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When the Customer Journey Fails (and the Importance of Ongoing Review)

The customer experience. It’s top-of-mind for most companies these days–and with good reason. Search the news to find more than a few analysts, experts, and others sharing observations and advice. They all agree: customers prefer a journey that is as effortless as possible.

And speaking of journeys, consider travel. A trip–be it for business or pleasure–involves stitching together many different services such as one or more airline flights, auto rental, and hotel stay. Each of those services independently is vying for customers and striving to provide the best possible experience within their own domain. Some services are so bold as to connect the transition points in a customer’s journey to further demonstrate value and attention to the experience.

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