Page 11 - AeM_Dec_2018

RESEARCH, ANALYSIS & TRENDS

chances of approval in case of changing decisions. depending on the area or department.
Accordingly, it should be clarified, among other
things, who is responsible for a valid, holistic mapping What must be clear is the fact that the control of the
of the customer journeys in the company; and with customer journey in recent years has become a
what kind of performance goals, performance strategic management task and therefore a top priority.
indicators and methods the success control is So, you might want to consider, among others, the
intended to be implemented. following advices: establish a uniform understanding of
the customer in the company based on validated
• Develop a common customer understanding: We customer journeys; determine with which touchpoints
all know that the internal company view isn’t the customer journey should be optimally covered,
necessarily the same as the customers’ view and gut identify positive or negative customer interactions, and
feeling doesn’t mean necessarily expertise. What I define and prioritize concrete fields of action. ◊
mean to say, comparing the company’s view (inside-
out) with the customer's view (outside-in) is often By Daniela La Marca
sobering. According to studies, at an average only six
out of ten most important touchpoints for customers
are correctly guessed and the order is quasi never
correct. Not to mention that the views vary greatly,

MediaBUZZ Pte Ltd - Independant ePublisher for Asia