Keeping you informed and staying ahead of the competition.
Wednesday, 23 March 2016
From touchpoints to journeys: seeing the world as customers do
To maximize customer satisfaction, companies have long
emphasized touchpoints. But doing so can divert attention from the more
important issue: the customer’s end-to-end journey.
When most companies focus on customer
experience they think about touchpoints—the individual transactions
through which customers interact with parts of the business and its
offerings. This is logical. It reflects organization and accountability,
and is relatively easy to build into operations. Companies try to
ensure that customers will be happy with the interaction when they
connect with their product, customer service, sales staff, or marketing
materials. But this siloed focus on individual touchpoints misses the
bigger—and more important—picture: the customer’s end-to-end experience.
Only by looking at the customer’s experience through his or her own
eyes—along the entire journey taken—can you really begin to understand
how to meaningfully improve performance.