Many companies excel in individual interactions with customers, but they fail to pay adequate attention to the customer's complete experience.
Companies have long emphasised touchpoints—the many critical moments when customers interact with the organisation and its offerings on their way to purchase and after. But the narrow focus on maximising satisfaction at those moments can create a distorted picture, suggesting that customers are happier with the company than they actually are. It also diverts attention from the bigger—and more important—picture: the customer’s end-to-end journey.
In our research and consulting on customer journeys, we’ve found that organisations able to skilfully manage the entire experience reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction. They also discover more-effective ways to collaborate across functions and levels, a process that delivers gains throughout the company.