Introduction
This article is wide, and the subject is about the journey that customers take when they interact with companies. interaction refers to all channels between the customer and the company. There are lot of ways that customers can interact with the company, for example those with human interaction like calls, fully automated channels like a website and those that are operated in physical locations like a store. The article also includes knowledge about customer journey orchestration (For example, what is it and how to achieve it) and lots of information about why the customer journeys are so important.
My thoughts
I chose this article because it looked interesting. I personally like to know and learn more about the journeys that customers need to take before they purchase something from different companies. It gives me the opportunity to see what type of things there are to do when starting own business. The journey is always different for every person but it’s nice to know the basics of the subject as a customer server.
The article doesn’t just give the knowledge of what people have to do to purchase what they want but also it tells them those journeys deeper meanings. For example, what the journeys mean to companies, why do companies keep track of the journeys and how do they do so. There are probably many reasons why the article writer chose to write this, but I personally think that they are trying to get people to understand a little bit about the companies inside work. Everything is not always what it seems and sometimes it is not so easy to get people what they want.
Interesting points
I think that one of the interesting points of the article was that journey orchestration is virtually useless unless we can understand customer intent (Hanne-Vaara, 2022, 14). I think it’s just interesting how the organizations must be able to interpret the signals emitted from millions of interactions and touchpoints in real-time to understand who is engaging, and, crucially, what they seek (Hanne-Vaara, 2022, 14). In my opinion it sounds very difficult and hard goal to reach. There are so many people, and everyone is different. You can’t please everyone.
Second interesting point was that most digital transformation projects focusing on customer journeys are fundamentally flawed and 82% of organizations claim that they have adopted a customer-led approach in their journey planning, when only 13% of brands have successfully achieved it (Hanne-Vaara, 2022, 8). If I understood this correctly, it’s just funny how organizations won’t admit that they can’t do something good or need practice something. It will show in their work.
Third interesting point was that customer journey orchestration ensures that every conversation that takes place after the sale – whether online or offline – are all logged and linked, and then shared with sales, service and marketing teams to enable them to keep customers engaged well beyond the sale (Hanne-Vaara, 2022, 11). I think this is very wise because if the customer comes back with a problem or something else, it’s easier when there is a recort of the purchase.
My conclusions
What I thought was most important in this article was that small things like how a customer ended up buying something are very important and a big part of businesses. I learned a lot from this article. for example I didn’t know that companies follow customers journeys. In my opinion it’s smart but maybe a little difficult sometimes. I liked the article very much. It had lots of good points and important information. I have to admit that I probably didn’t understand everything correctly, but I think I got a pretty good knowledge of the subject anyway.
References:
Hanni-Vaara. P. 2022. Why customer journey orchestration, 19.01.2023. Customer Journey Orchestration.pdf
