The importance of customer experience can’t be undersold. And while we ponder customer experience with given elements of the digital package, the focus must move wider to a view of the full customer journey.

What is the goal of the outbound media? What is the action that best fits each digital approach? What is the web site supposed to accomplish?

Considering the journey allows you to pinpoint the critical moments where you need to focus your attention. Ryan Lunka of nChannel encourages everyone to think in audience probabilities. Once X happens, what’s the next likely action or decision they could make. Then the next, and the next. Give them those next options rather than forcing them to hunt.

This sounds so simple but the work needs to be done or one good experience will be followed by a bad one. And the journey will end in a disgruntled bounce rather than a deepening relationship or sale.

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