Research has shown that companies that perform best on journeys have a more distinct competitive advantage than those that excel at touchpoints. Companies merely focusing on improving individual interactions, miss the bigger and more important picture: the customer’s overall experience along the journey.
In other words, customer journeys matter. They have become key for winning organizations. Thinking about customer journeys instead of single interactions requires an operational and cultural shift.
In this paper, we provide some examples and elaborate on our overall approach to shift your organization from touchpoint thinking to journey thinking.