Innovating the customer journey


Innovating the customer journey

29 Sep 2022
The Future of CX & Personalisation
Innovating the customer journey

Many organisations have a sustained focus on the creation of frictionless customer experiences when devising how their customers can interact with the brand throughout the buying process for goods and services. In fact, people are cognitive misers; they prefer to expend as little mental effort as possible when making a decision, as such, creating simple ways to shop makes good sense. However, a cautionary note should be sounded about making things too frictionless. Easy and frictionless can very easily slip into dull, forgettable, indistinct and ineffective. Darren Savage from Tribal Worldwide will make the case for brands to move away from the short-term optimisation approach to CX, which is not nearly as effective as it could be. Instead, he will argue for designing the brand in the same way to customer experience, making sure the inside of an organisation is aligned on your common objectives.

Darren Savage, Chief Strategy Officer - Tribal Worldwide
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