Having long been used in the IT, retail, advertising, and financial industries, client journey mapping (CJM) has started to take off in the professional services sector. According to Meridian West’s annual Professional Services CMO Benchmark, 48% of professional service marketing leaders say they plan to create a CJM for their firm within the next twelve months.
CJM is starting to be embraced by professional firms as an effective way to respond to shifting client needs and to position their firms as focused on clients. It can help firms to identify opportunities for adding greater value to the client experience and improve process efficiency.
Put simply, CJM identifies sources of friction at each stage of a client relationship, distils best practices to address these pain points and uncovers areas where client delivery processes can be standardised or improved.
Although many firms have project management methodologies, these are usually drawn from internal perspectives, and therefore miss critical client insights. By focusing on the human experience and clients’ emotional journeys, CJM brings client insight to life and extends internal knowledge about the client perspective at each point of interaction with a firm.
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