Customer Journey Mapping


  • Objective 1: Understanding of customers to win their long-term loyalty
  • Objective 2: Align understanding of client’s internal and dealers on the customer issue to solve together
  • Objective 3: Improve the efficiency of marketing execution & optimize marketing investment


Customer Journey (CJ) developed by AMR, is an application of marketing research from the findings of 4 key research programs including brand survey, customer profile, SSI, and CSI.

CJ indexes indicate the client’s marketing performance at 10 critical steps in attracting, winning, making customers happy, and keeping them in the loyalty pool.

CJ index is best to be tracked throughout the year [quarterly]


Quantify the performance across Customer Journey with the system of indexes, which are built from the composite of functional KPIs [Brand survey, SSI, CSI]

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