Chapter 3
Unstick the customer journey for massive win
Time to get into the doing by considering the customer journey and the touchpoints along it where understanding friction and reward can open our eyes to problems and to opportunities.
In this chapter we explore
- Customer journey mapping
- Defining touchpoints
- How friction and reward variables relate to real customer interaction with us
A new flexible friend
The friction vs reward metric is incredibly flexible; it provides insight that can generate huge pivots in the business and help innovate new approaches, categories and mechanisms. Day to day it is also brilliant when used to detect and then fix or exploit customer pain points and opportunities to improve across scenarios and touchpoints. ...
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