Gartner has identified that the new buyer’s journey encompasses three simple, but intimately related, parts: Buy, Own, and Advocate. In the article "Improve the Customer Experience by Knowing the (New) Customer Journey, Gartner analyst explains "Today’s customer buying journey spans buying, owning and advocating. It is progressive so that if brands do the right thing in the buy and own stage, they earn customer advocacy."
Connected Customer Experience
In “Driven to Delight: Delivering World-Class Customer Experience the Mercedes-Benz Way”, New York Times #1 bestselling author, Joseph Michelli, shares how Mercedes-Benz USA leveraged online and mobile tools to enhance the customer experience at all phases of the customer journey.
Brands rely on independent Distribution/Dealer network to deliver the desired Customer Experience, but have no control over dealership employees and bound by franchise/dealership agreements on what is required of dealers.
In today’s competitive market, customers demand professional support whenever and wherever they need help. Businesses also expect their support teams to work within multiple systems and quickly utilize various processes; all of which create barriers for customer to effectively obtain support for their products and services.