What is a key driver of the experience a customer has while interacting with a company?

The complexity of the customer journey serves as a key driver of the experience a customer has while interacting with a company because it directly influences how smoothly and efficiently customers can navigate their interactions. A simpler and more streamlined customer journey typically leads to a more positive experience, as customers can easily find information, obtain assistance, and complete transactions without unnecessary barriers or confusion.

When the customer journey is complex, it can lead to frustration and dissatisfaction, as customers may struggle to understand the steps they need to take or find the resources they require. Reducing complexity, therefore, can enhance customer satisfaction and loyalty, making it a crucial focus for companies aiming to improve overall customer experience.

In contrast, while internal process costs, customer surveys, and having multiple contact persons can impact customer interactions, they do not fundamentally shape the primary experience in the same way that the structure and clarity of the customer journey do. Each aspect plays a role, but the complexity of the journey fundamentally determines how intuitive and pleasant the customer's interactions will be.