By using ________ mapping, retailers are better able to design customer experiences that move the consumer from awareness and discovery to purchase, use, and advocacy of a good or service.
Fill in the blank(s) with the appropriate word(s).
journey
Journey mapping is a technique that helps companies identify points in their customers' journey where the buying process breaks down. It provides retailers with a road map of opportunities to reduce friction points that keep a consumer from moving forward in the relationship.
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