Company founders and C-level executives strive to establish and leave behind a lasting legacy in their industry. But in the Digital Age, running on legacy technology systems is both costly and risky for business.

2020 heralds a reinvigorated and deeper investment into user engagements and the customer experience (CX). Traditionally, customer communication management (CCM) has focused on transaction-oriented documents, messages, etc., as an operational necessity as opposed to being considered an essential and core component of the customer experience.

You can identify and address customer experience (CX) gaps by mapping out critical customer journeys to see what works and what doesn’t from the customer’s point of view. To do this, you need to take a close look at very specific customer/company interactions, starting with the ones that most directly impact your business objectives and/or potentially contribute to customer experience gaps that lead to customer attrition.

At Topdown, we’re not in the business of mapping customer journeys. But as customer communications management (CCM) solution providers, we are in the business of improving customer experience (CX) throughout the customer life cycle – particularly on the service and retention side of the house. And since customer journey maps help focus customer experience improvement efforts, we are very familiar with them.

The only way you’ll ever be able to identify and address customer experience (CX) gaps is by mapping out critical customer journeys to see what works and what doesn’t from the customer’s point of view. To do this, you need to take a close look at very specific customer/company interactions, starting with the ones that most directly impact your business objectives and/or potentially contribute to customer experience gaps that lead to customer attrition.

We've discussed the customer life cycle quite a bit, referring to the entirety of a customer's relationship with your company, from discovering your brand to purchasing a product or service, to using the product or service, to sharing about the experience and beyond. You should always be aware of that overall life cycle, along with all the people, processes and technologies that service customers at each touchpoint along the way.