I believe that getting the Consumer Decision Journey right will provide you with competitive advantage in your industry or category. That is, if you make it a core competence and stay ahead of competition by doing so. But what does it take to build a key-competence in Driving the Consumer Decision Journey?
Today I would like to get back to the omni/multi/cross-channel theme in Customer Experience Management, for I’m seeing some hard to get rid of “myths” that I feel need to be “busted”..
A couple of days ago Joe Pine tweeted on how the new European Union needed ‚my’ (and your) help on the Public Consultation about the „Experience Economy” as an emerging industry. Time to write about the limitations of current Customer Experience thinking & practice.
In my post “Don’t Take The Customer Decision Journey For Granted” I argued that it is time we start putting our money where our mouth is and really dig into helping Consumers make their purchase decisions. Not an easy task, if only for the myths that surround the theme.
One of the biggest challenges in business is to lead a fundamental change based upon a real shift in mindset or logic. Tom Asacker’s new book “The Business of Belief” gave me plenty of food for thought on my approach towards change and leadership.
If we judge marketers by their (customers’ ) actions we could come to the conclusion many take the Customer Decision Journey for granted. And it’s highly questionable if predictive (online) analytics is the best solution. So, what could you be doing?