Nowadays banks are closing branches, retailers are going digital, and meals can be ordered through apps. One would almost forget that there are still touchpoints outside the digital world. And all those contact moments with customers have impact on the overall customer experience.
Michael Henshaw and Bruce Kasanoff wrote in their book, Smart Customers, Stupid Companies, about the importance of customer experience. Besides the digital experience, they mention the static experience and human experience. All should meet the expectations of your customers, and should be in line with each other. Your customers often cross multiple channels in one transaction, in the pursuit of one single goal. Their journeys aren’t linear, nor logical. They are intuitive, context driven, and omni-channel. So if you haven’t mapped those journeys yet, you need to start now!