The purpose of this paper is to test a journey mapping approach as a first step to systematically prepare organizations for the many critical moments in B2B relationships.
By applying a case study of a shopping mall operator, experts on both sides of the B2B relationship (operator (n = 12) and retailer (n = 14)) were interviewed to develop and test the effectiveness of customer journey mapping. The information from these interviews was used to formulate several practical recommendations.
Using the journey mapping to differentiate, change from a touchpoint to a journey orientation, and shift towards cross-functional methods, all help develop a customer journey perspective and frame a culture that supports organizational development.
The discussion of the various benefits of journey mapping can improve organizational learning and provides practitioners with insights into effectively differentiating through a customer-centric orientation.
