Is there a relationship between competitiveness and customer journeys? A November 2015 article in the Harvard Business Review by David C. Edelman and Marc Singer entitled “Competing on Customer Journeys ” answers this question in the affirmative.
David C. Edelman is a digital marketing leader at McKinsey & Co.
Marc Singer is a director in McKinsey & Co.’s customer engagement practice . vietnam whatsapp data
This article focuses in particular on the subject of customer journeys in the digital revolution. Consumers are increasingly alert about products, but also more aware of the benefits they can get from them.
They are now able to do their research on their own and determine exactly what they need.
The authors therefore propose to change perspective, and to start to really consider the customer journey. We talked about it in a previous THINK&SELL , the customer journey has become almost as important as the product itself, and many companies are starting to treat it as a product... in its own right!
So we're going to contrast reactivity and proactivity once again. Rather than being reactive to the journeys that customers trace for themselves, companies are just beginning to trace these journeys in advance.