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BEST PRACTICES & STRATEGIES

Passing the major Customer Journey

challenges with flying colors

Pegasystems Inc., a provider of strategic software customer satisfaction and loyalty. For example,
solutions for sales, marketing, service and operations, telecom companies can be proactive in detecting
points out the stumbling blocks the customer journey is when customers experience an increased number of
facing commonplace in practice: abandoned call attempts and respond proactively
before those customers jump off.
• Businesses do not have the consistency of
different distribution channels and touchpoints. • Companies cannot identify their customers
For example, customers often receive different prices adequately. You can only accompany customers in
and offers online and at the store. However, in the the customer journey if you recognize them at the
customer journey, customers do not differentiate touchpoints. Since many customers do not want to
between the touchpoints: they want to be informed on be identified, they either must be motivated to do so,
the Web and buy in the store or vice versa. The cause for example through bonus programs, or methods
of such inconsistencies is often a silo-like must be used that combine identification and data
organizational structure, which in turn stems from protection, for example with anonymous
obsolete IT systems. placeholders.
• Companies only cover specific touchpoints - • Companies neglect the customer's view.
neglecting possible touchpoints where customers are Although the concept is called Customer Journey,
active - hence the customer journey inevitably businesses often try to realize a ‘company journey’
becomes incomplete. instead by focusing too much on issues such as
sales, sales growth, or cost reduction.
• Businesses must adhere to what they promise at
certain touchpoints. If, for example, a call center
agent agrees to deliver a spare part within two days, Obviously, customer satisfaction or customer
the delivery must be made in that time frame. If this experience, which should be in the foreground, cannot
cannot be guaranteed, it is usually because the get ahead that way.
employee concerned was not properly informed about The core is to bring all different touchpoints together in
the storage situation or the problems of the fulfillment an integrative approach. Just keep this in mind to be
partners. In other words, a consistent customer able to guarantee an intriguing customer experience. ◊
journey requires well-organized processes and
internal transparency.
By Daniela La Marca
• Businesses are not yet using their ability to
predict the work processes. An efficient customer
journey can anticipate a customer's needs, sustaining

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