In the last blog we mentioned customer journey mapping and how this is a useful approach to helping you to understand the customer experience and pain points. In today’s blog post we are going to explore how mapping customer journeys can be a catalyst for aligning marketing content with real customer problems.

We always liked the previous CIM definition of marketing as it used the word “advocate” for customers, whereas now it talks about satisfying and responding to customer needs. However, the word advocate we always found very emotive word to use when helping the teams we lead to understand their role. For us apart of this advocating for them, means ensuring they have a voice and we’re listening to them!