The following is a guest post by SAP senior director Joe Pantigoso that appeared on Brandchannel.

There are several reasons to map out your customer journey. First, there’s the obvious reason: Mapping your customer journey can help identify opportunities to enhance your customers’ experience to build your brand and business.

Second, and maybe less apparent, it can make your life easier by giving you a way to build bridges between different groups within your company, uniting them toward a common cause.

Customer Journey to Enhance Your Customers’ Experience

map-journey-600If you haven’t mapped your customer journey, don’t feel bad. According to Forrester Research, “While every executive knows that customers matter, most companies simply don’t approach their interactions with customers in a disciplined way.”

A customer journey map is an important first step toward understanding that customer experience. It charts the points in a customer’s interaction with a brand. Ideally based on a combination of customer research and internal experience, this tool can provide an understanding of customers’ tasks, needs, preferred communications channels and pain points so more customer-centric decisions can be made.

And if you don’t have the budget for a research-based customer journey, a working session with internal stakeholders might be enough to create the foundation. This way, you might identify some customer pain points that could be addressed for some quick wins.

As cited in a McKinsey-authored article in the Harvard Business Review, “Organizations able to skillfully manage the entire experience reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction.”

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