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From stunning Moments of Truth to amazing journeys, the focus on the complete customer experience is critical. Touch points are important.

One stunning moment followed one not so great is not a fun journey for a customer.  Understanding the complete journey and making each touch point play nice with all the others is a key lever to improving the customer experience.

Here are some articles making this point:

Don’t Miss the Customer Journey by Just Focusing on Individual Touchpoints. (But Focus on Your Touchpoints, Too)  Strolling through the ever-expanding body of published work on customer experience, there are a few articles that appear to be making a case for not measuring customer touch points. If you’ve seen these too, don’t be misled.

From moments to journeys: A paradigm shift in customer experience excellence McKinsey looks at why are so many companies falling short of their goals of delivering an exceptional customer experience? The answer lies in the fact that most do not understand their customers’ journeys. At any given time, senior leaders across industries grapple with a fundamental conundrum: Why, they wonder, is overall customer loyalty and engagement so slow to improve when most areas of the business report healthy customer feedback after each customer interaction?

Here are the key ideas:

  • Focus on the whole journey not a single step
  • Understand that individual touch points and moments of truth are important to the overall journey
  • Create goals for the journey that make a difference

 

Read more about The Digital Executive

Customer Focus – Customer focused initiatives are a passion and obsession of the Digital Executive. They cover a range of foundational sales and marketing projects like acquisition and renewal. They extending into customer experience initiatives around the voice of the customer, value frameworks, mapping, etc. || Recent Articles 

Digital Business – Digital business initiatives include core functions like eMarketing, ePublishing and more. They extend into social media, mobile, etc. || Recent Articles 

Strategy, Goals and Planning – Strategic initiatives create the base from which other work should be leveraged. Examples of strategic initiatives are an approach, detailed program planning, goals, strategies, scoreboards and accountability. || Recent Articles

People Initiatives – People initiatives build on the foundations already built with sound goals and strategies. Examples of people initiatives are structure, culture, change management, training, employee engagement. || Recent Articles 

Process Initiatives – Process initiatives may leveraged at any time. Examples of process initiatives are governance, business process management, and standardizing workflow.|| Recent Articles

Technology Initiatives – Technology initiatives create a more complete framework but never should proceed strategy, people and process. Examples of technology initiatives are typical infrastructure and operations to enabling sophisticate web analytics.  || Recent Articles 

 

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