Links for 2010-12-03
- Using Customer Journey Maps to Improve Customer Experience [Harvard Business Review – Nov 15, 2010] – A customer journey map is a very simple idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. The more touchpoints you have, the more complicated – but necessary – such a map becomes.
- Understanding Customer Experience [Harvard Business Review – Oct 28, 2010] – “Customer experience” has become a very commonly used phrase in recent years, but like “innovation” and “design” it is actually difficult to find a clear, commonly-held definition, even though many businesses see improving their customer experience as a competitive differentiator. How we can really improve something if we can’t even define it? This is the first in a series of posts looking at customer experience – what it encompasses, how to structure it, how to approach and improve it.
- Touchpoints Bring the Customer Experience to Life [Harvard Business Review – Dec 02, 2010] – In this installment we’ll look at a framework for understanding how your organization supports the customer throughout that journey. This is accomplished by orchestrating touchpoints – a touchpoint being any interaction point between the customer and your brand.