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From touchpoints to journeys: Seeing the world as customers do

Airport complaints are an excellent lens through which to view the new emphasis we need to bring to the entire customer journey, rather than focusing on single – often disjointed – touchpoints.

For our full article on the customer journey, please visit: http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/from-touchpoints-to-journeys-seeing-the-world-as-customers-do

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From touchpoints to journeys: Seeing the world as customers do

  1. 1. CUSTOMER AIRPORT TOP TEN The ten worst elements in customer satisfaction COMPLAINTS
  2. 2. NUMBER Confusing layout of security-screening checkpoint 10COMPLAINT
  3. 3. NUMBER Chaotic check-in and bag-drop process 9COMPLAINT
  4. 4. NUMBER Lengthy security-screening process 8COMPLAINT
  5. 5. NUMBER Not knowing how long any event will take 7COMPLAINT
  6. 6. NUMBER Complete lack of seating after security screening 6COMPLAINT
  7. 7. NUMBER Difficulty in finding ground transportation after arrival 5COMPLAINT
  8. 8. NUMBER Jammed, dirty bathrooms 4COMPLAINT
  9. 9. NUMBER Unfriendly security personnel 3COMPLAINT
  10. 10. NUMBER Almost impossible to find way around 2COMPLAINT
  11. 11. NUMBER Having to wait with nothing to do 1COMPLAINT
  12. 12. Creating value through transforming journeys CUSTOMER EXPERIENCE To provide customers with a distinctive experience, an organization must unite around the goal of meeting customers’ true needs. The effort can power a vast amount of innovation.

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