Defining the Customer Journey + Digital Transformation
Thinking of a customer’s interaction with a brand as a journey offers numerous benefits. At its most basic, it allows you to focus on improving the quality of each customer experience while considering how each touchpoint influences the experience at the next. While we often think of a the positive effects of digital transformation in terms of changes to the internal operations of a firm—eliminating the siloing of individual departments and tasks, for example—as a concept, its outward-facing application is no less relevant, and in many ways similar.
So, what are the steps you should take to define the customer journey, and how does it fit with digital transformation?