Podcast
Questions and Answers
What is the primary action companies are taking in response to empowered consumers?
What is the primary action companies are taking in response to empowered consumers?
Which company is mentioned as an example of managing the customer journey effectively?
Which company is mentioned as an example of managing the customer journey effectively?
How are retailers and service providers attempting to regain control over the customer experience?
How are retailers and service providers attempting to regain control over the customer experience?
What role does big data play in digital customer engagement?
What role does big data play in digital customer engagement?
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What is characterized as a central aspect of the customer's experience of a brand?
What is characterized as a central aspect of the customer's experience of a brand?
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Which of the following best describes the modern empowered consumer?
Which of the following best describes the modern empowered consumer?
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What is one way companies create new value for brands and buyers?
What is one way companies create new value for brands and buyers?
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What advantage do companies seek through the use of emerging technologies?
What advantage do companies seek through the use of emerging technologies?
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What does the app do when a customer considers a new style?
What does the app do when a customer considers a new style?
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What action does a customer take to see how a look appears on her face?
What action does a customer take to see how a look appears on her face?
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How does the app determine which products to recommend to the customer?
How does the app determine which products to recommend to the customer?
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What is the primary role of data analysts in managing customer journeys?
What is the primary role of data analysts in managing customer journeys?
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What do operations managers primarily oversee in the customer journey?
What do operations managers primarily oversee in the customer journey?
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What happens after the customer places an order?
What happens after the customer places an order?
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How do marketers contribute to the customer journey?
How do marketers contribute to the customer journey?
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What type of content does the app display to illustrate new makeup styles?
What type of content does the app display to illustrate new makeup styles?
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When the customer opts for a complete look, what does the app do?
When the customer opts for a complete look, what does the app do?
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What is a characteristic of scrum team members in relation to their functions?
What is a characteristic of scrum team members in relation to their functions?
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What additional feature does the app provide after the order is delivered?
What additional feature does the app provide after the order is delivered?
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What is a key function of the journey product manager in the customer journey?
What is a key function of the journey product manager in the customer journey?
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Which of the following best describes the role of product managers in the customer journey?
Which of the following best describes the role of product managers in the customer journey?
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Which retailer does the customer select to complete her order?
Which retailer does the customer select to complete her order?
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What do data analysts measure regarding customer interactions?
What do data analysts measure regarding customer interactions?
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In the context of customer journeys, who is responsible for personalization?
In the context of customer journeys, who is responsible for personalization?
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What primary shift in strategy are companies experiencing in consumer decision journeys?
What primary shift in strategy are companies experiencing in consumer decision journeys?
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What was the result of Sungevity's customized journey strategy?
What was the result of Sungevity's customized journey strategy?
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What is meant by a 'loyalty loop' in consumer decision journeys?
What is meant by a 'loyalty loop' in consumer decision journeys?
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What does the term 'streamlining the evaluation phase' imply in the context of consumer journeys?
What does the term 'streamlining the evaluation phase' imply in the context of consumer journeys?
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Which factor contributed to the success of cutting-edge consumer journeys as mentioned?
Which factor contributed to the success of cutting-edge consumer journeys as mentioned?
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What characteristic defines the journey strategies developed by leading companies?
What characteristic defines the journey strategies developed by leading companies?
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What common marketing approach from the past is contrasted with modern journey strategies?
What common marketing approach from the past is contrasted with modern journey strategies?
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Which element is crucial for companies to understand while designing consumer journeys?
Which element is crucial for companies to understand while designing consumer journeys?
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What is the primary purpose of engaging consumers in the extended consideration phase?
What is the primary purpose of engaging consumers in the extended consideration phase?
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What role do references from nearby home owners play in the customer journey?
What role do references from nearby home owners play in the customer journey?
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How does the interaction with Sungevity impact the customer’s journey?
How does the interaction with Sungevity impact the customer’s journey?
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What happens when a consumer completes the evaluation phase?
What happens when a consumer completes the evaluation phase?
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What is one potential outcome of an effective consideration and evaluation phase?
