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Improving CX Through Better Customer Journey Mapping


PHOTO:
Adobe
The customer journey begins when a prospective customer realizes that they have a need to fulfill, and ends either when they have satisfied their need through a brand, or more hopefully, it will never end, as they remain a loyal customer. A customer journey map looks at all of the interactions that a customer has with a brand as they progress through the marketing funnel across all of the brand’s channels, and it’s a vital key to improving the customer experience.
In our last journey mapping article we discussed the five phases of the customer journey: the brand awareness phase, the consideration phase, the purchasing phase, the retention phase, and the brand advocacy phase. We covered the advantages of creating customer personas, and mapping out each touchpoint in the different phases of the customer journey. Even more importantly, we talked about mapping out the pain points in that customer journey. Finally, we looked at visually displaying th ....

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What Innovative Experience Leadership Can Deliver in 2021


PHOTO:
Đức Mạnh
How can leaders deliver exceptional, engaging brand experiences in 2021 — especially after all of the disruption of the past year? Leaders must consider what employees as well as customers need and be willing to take a hard look at the context we find ourselves in after a rapid shift to online engagement.
We ve become more reliant on technology for work and personal tasks, and having more experiences without human interaction. That’s made many of us more impatient, because we can t interact in the ways that we once did, or in ways that we prefer.
There’s another big change happening, too: The convergence of customer experience and employee experience. ....

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