The April 2022 Aite-Novarica Group report on Customer Journey Mapping explores the benefits, challenges, and best practices for creating effective journey maps. It explains how mapping helps organizations understand customer experiences, align strategies, and identify improvement opportunities. The study highlights common pitfalls such as unclear success definitions, overly broad scope, and misalignment on approach. Best practices include cross-department collaboration, setting clear goals with governance, and prioritizing the customer perspective. By following these principles, organizations can enhance engagement, satisfaction, and long-term customer loyalty.

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