The Customer Process: The Five Things You Need To Know Now

Recently, Esteban Kolsky (who also posted this on his blog), Brian Vellmure and Krissy Espindola were summarized in a white paper from NICE based on their roundtable discussion on The Customer Journey: The Five Things You Need To Know Now. No, I’m not planning to dismantle it. But, what I’d like to do is put my twist (and expand) on this topic in order to more completely address (in my opinion) the challenges of companies that want to become customer-centric; but default to mental models that don’t really separate them from the pack. It’s one thing to be really good at what you do, it’s altogether another thing to do the right thing; even if you don’t do it all that well at first. This is more about service innovation, and not surprisingly, I have a slightly different take on the world.

As a quick recap of my thinking, customer journeys take a look at your current service and the experiences that your customers have as they execute the journey. We can find places where they are unhappy…