In this presentation, McKinsey talks about the massive shift happening in customer experience today from moments of truth to customer journeys. Customer journeys are a discreet set of interactions a customer has with a brand to accomplish a task.

Just think about all the ways you interact with a cable company when you’re setting up cable service — that’s a journey. Understanding and addressing those journeys, it turns out, creates real value for companies, much more so than fixing the performance of individual touchpoints.

As marketing and operations become more effective at working on journeys, and companies collect and analyze ever greater amounts of data, we’re going to see a whole new wave of value. Some companies are already starting to use this data to predict customer journeys very effectively.

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