![]() The ArgumentĬompanies that perfect customer journeys reap enormous rewards, including enhanced customer and employee satisfaction, reduced churn, increased revenues, lowered costs, and improved collaboration across the organization. Many companies excel in individual interactions with customers, but they fail to pay adequate attention to the customer’s complete experience on the way to purchase and after. It’s a culture that’s hard to build otherwise, and a true competitive advantage goes to companies that get it right. But they create a culture that engages the organization across functions and from top to bottom. Journey-based transformations may take years to perfect. They must identify key journeys, understand how they are performing in each, redesign and support those journeys, and change mind-sets to sustain the initiatives at scale. To realize these benefits, companies need to embed customer journeys into their operating models in four ways. In their research, the authors-partners at McKinsey-have found that organizations able to skillfully manage the entire customer journey reap enormous benefits: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction. And it distracts from the more important picture: the customer’s end-to-end experience. But this focus can create a distorted picture, suggesting that customers are happier with the company than they actually are. ![]() Companies have long emphasized touchpoints-the many critical moments when customers interact with the organization on their way to purchase and after.
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