Nicolas Maechler, Kevin Neher, Robert Park
Companies need to recognize and address the fact that—at least, in most cases—they are simply not wired to naturally think about the journeys their customers take. They are wired to maximize productivity and scale economies through functional units. They are wired for transactions, not journeys.
Content: Quotation | Authors: Kevin Neher, Nicolas Maechler, Robert Park | Source: McKinsey Quarterly | Subject: Customer Related
From Touchpoints to Journeys: Seeing the World as Customers Do
To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey.
Content: Article | Authors: Kevin Neher, Nicolas Maechler, Robert Park | Source: McKinsey Quarterly | Subject: Customer Related