Summary
CX leaders can successfully map B2B2C customer journeys by adapting Forrester’s seven steps of highly effective journey mapping to account for the added complexity and limited customer access. To map B2B2C journeys, brands must treat intermediaries as collaborators and recognize the power that they have. This means brands must establish trust with intermediaries before mapping, account for the whole ecosystem while mapping, and focus on shared wins after mapping. CX leaders can use this report to guide their efforts when mapping B2B2C customer journeys.
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