What must the customer journey ensure for the service consumer?

The customer journey should ensure that key service consumer risks are identified and addressed because effective risk management is a critical component of delivering value to consumers. By recognizing and mitigating potential risks, organizations can foster trust, enhance customer satisfaction, and build stronger relationships. This proactive approach ensures that any issues that may impact the customer experience are managed appropriately, helping to create a smoother, more reliable service delivery process.

While immediate fulfillment of requests, maximal discounts, and uninterrupted service are important aspects of service delivery, they do not capture the holistic view of managing the customer experience throughout their journey with the service. Addressing risks helps to create a stable and supportive environment where consumers feel valued and safe, which is vital for long-term engagement and loyalty.