This article was based on the interview with Stacy Sherman of Doing CX Right by Greg Kihlström, AI & Marketing keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Journey management focuses on improving the customer experience by ensuring that customers have a seamless and consistent experience across all touchpoints with a brand. This includes both online and offline interactions, such as purchasing a product, returning an item, or seeking customer support. The goal of journey management is to make customers feel like they are dealing with one cohesive brand, rather than multiple disconnected entities.
One common pain point that customers often experience is the lack of consistency in communication. This can manifest in different ways, such as receiving conflicting information from different channels or departments within a company. For example, a customer may call a company’s contact center and receive one answer, only to receive a different answer when they engage with a chat agent. This inconsistency can be frustrating and erode trust in the brand.
Journey management seeks to address this pain point by ensuring that communication is consistent and reliable across all touchpoints. This requires breaking down silos within an organization and fostering collaboration and alignment among different departments. By mapping out the customer journey and identifying key interaction points, organizations can identify areas where communication may be lacking and implement strategies to improve it.
Implementing journey management in an agile manner is also crucial. This means designing, developing, and gathering feedback throughout the customer journey, rather than waiting until after the fact to assess and make changes. By continuously iterating and improving the customer journey, organizations can stay responsive to customer needs and preferences.
In order to improve the customer experience, organizations must prioritize journey management and align their departments towards a common goal. This may involve centralizing processes, ensuring that executives are aligned, and actively seeking customer feedback. By doing so, organizations can create a seamless and consistent customer experience that enhances satisfaction and loyalty.
Journey management is a critical component of improving the customer experience. By addressing pain points such as inconsistent communication and breaking down silos within an organization, journey management ensures that customers have a seamless and consistent experience across all touchpoints. By prioritizing journey management and actively seeking customer feedback, organizations can continuously improve their customer experience and drive business success in today’s competitive landscape.
