A recent Harvard Business Review article took a closer look at what really drives better performance when it comes to customer experience. The article, The Truth About Customer Experience, made a startling claim: “Touchpoints matter, but it’s the full journey that really counts.” Really?
For years, companies have focused on moments of truth, trying to get each and every touchpoint and channel experience right. When companies added email, they looked for the best solution, set up a dedicated team to handle it, and optimized performance around it. At the time, this was a sound approach. The problem is that Web chat probably came on board soon after email. Then, along came social and mobile. All implemented with the same approach, and often managed by different departments and parts of the organization!
Over time, focusing only on moments of truth and optimizing individual touchpoints and channels has led to high customer effort, disconnected, and impersonal experiences for customers. The HBR article goes on to say that, “the narrow focus on maximizing satisfaction at those moments can create a distorted picture, suggesting that customers are happier with the company than they actually are. It also diverts attention from the bigger—and more important—picture: the customer’s end-to-end journey.”
What happens when you get customer journeys right?
The good news is that companies that do deliver a great experience across the customer journey perform better. Whether it’s across channels, touchpoints or individual interactions, companies that deliver personalized and seamless experiences across the end-to-end journey typically realize lower cost, higher profits and higher levels of customer satisfaction. But, don’t just take my word for it. Take a look at some stats from a recent McKinsey presentation about the impact of customer journeys and how customers use multiple channels, which stated:
- 56% of all customer interactions are part of a multi-channel/multi-touch sequence
- 67% of unsatisfied customers used 1-2 touchpoints/channels to meet their needs
- 77% of satisfied customers used 3+ touchpoints/channels to meet their needs
Still worried about moments of truth? You should be. But, with the wide range of channels and touchpoints in use today by customers worldwide, it’s time to focus on the end-to-end customer journey too!
If you’d like to learn more on this topic, including how companies can bring their channels, touchpoints and interactions together into a single customer experience platform environment, watch our on-demand webinar titled Unleash the Power of Customer Experience.
Thanks for reading!