How Can Firms Effectively Use Technology in Customer Journey Management

William Boscardini Helouani
2021 Technology Innovation Management Review  
Customer Journey (CJ) mapping offers a view of the Customer Experience (CX) from a customer's standpoint, which acts as the first step towards a myriad of actions that can be performed to improve CX. While CJ mapping has proven to be helpful in a wide range of use cases, companies still struggle to apply technology to make it effective. This research performs a literature review to identify how IT and digital assets can be used in the CJ context, providing practical examples for organizations
more » ... lling to implement a consumer-centered IT strategy. As a result, it was found that IT can be used in three primary contexts for CJ: mapping, enabling, and monitoring.
doi:10.22215/timreview/1455 doaj:01a8a67dc447496c80939226b4423f63 fatcat:lw2k6dnlt5fc3lnn2wmcwucjqe