Let’s use a hypothetical example to underline this message: not too long ago, when buying a mobile phone in Switzerland, people would go to one of four possible places: a Swisscom shop, an Orange shop (now Salt), a Sunrise shop or to Mobilezone. There, they would look at the different models, ask for assistance by the staff, weigh those recommendations against what they’ve already heard from friends and eventually buy a new phone.
Today’s customer journey is not straightforward
Multiple touchpoints across multiple channels
- It is inevitable that the customer uses different channels to get to his goal. Manage these breaks actively.
- Design the customer experience coherently across all channels. Ensure that the customer has access to the same features and information on all channels.
- Analyze your user data in order to recognize dominant customer journeys. This will enable you to tailor the experience to your most important customer segments. If you don’t have data available, try to predict it as well as possible.
- Don’t slack off once the purchase is made, try to engage and bond with the customer, get him to write positive reviews and offer a good customer service experience should the need arise.
If you want to read more about Customer Journey Mapping, see this post by fellow CTP consultant Daniel Truninger.
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Latest posts by Damian Amherd (see all)
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