Digitizing Customer Journeys

In McKinsey.  Recently took a broader look at this method.

Digitizing customer journeys and processes: Stories from the front lines
By Chandana Asif, Jiro Hiraoka, Tomas Jones, and Prerak Vohra

A compelling customer experience has evolved from a nice-to-have to a necessity in many industries. Winners use standout experiences to attract and retain business while reducing servicing costs and complaints. The rewards can be substantial, but execution is complex, requiring a complete reinvention of customer journeys and supporting processes.

Radical though this may sound, “reinvention” is no exaggeration, because digitizing existing processes is seldom if ever the solution. Instead, successful transformations begin with a zero-based redesign of the customer experience of a given task, such as opening an account or renewing a service. That involves ignoring everything the company already has in place and asking, “What would be the best possible experience a customer could have when completing this task?” .... "