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Overcoming Roadblocks to Journey Intelligence: Part 4 – Do Nothing

March 31, 2021

Journey intelligence is a holistic view of the customer journey that enables rapid and informed decision-making to improve CX and business outcomes.

Traditionally, understanding customer journeys has been very complex, difficult, and expensive to achieve. But it doesn’t have to be. Help your company embrace journey intelligence by learning the common roadblocks that can arise and how to address them.

Roadblock #4: Do Nothing

The biggest roadblock to any business initiative is almost always inertia.

Of course, doing nothing is rarely if ever a pathway to growth and customer satisfaction. However, it is a choice that companies actually make every day.

Calling it a “choice’’ may be an overstatement.

Few executives sit down, open their computers, and plan a careful do-nothing strategy. They drift into it by default. When things seem to be going more or less satisfactorily, we all get tempted to keep doing what we are most accustomed to. However, the long-term impact can be disastrous.

Take a couple of well-known historic examples: US Airways and Blockbuster. These two giants both assumed that past success was a guarantee of future performance. But the world changed around them: Customers became more demanding both for price, quality and innovation. Now the companies are two great symbols of corporate failure.

What does this mean for you?

The main lesson is that the “do nothing by default” strategy can creep up on you.

Suggestions

  • Take a look at your current customer experience strategy and ask if you are assuming a future that is simply a repetition of the present.
  • Continue to actively ask “What if?” questions and always remember that customer expectations are constantly changing and that those who opt to “Do Nothing” don’t survive.

The biggest roadblock to any business initiative is almost always inertia. Of course, doing nothing is rarely if ever a pathway to growth and customer satisfaction. However, it is a choice that companies actually make every day.

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