"My current company has familiarized me with customer journey mapping as they feel it's an incredibly practical approach to understanding our clients, their entire process from beginning to end, their biggest pain points, and then what we can do to alleviate those needs. I have been part of a team that breaks down customer surveys and uses those pieces of information to fill in the gaps of what is missing when it comes to product features and our service benefits. I believe the most critical part of the journey is right before the decision stage, where a customer is considering, and comparing alternatives. When a company can exceed expectations at this stage, its nearly guaranteed to make the sale."