Harvard Business Review: The Truth About Customer Experience
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Business leaders and support technicians across industries are tasked with enhancing the customer experience at every touchpoint, but this focus can create a distorted picture.
Companies have long emphasised touchpoints' the many critical moments when customers interact with the organisation on their way to purchase and after.
But this focus can create a distorted picture, suggesting that customers are happier with the company than they actually are. And it distracts from the more important picture: the customer's end-to-end experience.
In their research, the authors - partners at McKinsey - have found that organisations able to skillfully manage the entire customer journey reap enormous benefits: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction.
To realise these benefits, companies need to embed customer journeys into their operating models, and a true competitive advantage goes to companies that get it right. Download the whitepaper to learn more.