Why customers remember feelings, not processes
Try to recall the last flight you took. You probably don't remember the check-in queue minute by minute, or the exact wording of the announcements, or how many [...]
From map to action: making sure your journey map doesn’t end up in a drawer
A few years ago, I sat through a workshop where we spent three hours sticking coloured notes onto a roll of paper stretched across the entire meeting room. [...]
Moments of truth, or the handful of points that decide everything
A few years ago I sat in a meeting where marketing proudly presented how they'd improved "overall satisfaction with the customer journey" by three percentage points. It looked [...]
What is the customer journey in B2B and why does it differ from B2C
I’ll start provocatively: most customer journey maps (customer journey maps) that hang on walls in B2B companies today are useless. Not because they are poorly made. But because [...]
Onboarding as the most underestimated phase of the customer journey
I’ll start with a specific number that haunted me for a long time. Years ago, when I was doing CX at a SaaS company, we properly looked for [...]
CX without an owner does not work
Customer experience (CX) is often “placed somewhere” in organizational structures – under marketing, customer service, or product. In reality, however, it does not arise in any of these [...]
The fragmented customer, or the end of the illusion of the linear journey
Digital transformation promised a smooth, seamless omnichannel world. The reality, however, is substantially less elegant. Customers today move in a fragmented environment – they switch between channels according [...]
