Satisfaction, effectiveness, and ease are the classic vectors of customer journey mapping. This makes sense - what customer shopping for clothes or trying to get a bank account set up wants more difficulty? - but there’s a problem: companies worldwide are getting much better at the basic elements of customer experience. High call resolution rates and removing obstacles to sale has become the floor, not the ceiling.
This is especially obvious if you look at China. Key sectors like fintech and retail are deeply evolved and brutally competitive, constantly pushing forward on every front. The mechanics are...