The Truth About Customer Experience
Companies have long emphasized touchpoints--the many critical moments when customers interact with the organization 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 organizations able to skillfully manage the entire customer journey reap enormous benefits: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction. To realize these benefits, companies need to embed customer journeys into their operating models, and a true competitive advantage goes to companies that get it right. Read this article to learn more.