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Digital Transformation - Customer Journey Maps and Actions

Companies often get stuck focusing too much on abstract customer journey maps rather than specific actions. They also make assumptions about what moments are most critical to customers based on limited data from operational silos. Adopting new technologies like customer data platforms can help give a single view of customers and enable real-time actions, but true transformation requires changing organizational processes to be customer-centric.

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Jorge Luis Serrano
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28 views2 pages

Digital Transformation - Customer Journey Maps and Actions

Companies often get stuck focusing too much on abstract customer journey maps rather than specific actions. They also make assumptions about what moments are most critical to customers based on limited data from operational silos. Adopting new technologies like customer data platforms can help give a single view of customers and enable real-time actions, but true transformation requires changing organizational processes to be customer-centric.

Uploaded by

Jorge Luis Serrano
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Digital Transformation: Customer Journey Maps on Actions

Extracted from: https://www.mckinsey.com/business-functions/operations/our-insights/the-need-for-resiliency

Many companies make these common steps when doing a Customer journey exercise:
a. Recognize customers and prospects across channels and touchpoints.
b. Interact with those individuals in a timely, personalized way.
c. Streamline and scale this engagement over time.

The problem with journey mapping is that too much time gets wasted on abstractions
about the journeys themselves, rather than specific actions that focus on how to realign
brand engagement activities and how to react to what's taking place as a journey is
happening.

So, how can companies ensure they are investing in the critical moments along the
customer journey that matter most? Like any professional or personal resolution,
transformation requires discipline, consistency, the thoughtfulness with the help of a
good advisor. Transforming how your business understands and interacts with its
customers in critical moments is no different.

Critical moments can be as simple as when a user provides an email address and
becomes an identifiable, authenticated person, or as complex as all the interactions in
aggregate that have an impact on the desired outcome. Regardless of how a company
defines its critical moments, chances are they are based more on assumptions of what
they think is important, rather than real evidence (a gap largely since many companies
have yet to establish a true single customer view).

Companies are getting stuck within the data and operational silos they create. Since
each system has its unique way of storing data and recognizing customers, departments
across the organization are forced to make critical decisions based on a partial view of
the customer, or wait on other teams (e.g., IT, data science, agencies) to consolidate,
normalize and segment the data for them, creating disjointed experiences for customers
and missed opportunities to win their business.

Technologies, such as customer data platforms (CDP), are explicitly built to enable
companies to leverage a single view of the customer and, critically, act on that data in
real-time across the journey. By integrating customer data and synchronizing it with
other systems in real-time, CDPs can help increase operational efficiency. Customer-
facing teams are no longer beholden to internal or external entities to dictate when,
where, and how they can use data to orchestrate individualized customer experiences.
Like any technology, however, a CDP isn’t a silver bullet to solve all customer experience
problems. That’s when changing an organization from functions to customer-centric
processes gets in place.

Operational silos and disconnected systems have long plagued companies in their quest
to identify and engage customers when and where it matters most. Successful customer
engagement transformation won’t come from adopting the next shiny mobile app, but
rather from changing the way the organization work.

You can contact me at https://www.linkedin.com/in/manuelbarragan/ if you need to


know how to be successful in your Digital Transformation journey.

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