Commentary
Customer journey analysis is not new, although customer experience management is relatively new. The identification, optimization and management of touch points that lead to action by a prospect or customer challenges brands, budgets and companies in today’s internet world. Even so, earning a customer and retaining them is a journey animal health pros discuss and debate.
Each animal health pro provides touch points and impressions in a customer’s journey. Julian De Freitas’ article covers research and data on which patterns are most effective and where customer experience managers can invest their resources for the best possible customer experience outcomes.
De Freitas’ assertions about creating the right patterns of experience in customers’ minds provides an opportunity to think about how we invest ourselves and resources to influence customer decisions.
Source: Harvard Business Review, March 31, 2023. Link.
Beyond the traditional sequential stages . . . another way to think of customer journeys is as continuous patterns of mental experiences traced over time.”