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Mapping the Customer Journey

In: Strategic Marketing Management

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  • Emmanuel Mogaji

    (Keele University)

Abstract

This chapter explores the strategic significance of the customer journey as a powerful framework for understanding and enhancing customer experiences across Business-to-Consumer (B2C), Business-to-Business (B2B), and Business-to-Government (B2G) contexts. It examines the unique characteristics, decision drivers, and expectations of each market segment, highlighting how emotional triggers, rational analysis, and regulatory requirements shape different customer paths. Through detailed mapping of journey stages—from awareness to post-purchase—the chapter demonstrates how organizations can tailor marketing strategies, optimize touchpoints, and build long-term relationships. Emphasis is placed on the role of personalization, stakeholder management, data analytics, and trust-building, especially in complex B2B and B2G environments. Additionally, the chapter links journey insights to strategic marketing decisions such as segmentation, targeting, and positioning. By presenting practical tools, visual frameworks, and real-world examples, this chapter equips professionals with the mindset and techniques needed to create customer-centric strategies that drive value and sustainable growth.

Suggested Citation

  • Emmanuel Mogaji, 2025. "Mapping the Customer Journey," Springer Books, in: Strategic Marketing Management, chapter 0, pages 65-102, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99367-1_4
    DOI: 10.1007/978-3-031-99367-1_4
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