I believe the switch to thinking in and steering from customer journeys to possibly be the most important challenge faced by organizations today. They have not been designed for this structure, and the customer-centric approach regularly requires them to think outside of their own boxes. And that is tricky these days, with all the existing […]
In yesterday’s blog I described how you can simply apply customer journey steering in practice, in 7 steps. However, you require many other disciplines within your organization in order to do so successfully. So how does it work? This blog gives 7 tips to help you spread the enthusiasm within your organization. 1. Convince the […]
Customer engagement. This is a term which I often encounter, and immediately wonder why we need another new term. Because in my opinion, it is just that: a new term. It is certainly not a new concept, let alone a new underlying challenge. Upon googling ‘customer engagement’, I read: ‘speedy, simple, personal service over all […]
In the beginning… Somewhere around late 2006, in the middle of the first phase of my doctorate study, I spent a couple of years looking at customer centricity. I’d just written an article on complaints management. Slowly but surely, I began to be convinced that complaints are actually specific and negative customer signals. At which […]
In my first blog in which I discussed effective steering of customer experience, I introduced a model containing 3 elements: customer satisfaction, customer contact and customer signals. In this blog, I’d like to share my experience with the design of surveys to measure the steps taken in the customer experience journey. By doing so, I […]
