China Dataset

In this article, the authors are interested in how companies manage the customer experience. This interest in the truth about the customer experience is due to the fact that an effective customer journey is a source of better customer satisfaction. With better employee satisfaction, who see the result of their work, and therefore ultimately more profits for the company. phone number list


Unfortunately, customer journey management is often overlooked in favor of touchpoint management . Instead of considering the customer experience as a whole, the authors find that companies tend to focus only on customer satisfaction after a specific contact, or after a series of contacts.

While a customer may be satisfied with the resolution of a recurring technical issue during a call, they will remain dissatisfied as long as the issue continues to occur. Customer satisfaction drops by 40% when considering journeys as a whole.

Focusing on the customer journey as a whole therefore means ensuring that we identify the underlying problems and understand their causes.

For the authors, redefining customer journeys can be a source of significant benefits and must be organized in 4 stages.