了解从客户旅程到客户体验的转变

The Gist 要旨

• CX shift. Transitioning from customer journey to customer experience is crucial for brand loyalty and growth. Prioritize emotional connections in today’s competitive landscape.
  CX 移位。从客户旅程到客户体验的转变对于品牌忠诚度和增长至关重要。在当今的竞争格局中优先考虑情感联系。
• Journey essentials. Seamless customer journeys require clear navigation, frictionless transactions, and personalized touchpoints to foster positive feelings and brand loyalty.
  旅途必需品。无缝的客户旅程需要清晰的导航、无摩擦的交易和个性化的接触点，以培养积极的感受和品牌忠诚度。
• ROI benefits. Investing in customer experience leads to increased loyalty, advocacy and revenue. Businesses must focus on emotional resonance and personalized interactions.
  投资回报率的好处。投资于客户体验可以提高忠诚度、拥护度和收入。企业必须注重情感共鸣和个性化互动。

The transition from customer journey to customer experience (CX) reflects a fundamental truth: in today’s customer-centric world, the journey is just as important as the destination.
从客户旅程到客户体验 (CX) 的转变反映了一个基本事实：在当今以客户为中心的世界中，旅程与目的地同样重要。

The sequence of a customer’s interactions with a brand is known as the customer journey, but businesses need to start thinking about the CX, which is the emotional and qualitative culmination of all those interactions.
客户与品牌互动的顺序称为客户旅程，但企业需要开始考虑客户体验，这是所有这些互动的情感和质量的顶峰。

There has been a paradigm shift in the way businesses interact with their customers with the shift from customer journey to customer experience. Organizations can create stronger bonds, encourage brand loyalty, and promote sustainable growth in a more competitive environment by placing a high priority on CX excellence.
随着从客户旅程到客户体验的转变，企业与客户互动的方式发生了范式转变。通过高度重视卓越的客户体验，组织可以建立更牢固的联系，鼓励品牌忠诚度，并在竞争更加激烈的环境中促进可持续增长。

Let’s listen to industry experts, embrace innovation, and steer toward CX mastery.
让我们聆听行业专家的意见，拥抱创新，并掌握客户体验。

“The journey is important,” explains Maya Malik, a customer experience consultant, “but it’s only one piece of the puzzle.”
“旅程很重要，”客户体验顾问玛雅·马利克 (Maya Malik) 解释道，“但这只是拼图的一小部分。”

“The journey is important,” explains Maya Malik, a customer experience consultant, “but it’s only one piece of the puzzle.”
“旅程很重要，”客户体验顾问玛雅·马利克 (Maya Malik) 解释道，“但这只是拼图的一小部分。”

So, what truly matters is how customers feel during their interactions.
因此，真正重要的是客户在互动过程中的感受。

• Are they frustrated?  他们感到沮丧吗？
• Are they delighted?  他们高兴吗？
• Are they empowered?  他们有权力吗？

Understanding the Shift 了解这种转变

Think of the journey as a map; it outlines the route. The experience, however, is the actual walk, filled with sights, sounds and emotional responses.
将旅程想象成一张地图；它概述了路线。然而，体验是真正的步行，充满了景象、声音和情感反应。

Mapping the journey helps identify touchpoints, but understanding the experience reveals if those touchpoints resonate with customers or create roadblocks.
绘制旅程图有助于识别接触点，但了解体验可以揭示这些接触点是否与客户产生共鸣或产生障碍。

What Is the Voice of the Customer?
客户的声音是什么？

“We used to solely track website visits and purchase numbers,” admits David Lee, director of marketing at a leading tech company. “But by listening to customer feedback and analyzing sentiment data, we realized the journey wasn’t as smooth as we thought. Frustrating checkout processes and unresponsive customer service were creating negative experiences.”
“我们过去只跟踪网站访问量和购买数量，”一家领先科技公司的营销总监 David Lee 承认。 “但通过听取客户反馈和分析情绪数据，我们意识到旅程并不像我们想象的那么顺利。令人沮丧的结账流程和反应迟钝的客户服务正在创造负面体验。”

Key Elements of a Seamless Customer Journey
无缝客户旅程的关键要素

A smooth and frictionless customer journey is the foundation upon which exceptional customer experiences are built. Just like a well-paved road makes the journey enjoyable, a well-designed customer journey ensures customers reach their destination effortlessly, fostering positive feelings and brand loyalty. Let’s explore the key elements that pave the way for a seamless customer journey:
顺畅、无摩擦的客户旅程是构建卓越客户体验的基础。就像铺好的道路让旅程变得愉快一样，精心设计的客户旅程可以确保客户轻松到达目的地，从而培养积极的情感和品牌忠诚度。让我们探讨一下为无缝客户旅程铺平道路的关键要素：

