I MODERATED a panel and joined as a panelist too in a recent event that focused on the financial services/banking industry. In particular, we discussed how one could take the customer journey base to digital and in effect how the resulting customer experience would look like in a virtual world. It was an interesting conversation to say the least.
In the line of work we do, designing customer journey maps or going through the exercise of taking a step back and thinking of all those customer touchpoints that your customer go through to get your product and service I must say is the most critical baseline you can create in starting your transformation journey. The customer journey map is, of course, unique to each persona as each persona or segment will have a different experience. The map that results out of this exercise will allow the organization to then assess where are the delight points - or similarly the points that do not delight - paving the way to see opportunities to transform.
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