The customer journey maps that companies use to attract, win, and keep customers degrade quickly because customer preference and purchase criteria change rapidly. To respond to the rapid pace of customer change, companies need to measure the customer experience frequently, if not continuously, across all channels.

1. How to Keep Your Customer Journey
from Passing Its Sell-By Date
PERSPECTIVES VOLUME 8
Tonya McKinney
Principal, Head of CX Innovation and Products, Enterprise Solutions
Dave Anderson
Global Managing Partner, CX Strategy & Transformation Services
Copyright © 2017 Tata Consultancy Services LimitedJanuary 2017

2. Customer
preferences and
purchase criteria
change quickly
Shelf Lives are Getting Shorter
Companies take
years to define
customer journeys
and don’t design
for rapid change
Companies can build
dynamic and
responsive journeys
by frequently
measuring customer
experience across
all channels

3. 3. Technology
innovation
Customers are used to
a faster pace of adoption
of new technology,
and expect to use
newer mobile phones
and features
1. Information
Free and open market
information, social
media, and consumer
forums put power in the
hands of the customer
2. Social influence
Purchase decisions are
now influenced by
recommendations and
peer reviews, and not so
much by companies
4. Market influence
What happens in other
industries now
determines the rules of
competition
Drivers of Customer Experience

4. 1. Customers frequently move between channels
in their interactions with your company
2. Customers seek and provide
information on your products from
channels you don’t control or contribute to
3. Customers go off the map, creating their own
journeys because your offer is too rigid
Three Signs of a Stale Customer Journey

5. Monitor Frequently, if not Continuously
Monitor
customer
experience KPIs
more frequently
Ensure journeys,
and initiatives
based on them,
are on track
Measure and benchmark
how frequently decision
criteria are changing in
your industry

6. Understand the
changes taking
place
Build systems
and processes
and train people
to adapt
Use dynamic
journey mapping
to orchestrate
workflows and
trigger changes in
the journey
Employ AI and
machine learning
to identify
changes in
customers’
purchase criteria
Deploy Dynamic Journey Maps

7. Create infrastructure
that’s responsive to
insights
People, processes,
platforms, and data
will be impacted
Monitor behavior in
real time and turn
insights into action
Adapt to the speed of
change and build
virtuous circles
Create an Agile Customer Journey

8. How fast do your
customers’
expectations change?
You need to change
just as fast.
Frequently monitor
customer preferences
and experience to
understand what to
change, where to
change it, and when.
Don’t just optimize
specific touch points;
customers engage with
you through integrated,
cross-channel journeys.
Keep Up With Your Customers

9. Copyright © 2017 Tata Consultancy Services Limited
How to Keep Your
Customer Journey from
Passing Its Sell-By Date
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