The customer journey is a concept that organizations increasingly seek to understand and delve into. This is beneficial for the company, what, with this concern, tends to stand out in the market; for consumers, who see their expectations met and feel valued; and, therefore, for the market in general
But I would like to reflect with you on the following: to what extent has the concern with the customer journey already transcended theory into practice? I am proposing that we reach this inquiry: where are the bottlenecks that prevent us from providing customers with a unique experience, in fact, in all phases of this relationship
I understand that the systems are one of the crucial bottlenecks. Digital transformation is already understood as essential, and not as a luxury or differentiator, however, it is possible to advance even further in this transformation when we talk about the relationship between the company and its audience
It is still common to see situations like this: a company invests significantly to present an attractive and innovative product or service to the market; bets on extremely successful promotional campaigns, recurring, inclusive, to influencers who bring attention to the brand, but… at the moment the consumer goes to make the purchase or contacts to clarify any doubts, the technological infrastructure cannot handle that demand
The contact channels are not properly integrated, the automation is flawed (if it even exists), the site does not support the increase in traffic, the inventory control is inefficient, and then the client cannot meet that need, that desire for which he was motivated by the beautiful, engaging, competent (and expensive) campaign. From the expectation of complete satisfaction to the reality of absolute frustration
The customer journey becomes, so, the worst possible. Not due to the company's ignorance of this importance, not by the lack of concern, creativity or skills to promote an engaging journey, but due to technical and technological insufficiency, that puts everything at risk
With this example, that unfortunately is not an exception when we analyze the reality of the market, I illustrate how organizations should pay attention to the incorporation of technology in their processes and workflows. Technological tools and functionalities should serve both internally and for the external relations of a company – among them, the promotion of the customer journey
Technological solutions must be integrated and form an innovation ecosystem to serve the proper functioning of the organization, of its viability and sustainability in the market, and the complete satisfaction of the consumer. This is the true digital transformation
By Miriã Plens, partner of the Irrah Group, that develops technological solutions for centralization and automation of contacts
