by twieberneit | Sep 9, 2021 | Blog, Sponsored |
Customer journeys are as individual as customers. Every customer has different needs, preferences, knowledge, information and another way to resolve their issues. In brief, every customer has a context of their own. As a consequence, customer journeys are often non-linear and move across different channels and devices. In between the online steps there might very well be some offline steps. Customer journeys are usually emerging sequences of interactions or engagements between the customer and the business towards a goal. This goal needs to be the customer’s goal, albeit in the limitations of a business environment. Customer journeys can, in fact, be compared to conversations, which are also not linear. With this thinking, it is only a small step to the thought that customers do manage and orchestrate their journeys individually and for themselves. Consequently, there is no need to design their journeys for them. It can even be counterproductive. A better approach is to provide customers with a channel independent menu of interconnected contact points that helps them to achieve their objective, their way. With the company offering – potentially different – contact points to different customers, both parties’ needs are mostly fulfilled; the business need for efficiency, the customers need to build and follow their own journeys, and both parties’ need for effectiveness. This raises the question about why we should be interested in these interconnected contact points. The answer is quite simple. What is the objective? Companies that are working towards supporting their customers’ needs and desires have an edge over their competitors. They have more success acquiring and retaining customers, even turning them into loyal advocates....
