Many companies recognize the importance of customer experience and emphasize a few select ""customer touchpoints."" But the authors of a new Harvard Business Review article suggest that this may not be good enough.
While individual touchpoints matter, what matters even more is a customer's complete, cumulative, end-to-end journey. Currently, few companies do an outstanding job of managing customers' cumulative experiences across multiple touchpoints.
In this interactive HBR webinar, co-authors, Alex Rawson, Ewan Duncan, and Conor Jones, share insights about the importance of managing the entire customer experience. They will describe what most companies do today and will provide examples of how a few leading companies are identifying and effectively managing a few ""key journeys."" They will also summarize the enormous rewards reaped when companies perfect managing the entire customer journey--including enhanced customer and employee satisfaction, reduced customer churn, increased revenue, lower costs, improved organizational collaboration, and competitive advantage.