Organisations looking to provide better customer experiences should take a holistic view of the customer journey. Rather than focusing on individual touchpoints, businesses should consider the whole customer experience from start to finish. This approach can lead to higher revenue and reduce costs, as well as provide insights into what customers really want.
Joana de Quintanilha, VP, principal analyst at Forrester, explains that customer journeys provide context and emotion, helping organisations to better understand and focus on customers’ needs and deliver results. ING Financial Services used a journey-centric approach to better understand customer needs, spotting business opportunities that would have otherwise gone unnoticed.
Organisations can also benefit from the customer journey approach by streamlining processes and making them more efficient. Forrester research found that better customer journeys can improve customer advocacy by 20-40% and reduce costs by 15-25%.
Finally, businesses should be prepared to disrupt their business or operating model for the sake of their customers. For example, the customer experience of ordering food has changed significantly with the introduction of delivery apps. In these cases, it can be difficult to pinpoint where a breakdown in the experience has occurred due to the multiple parties involved. To overcome this, organisations should ensure silos are broken down so that teams are collaborating for the benefit of the customer.
Overall, organisations should embrace the customer journey approach if they are serious about providing better experiences and increasing profits.
Originally reported by Martech: https://martech.org/3-reasons-why-customer-journeys-are-the-key-to-better-experiences-and-profits/
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