Stakeholders

Stakeholders are individuals or groups who have an interest or stake in the customer journey and its outcomes. This includes both internal and external stakeholders. Internal stakeholders may include employees from different departments within the company, such as:

• Customer service
• Marketing
• Sales
• Product development
• Operations

Their role is to collaborate and share insights to improve the customer experience at each stage of the journey. External stakeholders may include:

• Customers
• Partners
• Suppliers
• Regulatory agencies

Their role is to provide feedback and insights to the company about the customer journey and their experience with the service, as well as to hold the company accountable for providing a high-quality experience.

Overall, the role of stakeholders on a CJM is to work together to improve the customer experience, identify pain points, and find opportunities to improve and innovate the service. Knowing the stakeholders helps you identify potential key participants that should be included in the research, prototyping, and implementation stages.