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From Touchpoints to Customer Journey: Seeing the world as customers do



Many companies prioritize customer experience by focusing on individual touchpoints or transactions with their business.


However, to genuinely improve performance, it's essential to view the experience from the customer's perspective throughout their entire journey.


Customer journeys encompass numerous events before, during, and after using a product or service. These journeys can be lengthy and complex, involving various channels and touchpoints over days or weeks.


Organizations that neglect to manage cross-functional, end-to-end experiences risk negative consequences, such as customer loss, increased call volumes, reduced sales, and decreased employee morale. On the other hand, companies that excel at providing a seamless customer journey can boost satisfaction, sales, retention, and employee contentment.


Get more insights at this article by McKinsey & Company

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