Read the summary and the most important questions on Competing on Customer Journeys A3MCM

• 1 Introduction

• What is the problem regarding the reaction of firms around the empowered consumers of today, who due to technology can easily research and compare goods/services?

  Companies are continuously reacting to their needs and wants.

• What is the solution, according to the article, to the problem that companies are following customers on their digital journeys?

  Companies can use technologies, processes and organisational structures to lead their customers.

• What will customising customer journeys lead to? (name two things)

  1. Earn Loyalty; 
  2. Gain Competitive Advantage.

• What is the suggested strategy of the article to achieve customised customer journeys?

  Superior journeys feature: automation, personalisation, context-based interaction and ongoing innovation.

• How do you achieve a successful superior journey?

  To achieve this companies must treat journeys like products that are built and supported by a cross-functional team led by a manager responsible for the journey's business performance.

• What is the result of companies taking on a new way of thinking in which they shape the paths of their customers rather than following the customers?

  Journeys are becoming central to the customer's experience of a brand.

• 2 The New Customer Journey

• What is the essence of the new customer journey that is discussed in the article? Opposed to the old journey?

  There is a shift in strategy from reactive to proactive.

• How is the essence of the new customer journey portrayed towards the customer?

  The customised experience of a consumer is so refined along the path that customers are permanently engaged.

• 3 Four Key Capabilities for Superior Journeys

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• Shifting from a consumer merely buying a product to managing a permanent customer journey requires 4 capabilities, which are these?

  1. Automation; 
     
  2. Proactive Personalisation; 
  3. Contextual Interaction;
  4. Journey Innovation.

• What does the step Automation entail?

  Digitisation and streamlining steps in the journey that once were manual. Letting customers perform journey processes quickly with ease that were first complex. = the foundation for stick journeys.