Customer Engagement Strategy

1 Introduction to the customer journey

Introduction: why experience matters more than ever

It is a hot Saturday afternoon, and the football stadium is alive with colour, sound and anticipation. Tens of thousands of fans stand shoulder to shoulder, wearing their team’s colours, chanting, waving flags, and sharing the nervous energy that builds before kick-off. For most of them, the journey began hours earlier – arranging travel with friends, putting on a team shirt, posting pictures on social media and meeting in the plaza outside the venue. The 90 minutes of sport that follow are central, but what makes the day memorable is everything that surrounds it: the camaraderie, the rituals, the highs and lows shared with strangers who feel like family. ...