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Do you tackle customer journey improvements as a disciplined practice?

February 9, 2022 by Lori O'Grady Filed Under: Newsletter

I apply a paradox or two from tennis to how I look at customer journey improvements.

In tennis it’s important to play one point at a time. What seems contrary is we’re also told that some points are bigger than others. Serve. Advantage. Game Point. Match Point. Championship point.

I was also taught to bring all my shots up to a consistent level. The paradox – use your weapons, know your best shot, and use it to its best advantage. Federer’s serve. Nadal’s power. Ashleigh Barty’s athleticism.

So how can we use this analogy to improve our customer’s experience on their journey with us.

I believe It directly translates into the following guidelines:

  • Some touchpoints on the customer journey are bigger than others, do more at these points.
  • Create a consistent level of quality in every touchpoint, not just the big ones.
  • Know your company strengths and utilize these when you engage with customers.
  • Focus on one touchpoint at a time. One customer at a time.

In my latest blog post, I expand on these ideas with examples.

>>> Head over here to read the post.

I know that it can be a lot to implement all at once. If we approach customer journey improvements as a disciplined practice, we can evolve each touchpoint over time.

And like most practices, we get better by doing, learning, and tweaking. One touchpoint at a time.


Do you like this topic? You might also enjoy these blog posts:

  • Towards a consistent level of excellence in all customer touchpoints
  • Do we seek data questions or answers?
  • Customer engagement is an indicator of future engagement

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Get your free guide to the top KPIs marketers track to show success on the customer journey.

Sign up to our mailing list and we’ll send you the free guide “Key Metrics by Journey Stage“. Tracking KPI by a journey stage gives you insight into actions that achieve business results. For the benefit of both the customer and your business.

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