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 and the continues relation after that.
Customer Journeys have during the last decade been one of the most useful tools to monitor, recreate and optimising customer relations and adjust offers of products and services. The use of single customer journeys is tactical and have served certain organisations well. But you could use this to achieve even more sustainable change.
Where it comes to shifting organisational processes, culture, and mind-sets to a journey orientation is strategic and transformational.
Journey-based transformations are not easy, and they may take years to perfect.
Despite that, there is a definitive upside to it, if done proper;
* Higher customer and employee satisfaction and engagement. (By involving and rewarding stakeholders on either side, the output will be twice as strong.)
* Increased revenues (happy clients prolong the relation hence spend more money.)
* Lower costs (putting effort where effort is needed, not where you always have been doing it and also see to continuously measure the outcome and make adjustments)
* Increased differentiation compared to stagnated competitors.
Delivering successful journeys brings about an operational and cultural shift that engages the organisation across functions and from top to bottom, generating excitement, innovation, and a focus on continuous improvement.
It creates a culture that’s hard to build otherwise, and a true competitive advantage goes to companies that get it right. Companies that develop their own architecture will find it breaks down organisational silos, addresses the diversity of customers and their needs, and produces unique and compelling experiences.
Remember the wise words of Peter Drucker:
"Culture will eat strategy for breakfast"
Doing enough is not and option any longer, done proper and truly be deeply rooted in your business culture - it will eventually make your organisation successful and differentiate you among competitors.