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A compelling customer experience has evolved from a nice-to-have to a necessity in many industries. Winners use standout experiences to attract and retain business while reducing servicing costs and complaints. The rewards can be substantial, but execution is complex, requiring a complete reinvention of customer journeys and supporting processes.

To improve customer experience to any great extent, though, the customer journey must be well understood by the organization as a whole. And, as anyone who has tried will know, understanding the customer journey is not a simple task.
To see where companies are in this regard, we surveyed nearly 1,000 marketers

This CEO guide explores the fundamentals of customer interaction, as well as the steps necessary to redesign the business in a more customer-centric fashion and to organize it for optimal business outcomes.



Understanding the customer journey (video) ►