1 Service Advocates Consulting, Nigeria.
2 Teesside University International Business School, Middlesborough, United Kingdom.
3 Independent Researcher, Port Harcourt Nigeria.
4 Sanctus Maris Concepts Ltd, Nigeria.
5 Independent Researcher, Lagos.
Review Article
World Journal of Advanced Research and Reviews, 2024, 24(01), 2004–2018
Article DOI: 10.30574/wjarr.2024.24.1.3206
Received 06 September 2024; revised on 10 October 2024; accepted on 12 October 2024
Customer journey mapping (CJM) is an essential tool for small and medium-sized enterprises (SMEs) to understand and optimize their interactions with customers, thereby driving satisfaction and business growth. This review outlines a customer journey mapping framework designed specifically for SMEs, aiming to enhance customer experiences through a structured approach to identifying key touchpoints, pain points, and opportunities for improvement across the customer lifecycle. The proposed framework involves systematically mapping out every stage of the customer journey, from initial awareness to post-purchase interactions, highlighting moments that significantly impact customer satisfaction. By leveraging customer data, feedback, and analytics, SMEs can gain valuable insights into customer behavior, motivations, and preferences. This framework emphasizes the importance of personalization, using data to tailor the customer experience and foster deeper connections. Additionally, the framework integrates feedback loops, allowing SMEs to continuously gather and analyze real-time customer data. This iterative process helps businesses to proactively identify emerging trends, address customer concerns, and adapt to evolving market demands. By aligning customer needs with business objectives, SMEs can create more targeted marketing campaigns, improve product or service offerings, and enhance customer retention strategies. The implementation of this customer journey mapping framework can lead to several key benefits for SMEs, including improved customer satisfaction, increased brand loyalty, and greater operational efficiency. It also enables SMEs to compete more effectively in their markets by delivering personalized and seamless customer experiences. The framework supports scalability, allowing SMEs to refine their customer engagement strategies as their businesses grow. In conclusion, the customer journey mapping framework serves as a critical tool for SMEs looking to enhance customer satisfaction and drive sustainable business growth. By focusing on data-driven insights and continuous improvement, SMEs can deliver more value to customers, strengthen brand loyalty, and achieve long-term success.
Customer Journey Mapping, SMES; Customer Satisfaction; Business Growth; Customer Experience; Touchpoints; Personalization; Feedback Loops; Data-Driven Insights; Customer Retention
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Nnenna Ijeoma Okeke, Olufunke Anne Alabi, Abbey Ngochindo Igwe, Onyeka Chrisanctus Ofodile and Chikezie Paul-Mikki Ewim. Customer journey mapping framework for SMES: Enhancing customer satisfaction and business growth. World Journal of Advanced Research and Reviews, 2024, 24(1), 2004-2018. Article DOI: https://doi.org/10.30574/wjarr.2024.24.1.3206