Stefan Schmelcher, Global Director of Customer Experience Transformation at Kantar Group, recently said in an interview, “customers want to have experiences and events, rather than a product and features. That means we have to change to better understand customers and understand the increasingly complex customer journey.”
This is reflected in Kitewheel’s annual report “State of the Customer Journey for 2018.” It notes that as more businesses are focusing on their CX strategies, customer interaction is also increasing.
While this all makes sense, I question why it has taken businesses so long to realize it. In today’s tech-savvy world, customers not only expect but demand a personalized experience.
Customer journey maps can certainly help translate the wants and needs of a target audience, however businesses need to divert from putting their customers in the same categories. Every customer is not the same and they may act unexpectantly. Businesses need to be prepared for that.
I like Schmelcher’s idea of outlining a map with all possible customer decisions instead of focusing on a series of touchpoints that the ideal customer would go through. I also liked the suggestion that individual customers should map out their own journeys.
Yes, these strategies may make the customer journey even more complex, but the effort will certainly be worth it in the long run.
How do you think these journeys should be managed in today’s digital, personalized world? Is it realistic to anticipate every unique journey?