1. Clear Visibility and Navigation
1.清晰的可见性和导航

Imagine a journey with unclear directions and confusing detours. A seamless customer journey prioritizes clarity. Customers should easily understand their options, find the information they need and navigate between touchpoints intuitively. This requires user-friendly website design, intuitive app interfaces and consistent signage across physical locations.
想象一下一个方向不明确、弯路混乱的旅程。无缝的客户旅程优先考虑清晰度。客户应该轻松了解他们的选择，找到他们需要的信息并直观地在接触点之间导航。这需要用户友好的网站设计、直观的应用程序界面以及跨物理位置的一致标牌。

2. Frictionless Transactions
2. 无摩擦交易

Waiting in endless lines or struggling with complex checkout processes can turn any journey sour. A seamless customer journey prioritizes ease and efficiency. This means streamlined purchase processes, self-service options where appropriate and responsive customer service readily available to address any hiccups. Remember, convenience fosters positive sentiment and encourages repeat business.
无休无止的排队等待或复杂的结帐流程可能会让任何旅程变得糟糕。无缝的客户旅程优先考虑轻松和效率。这意味着简化的购买流程、适当的自助服务选项以及响应迅速的客户服务可以随时解决任何问题。请记住，便利可以培养积极情绪并鼓励回头客。

3. Personalized Touchpoints
3. 个性化接触点

A one-size-fits-all approach rarely fits anyone. A seamless customer journey personalizes interactions at every touchpoint. This involves recognizing returning customers, recommending relevant products based on past purchases and tailoring communication to individual preferences. Remember, personal touches create a sense of value and connection, differentiating your brand in a crowded marketplace.
一刀切的方法很少适合任何人。无缝的客户旅程使每个接触点的交互变得个性化。这包括识别回头客、根据过去的购买情况推荐相关产品以及根据个人喜好定制沟通。请记住，个人风格可以创造一种价值感和联系感，让您的品牌在拥挤的市场中脱颖而出。

4. Consistent Omnichannel Experience
4. 一致的全渠道体验

Today’s customers seamlessly switch between channels — online browsing, mobile app interaction and in-store visits. A seamless customer journey ensures consistency across all touchpoints. This means brand alignment, data synchronization and a unified customer experience regardless of the channel chosen. Remember, omnipresent consistency builds trust and reinforces brand identity.
如今的客户可以在渠道之间无缝切换——在线浏览、移动应用程序交互和店内访问。无缝的客户旅程确保所有接触点的一致性。这意味着无论选择何种渠道，品牌一致性、数据同步和统一的客户体验。请记住，无处不在的一致性可以建立信任并强化品牌形象。

5. Proactive Communication and Support
5. 主动沟通和支持

Being left in the dark during a journey can be unsettling. A seamless CJ prioritizes proactive communication and support. This means keeping customers informed throughout the process, anticipating potential issues and offering timely assistance before problems arise. Remember, proactive engagement demonstrates care and builds trust, creating a positive brand impression.
在旅途中被留在黑暗中可能会令人不安。无缝 CJ 优先考虑主动沟通和支持。这意味着在整个过程中让客户了解情况、预测潜在问题并在问题出现之前提供及时帮助。请记住，主动参与体现了关心并建立了信任，创造了积极的品牌印象。

6. Seamless Recovery and Feedback
6. 无缝恢复和反馈

Even the best journeys may encounter unexpected bumps. A seamless customer journey prioritizes smooth recovery and valuable feedback. This means having efficient mechanisms to address complaints, offering fair resolutions and actively soliciting feedback to identify and address pain points. Remember, learning from every interaction allows you to continuously improve and refine your CJ for future travelers.
即使是最好的旅程也可能会遇到意想不到的坎坷。无缝的客户旅程优先考虑顺利恢复和有价值的反馈。这意味着拥有有效的机制来解决投诉、提供公平的解决方案并积极征求反馈以识别和解决痛点。请记住，从每次互动中学习可以让您不断改进和完善您的 CJ，以适应未来的旅行者。

By weaving these key elements into your customer journey, you create a path paved with convenience, personalization and proactive support. Remember, a seamless customer journey is not a destination, but rather the foundation upon which exceptional customer experiences are built, leading to loyal customers and lasting brand success.
通过将这些关键要素融入您的客户旅程，您可以创建一条充满便利、个性化和主动支持的道路。请记住，无缝的客户旅程不是目的地，而是构建卓越客户体验的基础，从而带来忠诚的客户和持久的品牌成功。