The State of Enterprise Customer Journey Mapping

Marketing Strategy — Tue., Dec. 8, 2020

According to recent research from Ansira and Ascend2, most enterprise companies do not yet have customer journey maps in place, however more than half are building or plan to build them in the future.

The report was based on data from a survey of 123 marketing professionals. 39% of respondents say they have and use defined customer journey maps, 29% say they are currently building or testing customer journey maps, 22% say they plan to create maps in the future, and only 10% say they have no plans to create maps.

Marketing, Customer Service, and Sales are the departments most involved in the customer journey mapping process. The most effective ways to collect data for the process are customer feedback surveys, market research, and service/product usage analysis. The biggest barriers to success are a lack of time/staff/resources and a lack of quality data.

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