Using customer journey discovery to optimize the customer experience

Using customer journey discovery to optimize the customer experience

Sven-Olof Husmark |November 9 2013 2 min

Designing a solution that provides the means for a personalized and seamless journey is a challenge. If you can incorporate a holistic approach into a wider Customer Experience Management strategy that covers all areas of your store, branch, or hospital design, from doorstep to service, then it will have a major impact on your bottom line.

When a customer comes to visit a store, a branch, or a hospital, they go through a journey. The journey comprises a set of experiences. Those experiences shape how the customer will react as you deliver your messages and offer them different products and services. That journey is crucial to maximizing the value of your customer’s visit.

Customer Flow Management (CFM)

Customer Flow Management

A methodology that can be used to decode the customer journey is Customer Flow Management (CFM). CFM allows an organization to systematically manage the customer journey from the very first to the last customer touchpoint. The methodology connects the virtual and real-world to create outstanding and consistent customer journeys through all channels. CFM stresses the importance of planning and monitoring the customer’s entire visit, also capturing data and information at each point of contact with a member of staff or self-service point to manage the operation and drive efficiency.

Managing the customer journey, be it with a traditional queue management system or mobile solution, is an integral part of CFM, and compared to many other process-led business improvements, CFM is a measure with clear and tangible benefits.

But perhaps its most important benefit is the impact it has on something invaluable, yet largely intangible: 

Your customers’ experience of your brand.

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Sven-Olof Husmark

Sven-Olof Husmark

Vice President & Chief Marketing Officer, 2013-2017.

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