B2B Customer Journey Mapping

12/01/20 • -1 min

Greg and Stephen discuss the challenges of using customer journey mapping in business to business markets, based on Stephen’s recent webinar.

Are B2B relationships different, and if they are what does that mean for the journeys we map, and the tools we use to do it?

https://tlf-public-assets.s3.eu-west-2.amazonaws.com/podcasts/Ep40+B2B+Journey+Mapping.mp3

Greg and Stephen discuss the challenges of using customer journey mapping in business to business markets, based on Stephen’s recent webinar.

Are B2B relationships different, and if they are what does that mean for the journeys we map, and the tools we use to do it?

https://tlf-public-assets.s3.eu-west-2.amazonaws.com/podcasts/Ep40+B2B+Journey+Mapping.mp3

Previous Episode

The interview: Chris Barnham, part 2

In the second of our episodes featuring Chris Barnham, Stephen and Chris discuss in more detail how to use “qualitative semiotics” to explore how customers understand brand meaning. They talk about the importance of identity and qualification, and how to use a propositional hierarchy to think about the way your brand is perceived.

Stephen and Greg pick up the discussion to consider the ways in which this theory, and this approach to qualitative research, could be used in customer experience research.

https://tlf-public-assets.s3.eu-west-2.amazonaws.com/podcasts/ChrisBarnhamPod2.mp3

Next Episode

Insight into Action

Greg and Stephen talk about turning research insight into action to improve the customer experience, based on Greg’s recent webinar.

Action is hard not because it’s unclear what needs to happen, but because of the power of the status quo. The decisions you make before and during your survey can be more important than what you do with it afterwards.

https://tlf-public-assets.s3.eu-west-2.amazonaws.com/podcasts/Ep41+InsightToAction.mp3