CE (customer experience) is a personalized perception of the customer within a context. And that context is often the context of the customer journey at that moment. Historical information is one thing but not necessarily helpful. Historical information grafts the "persona" type but does not address the reason for the journey of today. As AWS is doing, promoting another book of the same genre might be annoying. In that case, the CE is negative.
Important is to understand the context through measuring. For example, the intent of the customer in their current journey is important to understand; based on that, you know that it might be not smart to come up with a similar book or washing machine. To measure the intent, a new type of journey is necessary: collaborative, with questions or suggestions and the customer choose or answers and based on those selections/answers in the conversation, the CSP measures the intent of the customer.
And this intent information led to more data what should be added to the insights. When the journey stops without result, later on that insight of the intent might be a useful fact in a conversation. It can help driving the personalized conversation options and apply those in a personalized journey.
2) 1.1.5 The organization makes it enjoyable for the customer to fulfil their needsWhat does "enjoyable" mean? It's not that the UI is easy to understand for customers?
Enjoyable reflects that a customer journey brings a form of fun. The journey should create a conversation that makes it ease and enjoyable to fulfill the journey discussion (digital channel or with the agent) till the outcome is reached.
"Enjoyable" can be realized with formats of gamifying the journey. However, "enjoyable" is also an aspect of the outcome. When the outcome is not enjoyable, then the customer perceives a poor customer experience. And an enjoyable outcome is depending on the customer's context. For example, enjoyable is when the journey outcome organizes your digital life better. Or it gives a form of entertainment, or safety feeling. All this is context and that belongs to a better insight of the customer.3) 1.1.8 Social engagement with and between customers is enabled to encourage brand loyalty.What is "social engagement"? How is it different from social ties?
Social engagement is a form of gamification in the journey. The journey engagements stimulate the customer to connect with friend/family via social media regarding the journey context and outcome. Keep in mind, a journey is there to generate business value (revenue); social engagement is an option that stimulates the business value. You create a chance that the revenue might increase. The link to friends/family is a form of campaign that should be followed up by another journey to see how the friends/family intents can be fulfilled.Flexible Customer Journeys are the key for increasing the revenue (MRR), reducing the churn, stimulating renewal, and follow-up with campaign engagement.The journey builds constantly on new intents and enrich the insights for a future decision in the personalization.
Hope this increase your insight understandings,Arnold BuddenbergOrange Innovation