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Managing Customer
Value Journey
There to major approaches
to managing the customer value journey:
① A step-by-step process
for attracting, converting and
retaining customers.
② A holistic approach to
customer experience management (CXM)
focused on
customer value creation and delivery.
The former approach is
primarily for beginners and lifestyle firms. The latter
one is practiced by
market leaders and aspiring business champions.
Whichever approach you
choose, you need to develop a strategy and a process
that walks customer throughout the value journey,
guiding and encouraging them whenever required, and
giving them some extra value to
amaze them and exceed their expectations.
People buy
benefits and
solutions to their problems. The more
help you provide your customers to fill the gap
between their needs and wants and your solution, the
more value you add to them, which differentiates you
from your less helpful competitors. |
