Abstract

GONZALEZ URBAN, Mónica Guadalupe. Recognizing customer journey mapping as key to generating accurate, innovative, and customer-focused marketing strategies in Mexico. The Anáhuac j. [online]. 2022, vol.22, n.1, pp.98-117.  Epub Aug 08, 2022. ISSN 2683-2690.  https://doi.org/10.36105/theanahuacjour.2022v22n1.04.

The accelerated digital transformation of businesses, changing local consumer behavior, and digital and direct marketing plans had to be transformed during the pandemic. This forced companies to rethink their marketing strategy to remain effective and retain or attract their customers. Regardless of the size of the company, the product, or the industry to which they belong, many of them did not care to trace the real path that their customers travel to reach them. The objective of this research is to identify if the mapping of the customer journey applied in global organizations is known and recognized in companies in Mexico as a key tool of marketing strategy. A review of the available theory and quantitative research on the workforce in marketing positions of companies in Mexico is carried out. The results showed that 46 % don’t know the actual customer journey of their customers and 83 % say that they are interested to know how to map the customer journey to carry out more precise, innovative, and customercentric marketing strategies and tactics.

Keywords : customer journey; map; strategy; marketing; innovation; M31.

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