Latest / Customer Journey with Fexingo: Touchpoints, Mapping, and Multi-Channel Marketing
Why Journey Maps Miss the B2B Reorder Portal
In this milestone 100th episode, Lucas and Luna tackle a blind spot in customer journey mapping that plagues B2B companies: the reorder portal. While most journey maps focus on the first purchase or the post-purchase experience, they ignore the boring, high-stakes moment when an existing customer logs in to reorder supplies. Using the example of a mid-sized chemical distributor that redesigned its portal and reduced support calls by 40 percent, Lucas explains why the reorder portal is where loyalty actually lives. Luna pushes back on whether a simple login screen matters that much — and Lucas…
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