What is one potential outcome of an effective consideration and evaluation phase?
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What does the term 'loyalty loop' refer to in the consumer journey?
What does the term 'loyalty loop' refer to in the consumer journey?
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What aspect of the interaction with Sungevity helps in reducing consumer apprehension?
What aspect of the interaction with Sungevity helps in reducing consumer apprehension?
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What can occur if a consumer chooses to disregard the evaluation phase?
What can occur if a consumer chooses to disregard the evaluation phase?
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What role does the journey product manager primarily focus on?
What role does the journey product manager primarily focus on?
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What is a key activity that the team collaborates on for enhancing customer interaction?
What is a key activity that the team collaborates on for enhancing customer interaction?
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How is the company’s focus shifting with respect to product investments?
How is the company’s focus shifting with respect to product investments?
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Which new essential skills must companies develop to enhance customer connections?
Which new essential skills must companies develop to enhance customer connections?
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What does the cooker app service specifically provide to customers?
What does the cooker app service specifically provide to customers?
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What type of firms does the component on customer engagement particularly benefit?
What type of firms does the component on customer engagement particularly benefit?
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What is a major goal of the customer community the team plans to support?
What is a major goal of the customer community the team plans to support?
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What primary technology team is associated with the journey product manager?
What primary technology team is associated with the journey product manager?
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Study Notes
Digital Customer Engagement
- Digital technologies have empowered consumers, allowing them to easily research, compare, order, and receive products.
- Companies are shifting from reacting to consumer desires, to proactively managing customer journeys.
- Companies are now creating more compelling and customized journeys for customers, managing their experience as a product.
Streamlining the Decision Journey
- Classic Journey: Customers engage in a longer consideration and evaluation phase before purchase or moving to a loyalty loop.
- New Journey: Customers move immediately into the loyalty loop, reducing or removing the evaluation phase.
- Companies are becoming more adept at managing the entire customer journey, from initial consideration to purchase and loyalty.
Four Key Capabilities
- Automation: Digitization and streamlining of steps in the journey, replacing manual processes. Example: digital check deposit, or ordering a TV.
- Proactive Personalization: Using customer data to customize experiences. Example: Amazon's recommendations and intelligent reordering system.
- Contextual Interaction: Adjusting the journey based on where the customer is in their experience. Example: displaying boarding passes at the airport or offering relevant product updates on a retail site.
- Journey Innovation: Continuously finding new ways to enhance and expand customer relationships, offering new value propositions. (Example: integrating services with other providers like integrating Delta Air Lines' travel management app with Uber)
The New Journey Management Organization
- A new organizational structure optimized for managing and improving customer journeys.
- Crucial Roles: Chief Experience Officer (CXO) or Chief Digital Officer (CDO) is responsible for overseeing customer interactions across all functions. This role also requires an experienced Journey Product Manager (or similar) to manage specific product journeys.
- Cross-Functional Teams: Teams including designers, developers, data analysts, operations staff, and marketers working collaboratively to streamline and enhance each stage of the client's journey.
Holding Journey Managers Accountable
- Companies need to track both traditional and specialized metrics to evaluate the efficiency and effectiveness of a company's customer journeys.
- Journey managers should be answerable for financial metrics (i.e. ROI of products), as well as customer satisfaction with the overall journey.
- An important part of evaluating a journey is the way different internal company functions interact with customers.
- The new journey manager acts as the "product manager" for a journey and has overall accountability for the product journey and ROI.
Best practices for creating and managing custom journeys
- Companies strive not just to optimize existing journeys but also expand them with new useful steps and features.
- It is critical for companies to understand the nuances of customer behavior in order to be proactive at providing solutions.
- Companies need to constantly monitor and respond to patterns and behaviors on a large scale as well as the individual experiences.
- To be successful, companies need to continuously experiment and optimize their consumer journeys.
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Description
Explore the transformation in customer engagement driven by digital technologies. This quiz highlights the shift from reactive to proactive management of customer journeys, emphasizing key capabilities like automation and personalization. Assess your understanding of how companies are adapting to streamline the decision-making process for consumers.
