whether the customer journey is online, offline or multi-channel.