Based on a study executed in late 2021, 36 percent of responding business-to-business companies worldwide made use of both personas and customer journey maps as strategies to help them understand their customers, while 24 percent of surveyed B2B companies stated to have used neither of these options.
Adoption level of personas and customer journey maps (CJM) among B2B companies worldwide as of November 2021
The source describes the respondent sample location as follows: "nearly half of the respondents from North America, EMEA and Asia, and the other half from Australia."
The question was posed as follows: "Which statement best describes persona and customer journey development for your audience?"
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Green Hat. (July 18, 2022). Adoption level of personas and customer journey maps (CJM) among B2B companies worldwide as of November 2021 [Graph]. In Statista. Retrieved November 24, 2024, from https://www.statista.com/statistics/1341005/persona-customer-journey-map-use-b2b-companies-worldwide/
Green Hat. "Adoption level of personas and customer journey maps (CJM) among B2B companies worldwide as of November 2021." Chart. July 18, 2022. Statista. Accessed November 24, 2024. https://www.statista.com/statistics/1341005/persona-customer-journey-map-use-b2b-companies-worldwide/
Green Hat. (2022). Adoption level of personas and customer journey maps (CJM) among B2B companies worldwide as of November 2021. Statista. Statista Inc.. Accessed: November 24, 2024. https://www.statista.com/statistics/1341005/persona-customer-journey-map-use-b2b-companies-worldwide/
Green Hat. "Adoption Level of Personas and Customer Journey Maps (Cjm) among B2b Companies Worldwide as of November 2021." Statista, Statista Inc., 18 Jul 2022, https://www.statista.com/statistics/1341005/persona-customer-journey-map-use-b2b-companies-worldwide/
Green Hat, Adoption level of personas and customer journey maps (CJM) among B2B companies worldwide as of November 2021 Statista, https://www.statista.com/statistics/1341005/persona-customer-journey-map-use-b2b-companies-worldwide/ (last visited November 24, 2024)
Adoption level of personas and customer journey maps (CJM) among B2B companies worldwide as of November 2021 [Graph], Green Hat, July 18, 2022. [Online]. Available: https://www.statista.com/statistics/1341005/persona-customer-journey-map-use-b2b-companies-worldwide/
