Where should the focus be when measuring and improving customer journeys?

The focus should be on areas with the best potential for ROI and quality because this allows organizations to prioritize improvements that will have the most significant impact on customer journeys. By identifying opportunities that can enhance the customer experience while also delivering value to the business, organizations can effectively allocate resources to initiatives that drive success.

Measuring and improving customer journeys is about understanding customer needs and expectations and then addressing those areas that will yield the best outcomes. Focusing solely on operational costs may lead to short-term savings but could compromise service quality and customer satisfaction in the long run. Competitor benchmarks provide insights but should not be the sole focus, as each organization has unique customer journeys that need tailored improvements. Eliminating all customer requests would fundamentally negate the purpose of a service-oriented approach, as it counters the goal of understanding and meeting customer needs.

By concentrating on areas with the highest potential for return on investment and quality, organizations can foster better customer relationships, improve loyalty, and ultimately drive sustainable growth. This strategic focus aligns well with the principles of ITIL 4 and emphasizes the importance of value co-creation in service management.