Optimizing customer experience is table stakes these days, as we all know. Doing so consistently, and in a way that balance organizational strategy with competitive pressures, and customer expectations in a consistently improving way can be a challenge, however.
Enter customer journey operations, which should be a critical component of any enterprise organization’s customer experience strategy. It is a function that allows for the standardization of strategy, implementation, and measurement of customer journeys. By establishing a framework for governance of the customer experience and the people, processes, and platforms that affect CX, customer journey operations ensures that the customer experience is optimized over time.
First, how does customer journey operations differ from marketing operations?
Marketing operations and customer journey operations are two distinct but complementary functions within an organization. Marketing operations is focused on the planning, execution, and measurement of marketing campaigns and programs. This includes managing the budget, resources, and processes required to deliver effective marketing initiatives. The primary goal of marketing operations is to ensure that marketing campaigns are executed efficiently and effectively, and that they deliver measurable results.
On the other hand, customer journey operations is focused on the overall customer experience. This includes managing the customer journey from awareness to post-purchase, and ensuring that the customer experience is consistent and positive across all touchpoints and interactions. The primary goal of customer journey operations is to understand the customer’s needs and preferences, and to deliver a seamless and personalized experience that meets those needs. By standardizing the customer journey, providing a framework for governance, and establishing systems of continuous improvement, organizations can ensure that they are meeting the needs of their customers and building long-term loyalty.
This article was written by Greg Kihlström for CustomerThink. Read the full article here.