A customer centric organisation: from touchpoint thinking to journey thinking

Mini-Guide

Only by looking at the customer’s overall experience along the entire journey, you can start to understand how to improve customer and business performance. Customer journeys have become key for winning organisations. They are the baseline on your path towards true customer centricity.

Focus on the journey

Research has shown that companies that perform best on journeys have a more distinct competitive advantage than those that excel at touchpoints. Companies merely focusing on improving individual interactions, miss the bigger and more important picture: the customer’s overall experience along the journey.

In other words, customer journeys matter. They have become key for winning organizations. Thinking about customer journeys instead of single interactions requires an operational and cultural shift.