Brands must identify the critical points within customer experience to remove any friction.
This piece suggests steps that could help businesses become market leaders in customer experience. Companies must determine the most critical spots within the customer experience. This can help brands do away with as much friction as possible.
Marketers must gather consumer insights to be able to prioritise experiences and identify the points of friction that need attention first. In terms of building the experience, the author recommends a data-driven approach to prioritisation which takes into consideration whether key stakeholders are aligned or not.
Businesses must aim to measure and record customer experiences on a regular basis and follow it up with consistent improvements. This would be ideal as the market shift over the years has moved towards “quick-win optimisation.”
[4 minute read]