From CS-led Journeys to Customer-led Journeys

The customer journey significantly impacts business outcomes. Therefore, it makes sense to focus on optimizing it. This is where Shachar introduces the concept of moving from CS-led journeys to customer-led journeys.

One way to optimize the customer experience is to transition from what Shachar refers to as the customer success-led journey to a customer-led journey. On a CS-led journey, the CSM holds the map for customer success. The CSM guides the customer at each step, deciding timing and direction. However, this can create dependency, slow momentum, and lead to inefficiencies.

On a customer-led journey, the customer holds the map. They can navigate their own journey, empowered to take the steps themselves. The journey is personalized to their goals and preferences, making it easy to understand and follow.

By focusing on the customer, both the customer and the organization benefit greatly. The customer feels empowered, values the service, and takes sensible ownership. The organization can have more value-based interactions, increase efficiency, and achieve positive outcomes.

Shachar outlines three key principles for executing a customer-led journey:

• ‍Personalized: Design the program around the customer's motivations, needs, goals, and preferred channels for consuming information.‍
• Actionable: Provide clear action items at every stage so the customer knows what to do to achieve their desired outcome.‍
• Engaging: Surface information in a user-friendly and intuitive way, making it easy for the customer to progress.

In a world where we're competing for limited customer attention, it's crucial to maximize their motivation and minimize friction. Breaking down complex processes into bite-sized tasks, providing a head start, using humor, and creating an aesthetic experience can all increase motivation.

The IKEA effect shows that we place high value on products and tasks we help create. Allowing customers to contribute and collaborate on their success builds an emotional connection. Additionally, when customers set their own deadlines, they're more likely to meet them.

Familiar faces and personal connections can significantly influence customer behavior. Using videos and familiar faces in outreach can lead to more responses. Celebrate milestones in a personalized way to create positive associations.

In conclusion, building a customer-led journey centered around personalized, actionable, and engaging experiences can lead to increased motivation, customer accountability, and ultimately, business success. Remember to leverage psychological elements like sequencing, progress tracking, the IKEA effect, and personal connections to enhance the customer journey.