The State of Enterprise Customer Journey Mapping

Introduction

Most enterprise companies (49% with 50-500 employees and 51% with more than 500 employees) still lack customer journey maps, but over half are building them or planning to use them in the future, according to recent research from Ansira and Ascend2.

Key Findings

Adoption: 39% of respondents have and use defined customer journey maps, while 29% are currently building or testing them.
Planning: 22% plan to create customer journey maps in the future, and only 10% have no plans to do so.
Involved Departments: Marketing (60%), Customer Service (56%), and Sales (48%) are the primary departments involved in the process.
Data Collection: The most effective methods for collecting data include customer feedback surveys (53%), market research (47%), and service/product usage analysis (46%).
Barriers to Success: Lack of time/staff/resources (41%) and quality data (37%) are the main obstacles to successful customer journey mapping strategies.

Research Details

The report was based on a survey conducted in August 2020 among 123 marketing professionals, with nearly equal representation from companies of different sizes.

Author Bio

Ayaz Nanji is a writer, editor, content strategist, and research writer for MarketingProfs. He has previously worked at Google/YouTube, the Travel Channel, and the New York Times.