What is the optimal pattern of a customer journey?

While all managers should invest in customer journeys, how they think about the journey influences how they invest in it

Apr 4, 2023

Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touch-points along the journey should they invest in?

Key takeaways

  • One way to think of customer journeys is as continuous patterns of mental experiences traced over time;
  • Thinking of customer journeys as patterns raises a new set of productive questions, such as: Which patterns are most successful? And what features of those patterns lead to success?
  • Some have argued that the best patterns are smooth and frictionless, while others have made the case for patterns that fluctuate, given that they are likely to be more eventful and stimulating.

Get the full story at Harvard Business Review

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