Today the SSD community gathered to discover how to build a desired customer experience. While many companies have taken steps to define a remarkable and differentiated journey for their customers, significant gaps often exist between the “as-is” and “to-be” experience.  John Zuk, a Principal with Waterstone Management Group, discussed some of the pitfalls that companies face when building the structure and capabilities needed to deliver their desired customer experience as well as accelerators that can help deliver results more quickly.

So many customers fail to really understand their customer’s journey. Many of us have case studies about our customers but case studies don’t tell the whole story. One of the best story telling tools we have is Customer Journey Mapping. It tells the story of the customer experience from initial contact, through the process of engagement and into the long-term relationship.