People are empowered with tools for learning about, finding, and purchasing products like never before. And even beyond the purchase, the incentive to share their experience of a product or service has never been higher, nor the capacity to do so easier.
Brands and businesses are fast learning that, rather than just reacting to the journeys that consumers devise for themselves, there's a role for them in shaping their customers’ path to engagement. They know they must define, design, and refine their customers’ journeys to attract them and keep them.
The opportunity to lead rather than follow lies in customer experience (CX) planning. CX planning is about uncovering experiences that provide value to both the customer and the brand, and providing the framework to make the experiences customers want a reality. And the insights gained in the process offer a view of your product or service through a lens that is distinct–and as necessary as any other.
Marketers are increasingly managing journeys just as they would any product. They’re learning that, by providing value to their customers in this way, those customers will stay loyal. And executives are understanding more clearly the continuum between customer experience, behavior, and business outcomes.
We help our clients create customized experiences so finely tuned that, once consumers get on the path, they are unlikely to consider competitors. See how CX planning is delivering for clients in three industries–healthcare, foodservice, and higher education–in our free report:
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