Page 6 - AeM_Dec_2018

RESEARCH, ANALYSIS & TRENDS

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