Connect your solution to the customer journey

Summary: The Launch That Fell Flat’ explores the costly mistakes of Payment Anonymous when launching its new invoicing solution. Despite a massive marketing push, the product failed because the company built it without truly understanding their customers. In contrast, Klarna succeeded by focusing on the customer journey, iterating based on real needs, and creating demand before scaling. This article highlights the critical lesson: successful businesses don’t just launch products, they connect their solutions to the customer journey by building ecosystems that naturally guide customers toward adoption, long-term engagement and ambassadorship.

Summary: At Payment Anonymous, a small group of employees discovered a groundbreaking Unique Selling Proposition (USP), an innovative integration of physical retail within online shopping. This solution was low-cost, low-risk, and high-reward, with strong customer demand. However, despite its potential, leadership dismissed the idea because it did not originate from the top. The result? The company lost top talent, missed an opportunity for market leadership, and reinforced a culture where hierarchy stifled creativity. This story serves as a cautionary tale about how rigid control and top-down decision-making can kill innovation, while companies that trust and empower their employees are the ones that shape the future.

Summary: In today’s competitive market, businesses that focus on delivering well-managed solutions aligned with the customer journey experience not only increase customer satisfaction but also drive sustainable growth and profitability. Research shows that satisfied customers are more likely to become loyal brand ambassadors, driving organic growth through referrals and loyalty. This article explores the business case for connecting solutions to our customer journeys, the role of well-managed portfolios, and how habit-forming products create long-term value.

Summary: Caring about the customer journey boosts sales and creates loyalty. The story of Reseguiden is an example of how customer centric organizations obsess over the customer journey as a strategy to grow their business. Where a big impact can come from small efforts.