Holistic perspective of a customer journey
For our client, we had to take a holistic viewpoint of the customer experience. We had to extensively evaluate the topic along the customer journey and capture all stakeholders and touchpoints that an end customer may interact with in sales and after-sales.
The following questions were particularly important: How can we present the optimal customer experience at all times and how can we make customer and user journeys as well as the experience itself traceable?
So we took the customer’s perspective and tried to standardize existing studies and approaches of our client’s company.
The customer journey was split into phases and analyzed from the customer’s perspective according to a multi-layered working model, the so-called 5-level framework. Measures and work packages were then derived from this. It was then transferred to a knowledge database for further processing in the company.
Three questions for
Volker, Mercedes-Benz
Consulting,
Customer Experience
What was challenging for you during the project?
A customer journey includes everything. There are numerous stakeholders, and it’s very complex.
What is the take-away for you personally?
You always have to take the perspective of the end customer. Everything else is derived from this.
What does the future have in store?
End-to-end processes and take-off sites onnline-to-offline and offline-to-online at all times.