A very interesting article, Competing on Customer Journeys by David C. Edelman and Marc Singer, presents an emerging marketing model. David uses the example of how his mapped journey with Sungevity Solar company made him a new and happy customer without him really needing to think about it, or evaluate competitors. The entire article is excellent, but the example about Sungevity will have you re-thinking your customers’ journeys and what that means for how you engage your customers.

Edelman and Singer explain that:

The explosion of digital technologies over the past decade has created “empowered” consumers so expert in their use of tools and information that they can call the shots, hunting down what they want when they want it and getting it delivered to their doorsteps at a rock-bottom price…

Rather than merely reacting to the journeys that consumers themselves devise, companies are shaping their paths, leading rather than following. Marketers are increasingly managing journeys as they would any product. Journeys are thus becoming central to the customer’s experience of a brand—and as important as the products themselves in providing competitive advantage.
They suggest how this can enable “a ‘loyalty loop,’ … a monogamous and open-ended engagement with the firm.”
(Harvard Business Review)

There have been many innovations that just never took off in stores, mainly because they didn’t add value to the customer shopping experience. Ben Davis explains what’s next in the future of customer experience in retail stores with examples such as indoor tracking with iBeacons, 3D body scanning and virtual reality. (eConsultancy)

Forrester Research found that across 94% of industries studied, the number one factor in customer loyalty is emotion, and how an experience makes a customer feel – ahead of effectiveness and ease. In this article Jason Wesbecher, the CMO of Mattersight, discusses the role that emotion plays in customer experience and its affect on customer loyalty. (Huffington Post)

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