To track the customer journey, the customers’ contact cycle must be extend regularly over several stations. First there is contact with the provider, then the website, then social media, mobile platforms, price comparison, then at some point, a visit to the shop. All of this before a purchase is made. The customer journey is miles long. Are customers becoming more complicated?
Pardon me? Triple linking words is too much for my brain to handle, so I’ll quickly forget about it. Forgetting things seems to be a way of filtering our experiences. You can’t remember everything that happens to you as time goes by, some things however stand out. Behavioural psychologists differentiate between the “experience-me” and the “memory-me”. The first one is distinct in the context of daily life and experiences. The second one reacts and decides what is important or worthwhile remembering.
Once you’ve managed to establish the customers’ view of the customer journey (i.e. with their active support), then a few astounding by-products will emerge. One of the most important of these is simplification. A dispute will ignite internally around which of the 550 touchpoints with the customer are less important. In the meantime, the customer will declare that they recognize only 25 points. Already a source of eternal conflict has dried up.
Marketing and Customer Experience have basically the same interests, but the objectives may ultimately be different. If you define a successful customer journey as a signature on the dotted line, then you can identify which point of the experience perception had the most significant impact. This insight is invaluable for marketing because it can determine the priorities and where to focus.
Big data and digital transformation are very closely related. You have to do something with all the data that is available on the net. They leave clues about the things that affect the customer relationship. The digital customer journey is complex and some organizations differentiate between thousands of touchpoints. Any button on a website could be one of them. A matter for big data? Well, it certainly helps, but unfortunately big data does not really help much further. We analyze and find nothing; we push some buttons, putting it down to a lack of data, try a few thousand more times and fail.
The age of digitization is the age of individualization. The mass market was yesterday. We are not talking about products here. Mass products are still on the rise. We are talking about the customer relationship rather than communication with the customer; the accompanying service that first makes a product marketable.
How many great app-ideas end in long tail, even though they triggered real hype during the start-up phase? We should remind ourselves that in the everyday world, reason doesn’t come into it. They are really optimized with often exciting solutions, but they forget about designing the user journey. Which everyday problem does my app solve? Where do users come to my app from? What do they do when they have left my app? What experience do I contribute to the user journey?
Is the customer journey not the same as the process of interaction with the customers? At least that’s how you could view it. Generally, we speak in terms of customer experience in the company at a process-related level. But this is only the process viewpoint and is merely an internal point of view because it only considers that we are in contact with the customers themselves.