It is a year ago since McKinsey released this article - but the sentiment and advice contained in it remains absolutely spot on today. Several customers I see within Financial Services are well on their way with the focus advocated here and have made huge strides in this time. Others are still struggling to adopt the methodology described in this report and put the customer journey (not just the touchpoints) at the centre of their decision making processes. A fascinating time to be involved in this sector.
Companies that create exceptional customer experiences can set themselves apart from their competitors. What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers. This CEO guide taps the expertise of McKinsey and other experts to explore the fundamentals of customer interaction, as well as the steps necessary to redesign the business in a more customer-centric fashion and to organize it for optimal business outcomes. For a quick look at how to improve the customer experience, see the summary infographic.