tjeerdtraats: customer-journey*

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  1. Is your Marketing department aligned with customer experience and employee experience? The necessity and logic of doing this was highlighted in a recent presentation by Hootsuite’s Vice President of Customer, Kirsty Traill. She pointed out that Marketing Communications is unfortunately the typical focus of customer journey maps and customer-centric marketing.
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  2. Customer experience is a key driver of business success. From social media analytics to specialized software, there are hundreds of tools devoted to measuring it. But which of these tools are actually important to understanding customer experience? And how does customer experience ultimately affect your bottom line?
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  3. The business of customer experience

    Think about the last great customer experience you had.
    Now, try to pull out all of the little details about that experience that made it great.

    Customer experience is a fuzzy concept. As consumers, we can quickly name multiple different companies with great customer experiences, but struggle defining exactly what components make each experience exceptional.
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  4. What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers.
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  5. I recently read a report showing that out of 46,000 shoppers, 73% used multiple channels to make a purchase. Only 7% shopped exclusively online, while 20% shopped exclusively in-store. I believe this is clear proof that there is an increasing need for retailers to turn to omnichannel retail to enhance the customer experience.
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  6. Customer journey mapping is a popular tool for visualizing a customer’s experience. These maps provide a visual outline of various interactions that the purchaser has with a brand. It’s become a must for businesses as it allows managers to spot potential problems, going a long way in ensuring that the customer experience is satisfactory and hassle-free. When the customers’ road to conversion is straightforward, they’re more likely to stick with that brand.
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  7. As the lines between offline and online are blurring, store retailers and online retailers are both redefining the way they function to engage customers and create better experiences for them. Amalgamation of online and offline marketing strategies makes purchasing more rewarding and easier for the customer.
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  8. We all know that the customer is king (or queen) and it seems you agree, as any article that mentions UC and the customer experience (CX) is a popular one at UC Today.
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  9. I just came back from hosting the CXPA’s Insight Exchange and talking all things customers. Of course, I tended to hang out in the customer journey mapping sessions. While the practice is maturing, there’s still a lot of room for improvement.

    In the spirit of sharing best practices, we at Heart of the Customer put together our Top 10 Reasons that Journey Mapping Projects Fail, a la David Letterman.

    Without further ado, let’s proceed!
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