Summary
This research report presents findings on customer journey mapping strategies among enterprise-level companies. Conducted by Ansira in partnership with Ascend2, the report is based on survey data from over 120 top marketers. It outlines the current state of customer journey mapping, revealing that only 39% of surveyed companies utilize a defined journey map, while 51% are in the process of developing one. The report emphasizes the necessity of centralized first-party customer data, noting that 32% of respondents identified decentralized data as a barrier to effective journey mapping. It also highlights that effective journey maps should reflect cross-department dependencies, with 55% of companies using 3-5 maps. The report aims to serve as a playbook for organizations at various stages of implementing customer journey strategies, addressing both B2B and B2C contexts. The insights gathered are intended to validate the importance of customer journey mapping in enhancing customer experience.
