客户旅程管理的未来

Closing the gap between insight and action, orchestrating what mattersmost and preparing for the next evolution of customer journeys Foreword Contents In this report, completed in partnership with CSG,a leading CX technology provider, readers willdiscover how to transition from knowing about a Customer experience (CX) professionals are at aninflection point. They are facing a period of tremendouschange marked by economic uncertainty, geopoliticalheadwinds and swiftly advancing technology that istransformational. All these changes are translating into Forewordpage 2 Practitioners and thought leaders from Netflix, UnitedAirlines, Michael Kors, Walmart and more will share theirfirsthand experiences. And case studies about real- Orchestrating what matterspage 6 To keep up with the changing times, CX professionals arewise to focus on the end-to-end customer experience, every detail that comes together to help build relationshipsand trust with consumers.CX Networkdefines customerjourney management as the process of optimizing Section 3Future-proofing the customer journeypage 9 Conclusionpage 12 With customer expectations increasing, companies mustshift from fragmented CX to cohesive and insight-drivenorchestration. Journey orchestration is an indicatorthat businesses must move quickly to omnichannel and About CSGpage 14 AboutCX Networkpage 15 IN THE NEXT SECTION:Learn how to translate customer data insights At the root of customer journey management is data.Understanding how to bridge the gap between insightand execution is vital to survival in the new world ofconsumers. After all, organizations collect vast amounts The need to execute effectively seems more importantthan ever. The arrival of generative artificial intelligence (AI)has impacted CX in ways big and small. Andrae Kirkland,a thought leader and former lead tech program manager expectations against the best they’ve encounteredanywhere, and digital channels amplify both positiveand negative experiences instantly. Companies Indeed, effective customer journey management,which provides the tools to recognize what’shappening in real time, coordinate across channels and AI has made improving the customer journey simpler for CXleaders. It comes down to knowing when and how to usethe technology. To continue to build on that relationship “The gap between CX strategy and executionhas become a competitive liability,” says EbrahimHyder, vice president Customer Care at Michael “Execution on strategy is so important to customerexperience now because customers notice how aninteraction feels in the moment, not what sits in a slide,”says Ashlea Atigolo, co-founder of INATIGO, a research,innovation and generative AI company. “In financialservices, I have watched voice to text, generativesummaries and natural language assistants speed up “Having a strong strategy is essential, butwithout effective execution, even the best-laidplans can fall short. Execution ensures thatthe organization’s vision translates into real,tangible improvements for customers. It buildstrust, drives loyalty and differentiates brands From knowing to doing The lesson is that closing the gap between insights andaction requires thoughtfulness. Dan Hartman, directorof CX product management at CSG, says that the data As a result, the CSP saw dramatic improvements to manykey performance indicators (KPIs), according to CSG: A case study in execution A global communications service provider (CSP) offersan example of moving from knowing to doing thatillustrates the importance of customer journeymanagement. This CSP wanted to make the mostof the information it had that would allow it to send 111 percent increase in email engagement. “Too often, brands build a dashboard for everythingthat could possibly be measured, which is a huge wasteof effort and can send teams down the wrong rabbitholes,” he adds. “So, the key to turning insights to actionis designing your insights around the actions you want to 336 percent increase in upsell success. Efficiency is a buzzword in CX today for goodreason. Customers want companies to be responsiveand to problem solve as quickly as possible. In other “Speed matters because you’re trying to become moreproactive and stop problems as you discover them – and Recognizing patterns can help. Hartman offers step-by-step instructions for scanning all experiences across From knowing to doing “Customer journey analytics can make this a cinch to getgoing: Plug in your digital channels and see the patternsof what’s broken in your customer experiences andwhat’s not. From there, you have to act quickly,” he says. behooves leaders to heed the messages customers sendand to address common breakdowns in the journey, marketplace. Especially now, as customer expectationsevolve quickly, the ability to execute well on strategy can “Execution matters now because scale magnifiesgaps,” says Montserrat Padierna, customer insightsand analytics lead at Walmart Cana