Podcast
Questions and Answers
What factors contribute to the custom calculations of energy savings?
What factors contribute to the custom calculations of energy savings?
What does the new journey compress according to the content?
What does the new journey compress according to the content?
Who connects with the live sales representative during the journey?
Who connects with the live sales representative during the journey?
What is indicated to be part of the energy-generation potential for the solar panels?
What is indicated to be part of the energy-generation potential for the solar panels?
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In the model presented, which term best describes the phase of potential customer engagement?
In the model presented, which term best describes the phase of potential customer engagement?
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What is the primary goal of best practitioners when enhancing a customer journey?
What is the primary goal of best practitioners when enhancing a customer journey?
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How does L’Oréal's app contribute to customer engagement?
How does L’Oréal's app contribute to customer engagement?
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What feature exemplifies journey innovation at Starwood?
What feature exemplifies journey innovation at Starwood?
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In what way does Delta Air Lines' mobile app enhance the travel experience?
In what way does Delta Air Lines' mobile app enhance the travel experience?
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What role does contextual interaction play in customer engagement?
What role does contextual interaction play in customer engagement?
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What is the main focus of the teams working within the airline model described?
What is the main focus of the teams working within the airline model described?
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Which of the following data points is NOT mentioned as part of the airline's customer analysis?
Which of the following data points is NOT mentioned as part of the airline's customer analysis?
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What method is employed by teams to improve customer interaction throughout the journey?
What method is employed by teams to improve customer interaction throughout the journey?
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What is the primary purpose of Kraft's expanded recipe app?
What is the primary purpose of Kraft's expanded recipe app?
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Why is it important for the airline to track individual performance of touchpoints?
Why is it important for the airline to track individual performance of touchpoints?
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How does the Airbnb app provide enhanced user experience according to the content?
How does the Airbnb app provide enhanced user experience according to the content?
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Which company is mentioned as having effectively used the described approach to customer interaction?
Which company is mentioned as having effectively used the described approach to customer interaction?
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What role do APIs play in the journey experience according to the content?
What role do APIs play in the journey experience according to the content?
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What feature does the Starwood Hotels app offer to enhance guest experience?
What feature does the Starwood Hotels app offer to enhance guest experience?
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What is a benefit of integrating with service providers in user journeys?
What is a benefit of integrating with service providers in user journeys?
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Study Notes
Spotlight on Digital Customer Engagement
- Companies are now proactively managing customer journeys, rather than simply reacting to them.
- This shift is driven by empowered consumers who have access to information and tools to dictate their desired experience.
- Consumers want what they want, when they want it, at a low price, and delivered conveniently.
- Companies like Sungevity are examples of firms successfully shaping customer journeys.
- Their journey focuses on personalized digital customer experience, from initial contact to installation and beyond.
Streamlining the Decision Journey
- Classic Journey: Customers extensively consider and evaluate options before committing or moving into a loyalty loop.
- New Journey: Focuses on eliminating the evaluation stage, quickly moving customers into the loyalty loop.
- Companies are streamlining customer decision journeys, focusing on a high-value experience and attracting customers.
Four Key Capabilities
- Automation: Digitizing and streamlining manual steps in a customer journey;
- Proactive Personalization: Using data from past interactions to tailor the next steps of the journey;
- Contextual Interaction: Adjusting the experience based on a customer's current location or context.
- Journey Innovation: Ongoing experimentation; identifying new opportunities to enhance and expand the journey.
New Journey Technologies
- Continuous Connection Capability: Maintaining an open link between the company and customer for continuous data collection about product use to guide ongoing customization.
- New Journey Analysis and Management Tools: Tracking and optimizing journeys across multiple channels.
- Widespread Adoption of APIs: Enabling disparate applications to communicate to improve journey management.
The New Journey Management Organization
- The new organizational structure is designed to facilitate managing customer journeys effectively, drawing on skills from various functions.
- A key role is the "Journey Product Manager" managing the entire customer experience as a product.
- A team of specialists (scrum teams) is organized to rapidly iterate and improve the customer journey.
Holding Journey Managers Accountable
- Journey management requires using appropriate metrics that gauge progress and performance, which tracks the evolution of investments and ROI.
- Financial metrics need to be considered to measure and allocate resources.
- Key aspects of accountability include customer satisfaction and tracking the performance of different partner functions.
- Metrics should track journey ROI, ongoing cost of delivery, generated revenue & profits, and the impact of innovations.
Best Practices for Journey Improvement
- The best practitioners aim to improve existing journeys by adding useful steps and features rather than just modifying existing ones.
- Companies frequently focus on narrow segments of customers to understand user preferences and usage patterns.
- Journey innovation and design are driven by the desire to create new value propositions for customers and increase engagement.
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Description
Explore the evolution of digital customer engagement and how companies proactively shape customer journeys. Learn about the shift from traditional evaluation stages to streamlined decision-making processes, emphasizing personalized experiences and customer loyalty.
