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             Welcome to the age of Customer Experience

             (CX) contests

            Customer  Experience  (CX)  is  in  vogue,  as  Google  hits   be  important,  since  it  reinforces  customer-related
            for CX confirm, which have risen from 80 million in 2011   business goals. Hence, in practice, CJM and CLC must
            to over a billion in 2018, apart from the fact that CX has   be interconnected.
            been mentioned in many studies as a top management
            issue, even though companies are still struggling with it.   Other well-known aspects are the framing or the "job to
            Nowadays, it is obviously not the price-performance ratio   be  done"  phenomenon.,  Dr.  Felten  points  out.
            that is decisive, but the best price-experience ratio in a   “Journeys  must  always  be  considered  for  specific
            price  range,  and  people  no  longer  speak  of  digital   contexts of personas. In extreme cases, a person may
            transformation,  but  digitization  in  the  sense  of  optimal   appear  in  several  personas,  or  a  persona  may  have
            integration of the digital and analog worlds.        multiple journeys. Ultimately, these are all just steps on
                                                                 the  way  to  the  "1  human  =  1  persona"  approach  and
            Having  said  that,  please  keep  in  mind,  that  CX  is  just   individually perceived Journeys”, he explains.
            one  of five  perspectives  on a touchpoint.  In  addition to
            CX, there are the (digital) efficiency as well as the on-,   The  knowledge  from  the  Kano  model,  a  theory  for
            up-  and  cross-selling  potentials  that  manage  data   product  development  and  customer  satisfaction
            intelligence and the employee touchpoint interaction.   developed  in  the  1980s  by  Professor  Noriaki  Kano,
                                                                 which  classifies  customer  preferences  into  five
            According to Dr. Claudio Felten, Managing Partner and   categories,  stating  that  first  basic,  then  performance
            Managing    Director   of  CMX  Consulting  GmbH,    and enthusiasm factors must be considered, continues
            specialized in customer management, sales and pricing   to exist.
            strategies,  the  Customer  Journey  Mapping  (CJM)  is
            deemed the most important element and starting point of   It  is  standard  that  there  is  a  Journey  for  different
            every  consideration.  He  sees  CJM  as  an  important   Personas, but a Journey can, for instance, also vary by
            strategic weapon, that however doesn’t lead to success   application or region. Hence, in addition to the so-called
            in  isolation  and  doesn’t  make  everything  obsolete  that   Macro Journey at touchpoints or groups of touchpoints,
            already exists. He emphasizes, therefore, that in addition   there  are  particularly  Micro  Journeys,  which  can  be
            to the CJ as an outside-in perspective, the Customer Life   thought  of  like  “transaction”  journeys  that  go  deeper
            Cycle  (CLC)  as  an  inside-out  perspective  continues  to   into the specific intentions of customers.
      6            December 2018 - Customer Experience & Customer Journey
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