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 [...]
Where companies actually lose customers
Most CX strategies today appear almost surprisingly symmetrical: we invest in awareness, optimize conversion funnels, fine-tune checkout. And then—silence. Once the customer pays, the organization’s attention drops dramatically. [...]
Micro-moments determine the customer experience
Most companies still invest energy in mapping “big” customer journeys: onboarding, purchase, service, retention. These maps have their place. The problem is that the actual customer experience is [...]
Silent customer signals determine their departure
Most organizations still base customer experience management (Customer Experience, CX) on explicit feedback — typically metrics such as NPS (Net Promoter Score), CSAT (Customer Satisfaction Score), or post-interaction [...]
