For this 2016 back-to-school season, we offer whatsapp data you Think&Sell , a new weekly meeting. We analyze an article from an intellectual authority, summarizing it first. It's an opportunity to keep you up to date with ideas, research and trends in Sales and Marketing. And to give you something to think about for the weekend! "The Truth About Customer Experience" is an article originally published in the Harvard Business Review. It appeared in September 2013, and was written by Alex Rawson, Ewan Duncan and Conor James.
While a customer may be satisfied with the resolution of a recurring technical issue during a call, they will remain dissatisfied as long as the issue continues to occur. Customer satisfaction drops by 40% when considering journeys as a whole.
Focusing on the customer journey as a whole therefore means ensuring that we identify the underlying problems and understand their causes.
For the authors, redefining customer journeys can be a source of significant benefits and must be organized in 4 stages.
After that, you must of course understand where the current lack of service performance comes from. To do this, you must analyze each customer journey in detail. In particular, through focus groups, which involve both employees and customers. Customers will be able to explain their dissatisfaction with your journey. While employees will give their point of view on the methods used internally that influence this journey.