The customer experience is “the new marketing battlefront”. Executives regard it as a primary basis of competition and plan to increase spending on it by 35% in the coming years (The CMO Survey 2020).
The increased focus on the customer experience has many organizations improving the consumption journey of their products and services. Consumption is tightly woven into our lives, but consumers are ultimately goal-driven, not consumption-driven.
If organizations are going to differentiate themselves they need to understand the “job” the consumer is trying to accomplish and work to create the optimal consumer job journey.
In this webinar, Business Professor Lance Bettencourt Ph.D. will walk you through the newest research on customer journeys and the inputs needed to create value for your customers.
Lance A. Bettencourt, Ph.D., is the Associate Professor of Professional Practice at the TCU Neeley School of Business, a service innovation consultant and speaker with many of the world's leading companies. He is the author of Service Innovation (McGraw-Hill 2010) and several papers on service and innovation best practices in Harvard Business Review, MIT Sloan Management Review, California Management Review, and others.