This is the fourth post in the Real-World series where I use Heart of the Customer’s Customer Experience model to show how the 2012 Temkin Customer Experience Award finalists actually go about building their customer experiences. Previous posts showed how finalists:
Now let’s Focus on the Journey the second effort in building Customer-Based Capabilities.
Businesses typically manage touch points such as call centers and websites. Focusing on the Journey tells us that customers don’t think about touch points – they focus on accomplishing tasks, regardless of internal functions or business units.
Typical efforts at this stage involve customer journey mapping and ecosystem mapping workshops, designing interactions around customer efforts. Unfortunately, respondents were more focused on outcomes, so didn’t go into much detail here. However, there were a few teasers available. Read more