The optimism of #Purpose & science of #design in forging #digital customer experiences! Opinions my own!

Consider a customer journey.

A journey is a string of interactions, by a persona.

While we measure before and after, and say we’ve improved NPS and CES, that’s a false dipstick. The sum and snapshots of interactions must all be taken into account.

Easier said than done, and as technology increasingly avails, we are able to install micro barometers peppered throughout the defined customer journey. 

Many have attempted, and perhaps back 5-10 years ago, it wasn’t entirely feasible. Imagine the millions of permutations per customer, per episode per journey – the many “strains” of customer life cycles intertwined.

Imagine, the ability to put up buoys, beacons and omnichannel dipsticks in each of these episodes, forming lattices in the experiential fabric. The organisation quickly becomes attuned to “sensing” customer pulses. Every customer interaction emanates, some brighter some faint..we have to listen to all frequencies.

A customer could walk in a store, go digital and call in; all before a product purchase. We need to know if he or she is happy in all these interactions. Meaning we have to stitch all these string of pearls together! It’s actually only possible with a highly evolved digital platform. On top of that, we need co-creation of these experiences with brands aligned to purpose.

An organisation’s worth is then better, more naturally described by a finite set of episodes and journeys.. that we can put a $ tag to; and in so fixing the string of correlated pain points, our efforts are more orchestrated, focused and efficient.

As Simon Sinek puts it, play the infinite game!