In my experience, those who succeed are those who approach the task of designing the customer journey as an organizational project and not just as a pure marketing project.
\nIt’s a task that encompasses the entire organization, because it’s the company’s DNA and purpose that we need to make sure is evident in every touchpoint the customer experiences.
\nAnd it’s not just on digital platforms, it’s also the experience at the front desk, the sales letters, the cleanliness of the company cars – and we could go on and on. <\/p>\n
The bottom card is the most important<\/strong><\/p>\n If you want to succeed, you should look at the process like building a house of cards. The key word is awareness! <\/strong><\/p>\n Are you able to make your employees aware of which culture (and thus behavior) is important to communicate?
\nThe bottom card in the house is the most important if it is to last.
\nSo in an organization, it’s important that it’s not only in management that we “agree” on what our customer journey should look like, we must ensure that the WHOLE organization is involved, understands – and feels – what it is we want to achieve and give to our customers. <\/p>\n
\nI often find that these types of projects are “designed” at the management level and communicated afterwards.
\nThere is rarely room to work with the culture, create dialog and interpretation – let alone work with concrete examples, which for most people makes such a journey much easier to work with. <\/p>\n
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