WHERE YOUR CUSTOMER JOURNEY IS GOING WRONG

In a recent Harvard Business Review article, What You're Getting Wrong About Customer Journeys, authors Ahir Gopaldas and Anton Siebert suggest customer journeys shouldn't always be effortless and predictable depending on the product and targeted customer segment. In many cases, dealing with the unexpected or making an extra effort is part of the positive experience customers are looking for, and companies bringing effortless and predictable journeys all the time are missing this point. THE CUSTOMER EXPERIENCE While our industry has been Asistent on bringing a seamless and predictable customer journey to the farmer A order to enhance the customer experience, the article authors challenge us to consider that this proposal may not work all Ae time.