Source: Harvard Business Review , September 2013
The article "The Truth About Customer Experience"
in the September issue of Harvard Business Review emphasizes why a
focus on the customer's shopping journey can lead to significant
financial and organizational results.
Companies have generally for a long time focused on
customer contact in connection with certain events. The so-called
"touch points", which are the many critical moments when customers
interact with the company on the road to purchase and after. To
maximize customer satisfaction based on a few defined times of the
buying process can give companies a wrong picture of reality and
get customers to appear more satisfied with the company than they
The article encourages companies' to not only focus on
touch-points, but on the whole the customer purchase journey from
start to finish;- continuously monitoring, not only focusing
on specific customer interaction. This gives a better view of
the customer experience in connection with various purchases and
the reason for any customer churn. With this background and
knowledge the company can then prioritize its efforts.
The article also refer to research showing that there is a clear
link between customer satisfaction and increased profits with
examples from television and automobiles. Looking across industries
business achieve a 30-40% increased effect on customer
satisfaction when they focus on the entire customer purchase
journey and not only on the touch-points. In addition the companies
see an additional 20-30% impact on business performance in
terms of increased earnings and redemptions, lower churn and
positive recommendations of the company.
To get an overview of the customer's purchase journey the
article proposes to bring together teams across the organization so
that everyone is confronted with problems that occur in the various
functions. By clear communication and working with design and
implementation of solutions together, create a larger possibility
that the solutions also works in the long run. In addition, it is
crucial to tailor metrics for the customer purchase journey so that
the various departments can be measured.
It can take years to perfectly develop the customer purchase
journey, but the rewards of doing so is a higher customer and
employee satisfaction, increased revenue and reduced costs. It can
thus naturally provide companies that focus on the customer
purchase journey, a significant competitive advantage and
differentiation in the market.
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