Reflective Journal

LB5215 – Strategy and Leadership

Lecturer: Dr. Adrian Bradshaw

Assessment 1 – Article Review – Article 2

Tran Thi Phuc Thuan 12974676

Date of submission: 29 July 2014

Word count: 497

Duncan, E., Jones, C., & Rawson, A. (2013). The truth about customer experience.

The Lean Management Enterprise, Harvard Business Review, 55-65.

This journal article presents how important of managing customer journey, and why companies usually focus on individual interaction of customers. The authors emphasize that businesses should implant the customer journeys in their operating models by these four ways: First is Identify key journeys; Then, Understand the performance in each; next is Redesign and support those journeys; and finally, Change mind-sets to sustain the initiatives at scale. The organizations can achieve higher benefits through managing the customer journey fully, by focusing on increasing satisfaction for customers, reducing churn, increasing revenue and also greater satisfaction of employees. The companies would do their best with the individual transaction, also try to understand reasons deeply, focus on main causes, and give feedback to improve interactions both upstream and downstream. They would build a culture that can connect well the organization from top to bottom. This article is quite easy to understand, but re-reading is also necessary because it would help readers can have more times to think and build connections between the articles and their own experiences. The authors seem refer to what companies and customers think of as a ‘customer experience’. However, many customers do not think that their interactions with organizations in terms of experiences. For instance, Prada - is known as one of the most popular fashion brands (“The Top Fashion Brands,” 2012). Their products include clothes, leather products, luggages, hats and shoes for both men and women. Moreover, it is famous because of stylishly simple but sophisticated...