A company’s relationship with its customers is about much more than improving product ratings or decreasing wait times. Understanding the customer journey is about learning what customers experience from the moment they begin considering a purchase, and then working to make the journey toward buying a product or service as simple, clear, and efficient as possible. At the center of customer experience is the concept of customer journeys. We used to discuss improvements of customer touchpoints, but we see when we also do analytical research that in order to satisfy customer needs, you typically need more than one customer touchpoint to satisfy a need. This could be to join a company, to pay a bill, or to change something in your address. As that is more than one touchpoint, it’s important that you as a company have the whole journey in sight. Then think about how you can improve this customer journey. The complexity comes when you go deeper and understand that companies are often organized in silos for multiple customer journeys. Therefore, this cross-functional collaboration is crucial for putting the customer need in the center and then working together in multiple areas of the company, be it the more sales-driven guys, the marketing guys, the operational guys, and even support areas like IT and finance, to then jointly work and improve this customer journey along the various touchpoints. Get the full story at McKinsey & Company