Building valuable relationships with customers has always been critical to success in business.

Today's service and reward economy — think Starbucks: consistent service and rewarded behavior — has elevated consumer expectations, and that creates a difficult challenge for most organizations.

Creating a customer journey map is a great way to understand and reshape your customer experience. We've successfully implemented this process across companies of all sizes in multiple industries, from health insurance to consumer product goods, software and hotels. The following initial three steps will help you chart the full range of touch-points between customers and your company to drive increasingly positive brand experiences, consistently, and across the customer lifecycle.

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