The recipe for success in creating frictionless customer journeys

Stephanie Burton
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Stephanie Burton: Expert Solution Consultant, Data & Insights, Adobe, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 10, issue 1, 42-50

Abstract: Customers now demand seamless experiences across all points of contact. To deliver on this expectation, organisations need a reliable marketing architecture for accurate omnichannel customer journey analysis. This allows them to identify and eliminate friction points that hinder customer satisfaction. However, disparate channels of data often utilise different customer identifiers, creating a challenge in unifying data for comprehensive analysis. By focusing on a strong customer identity strategy and leveraging technological advancements to seamlessly combine data at the individual level, organisations gain an advantage in crafting consistent and frictionless customer experiences. This approach follows a specific recipe, with key steps to identify and remove friction points. Professionals involved in creating or measuring omnichannel experiences will find valuable insights and practical tips within this paper, along with learnings from renowned customer-centric companies like Uber, Netflix and Amazon. Delivering consistently exceptional customer experiences allows companies to command premium prices, build long-term brand loyalty and solidify their reputation as truly customer-focused organisations.

Keywords: customer experience; customer journey; customer identity; frictionless; seamless; omnichannel analysis; cross-channel analysis (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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