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             The Customer Journey is a matter for the boss

            When  it  comes  to  customer-centricity,  Customer   • Define  the  organization  framework:  Often,  the
            Journeys  are  the  melting  pot  of  all  disciplines  and   confusion already starts with the terminology within
            perspectives.  Evidently,  the  enterprise  around  the   the  company,  regarding  touchpoints  and  customer
            customer journey in the daily business routine is initiated   journeys.  For  instance,  IT  works  with  personas  for
            and  managed  by  individual  departments,  such  as    the  digital  journey,  marketing  addresses  different
            marketing,  sales,  IT  or  service.  As  a  result,  despite   types  of  advertising  target  groups,  and  product
            considerable  initial  success,  the  creation  of  positive   development  works  by  segmenting  the  industry
            customer  experiences,  or  winning  of  more  new      association.  Every  department  pursues  a  different
            customers, often falter due to insufficient internal support   strategy and uses a variety of different approaches,
            of such projects. So, how can that be prevented?        such  as  customer  experience  management  or
                                                                    marketing automation. That way, it is easy to forget
            We recommend to:
                                                                    that all departments actually interact with the same
                                                                    customers  -  or  at  least  should  try  that.  Tasks,
             • Promote  inter-divisional  cooperation:  In  order  to   competencies and responsibilities must therefore be
               create  positive  customer  experiences,  companies   regulated  in  the  company.  For  the  development  of
               must  shape  the  customer  journey  holistically.  This   customer  journeys,  for  example,  it  should  be
               means,  in  addition  to  purely  technical  elements,   clarified  in  advance  for  which  market  development
               content, procedural and organizational aspects must
               be  coordinated  as  well.  That  customer  journey   processes  and  /  or  target  groups  the  customer
                                                                    journeys  need  to  be  created;  where  the  customer
               management  can  only  really  succeed  if  employees   journeys  should  begin  and  where  to  end,  or  which
               work  together  across  all  departments  and  hierarchy   off- and online touchpoints are included.
               levels goes without saying, since silo-thinking stands
               as  usual  in  the  way  of  success.  Concurrently,  an   • Provide   a   basis   for   decision-making:  A
               active  engagement  of  the  senior  management      measurable  touchpoint  management  with  a  360-
               accelerates  the  whole  process  and  motivates  the   degree  view  of  (potential)  customers  objectifies  is
                                                                    crucial to constantly improve and have confidence in
                                                                    making decisions. At the same time, it increases the

      10            December 2018 - Customer Experience & Customer Journey
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