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Beyond Stage Models: Unveiling the Patterns of Customer Journeys for Better CX Investment


The challenge for customer experience (CX) leaders is to determine which touchpoints along the customer journey to invest in. An effective way to approach this is to think of customer journeys as continuous patterns of mental experiences traced over time.

Empirical studies have shown that experiences that improve over time and those that do not fluctuate but remain consistently positive are the most successful.

CX managers should collect higher-resolution data that unveils the underlying pattern of their customer journeys, avoid ‘yo-yos,’ leverage language, invest in later touchpoints, ramp things up and add a climax.

By creating the right patterns of experience in customers’ minds, CX managers can improve customer satisfaction, bolster sales and grow customer lifetime value.

To know more, please read this HBR article

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