The Customer Journey analysis gives insights on how consumers experience processes. Customer processes that run across multiple channels must be well designed and aligned with each other. There are two crucial questions to ask in this case:
To what extent do consumers become happy with what the organisation has designed for them?
To what extent is the organisation itself able to achieve its goals through the designed process?
In this session you will see examples of what happens when customer and organisational goals don’t match. You’ll also find out more about the back-stories and get some ideas on what you yourself could do in such situations.
Martin Groen
User Experience Consultant at Virtual Affairs
Martin Groen is a user experience consultant at Virtual Affairs who has been active for the last 11 years in creating online and offline interactions and customer experiences. He has worked at NS and Tieto, and taught at De Haagse Hogeschool. Martin advises organisations in the energy, finance, health care, and retail industries on how to optimally align customer needs and organisational goals.
