THE ROLE OF CUSTOMER JOURNEY MAPPING IN UNDERSTANDING CUSTOMER NEEDS
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THE ROLE OF CUSTOMER JOURNEY MAPPING IN UNDERSTANDING CUSTOMER NEEDS
This research investigated the role of customer journey mapping in understanding customer needs, with objectives to assess how journey mapping enhances customer insights, evaluate its impact on customer experience improvement, and determine its effectiveness in identifying pain points. A survey research design was utilized, justifying its selection for capturing a wide range of customer experiences and perceptions. Taro Yamane’s formula was applied to calculate a sample size of 320 respondents from the retail industry in Lagos. The reliability coefficient score of the survey instrument was 0.86, indicating high reliability. The study found that customer journey mapping significantly improves understanding of customer needs, enhances customer experience, and helps identify and address pain points effectively. It was recommended that companies adopt customer journey mapping as a strategic tool to gain deeper insights into customer needs and improve overall customer satisfaction.
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