Aragon Research refers to the customer experience as “the new competitive battlefield” and customer journey maps are essential to designing a winning customer experience. Aragon Research estimates the customer journey market to grow to $5 billion by 2022. That may seem surprising, but businesses know they can achieve market success – customer retention, competitive differentiation, brand awareness, etc. – with the right customer experience, and they are investing.
A well-designed customer journey considers the persona and his/her actions and reactions to the corresponding touchpoints within the business, such that the persona reaches his/her destination – also known as, the desired outcome – with ease and satisfaction. In fact, Aragon Research predicts that “by year end 2020, 85% of enterprises will significantly improve their customer journeys to compete effectively and tap new revenue opportunities”.
The best customer experiences draw on the customer’s emotions and are seamless to the customer. Customer journeys therefore cannot be obstructed by organizational or technological silos or gaps. A mapping tool should visually convey the customer journey map and anticipate the persona’s emotional responses at each touch point. It should also connect the persona’s touchpoints to people, process and technology within the business, to identify and address obstacles early on. In the Aragon Research Tech SpectrumTM for Customer Journey Mapping, 2017 – Mapping the Voice of the Customer, Aragon Research identifies journey map creation, map collaboration, information capture, emotion capture, visualization and analysis, administration, and methodology assists as key components of journey mapping tools.
In the report, Aragon Research also identifies 15 customer journey mapping vendors, categorized as Leaders, Contenders and Promising, with MEGA listed as a Leader. Download the report to learn more about the customer journey market and MEGA’s approach to building the journey and connecting touch points to capabilities, processes and technology of the business.