A study by Bain & Company found that 80% of companies believe they provide a superior experience, but only 8% of customers agree. This gap is considered the single most important success factor for a business today. It requires all parts of an organization to be aligned, optimizing interactions with prospective and repeat customers. It’s no small task. A deep understanding of your customer is a necessity. Mapping the lifecycle of a customer breaks it down into individual steps, allowing you to tailor the message and appropriate call-to-action.
An organization-wide shift from “customer service” to “customer experience” is necessary to gain and maintain a competitive edge. Though small businesses may feel challenged to compete with the standards of top brands, these nimble organizations are capable of quicker implementations and adapt to evolving strategies more easily.