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 Spectrum TM 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.
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Few companies have complete visibility into their data, let alone their business processes, and the GDPR requires both. And, with the rate of change in businesses today, visibility will be a critical factor as their business evolves. With potential fines of €10-20M, or 4% of gross annual revenue, companies must seek a clear perspective – the risk of non-compliance is simply too costly.
Visibility will provide insight to how and why personal data is collected and processed. Collecting data without a sufficient business justification is not allowed under the new regulation. Further, what constitutes personal data has changed with the General Data Protection Regulation; data not considered personal before may now be if it can identify a data subject when processed with other related data. The right perspective will expose unneeded and hidden personal data and, without that line of sight, companies will undoubtedly miss something.
Companies can gain this visibility with an initial assessment. This assessment will extend outside IT as GDPR is a business initiative, not solved solely by IT. Establishing an inventory of data and identifying personal data and business processes that utilize it are all critical steps in this assessment and will require cross-functional input to be complete. Doing so centrally, so that the data can be leveraged by key stakeholders to manage ongoing compliance, is essential also.
Free Infographic: Be GDPR Compliant: Do I Really Need A DPO?
A unified catalog of data processing activities, where people, processes and technology are visible, enables companies to identify immediate GDPR compliance gaps. Further, it can also be used to perform impact analysis, model new processes and support security-by-design and by-default efforts, two additional requirements of the GDPR.
Given the complexities of the regulation, and the ambiguity of how to meet the requirements, MEGA has partnered with Gruppo Imperiali, a company that provides expert legal and technical consulting services to multi-national companies, and has specialized in data protection for more than 30 years. Together, they designed a 6-step methodology to help companies assess, remediate and demonstrate GDPR compliance.
In today's fast-paced and continually changing businesses, implementing strong data privacy programs can lead to a competitive market advantage. In fact, the same Pulse “survey found that some companies see their GDPR programs as a potential differentiator in the market.” To learn more about our 6-step process, and begin your initial assessment, download our white paper, "6 Steps to GDPR Compliance-by-Design: Accelerate Your Journey to GDPR Compliance".
1 Pulse Survey: GDPR budgets top $10 million for 40% of surveyed companies, PwC
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