Customer Journey Mapping: Guide for Practitioners

Oxford Strategic Marketing

This publication provides guidance on the use of customer journey mapping - a formative research technique helping us understand people's experience with using (or trying to use) certain service, taking into account not only what happens to them, but also their responses to their experiences. Although the guide is based on examples from wealthier countries, its guidance can be easily used (and is highly relevant) also in low-income contexts. 

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