It’s About Optimizing Outcomes Not Touchpoints

customerexperienceThe Harvard Business Review often publishes insightful, leading edge articles, but over the last few years they have published a few articles suggesting a complete lack of understanding of process, or a belief their readers know little. The latest example is “The Truth About Customer Experience.”

The gist of the article is that optimizing touch-point experiences will not necessarily optimize customer experience. Wow, really? You mean optimizing each work cell in a process will not optimize a process? That is process management 101 and hardly leading edge.

Maybe because we have spent the last 15 years applying process management to marketing and sales, we have become snobs, but HBR is supposed to be leading edge thinking and this is just not anywhere close.

Do you disagree?


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