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Cited by 15Customer Service Quality and LoyaltyConsumer Retail Behavior StudiesDigital Marketing and Social Media

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Customer journey mapping framework for SMES: Enhancing customer satisfaction and business growth

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Nnenna Ijeoma Okeke, Olufunke Anne Alabi, Abbey Ngochindo Igwe, Onyeka Chrisanctus Ofodile, Chikezie Paul-Mikki Ewim·2024·World Journal of Advanced Research and Reviews
DOI 10.30574/wjarr.2024.24.1.3206
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Abstract

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.

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Metadata

Authors
Okeke, N. I., Alabi, O. A., Igwe, A. N., Ofodile, O. C., & Ewim, C. P.-M.
Affiliations
Teesside University (GB)
Corresponding author
Nnenna Ijeoma Okeke
Venue
World Journal of Advanced Research and Reviews
Publisher
GSC Online Press
Published
2024-10-30
Volume
24
Issue
1
Pages
2004-2018
ISSN
2581-9615 (ISSN-L)
DOI
10.30574/wjarr.2024.24.1.3206
OpenAlex
W4403794241
Cited by
14
References
0
Citations by year
2026: 5 · 2025: 6 · 2024: 3
FWCI
7.04
Type
journal article
Language
en
Open access
Licence
cc-by-nc-sa
Locations
World Journal of Advanced Research and Reviews (publishedVersion, cc-by-nc-sa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Keywords
customer journey mapping, small and medium-sized enterprises, customer satisfaction, customer experience, customer life cycle, customer touchpoints, personalization, customer analytics, customer retention, brand loyalty, customer engagement, business growth

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