The through-line – A common thread

Examples of topics to explore together

Each quarterly forum dives deep into one topic within commerce. Boardroom for Commerce provides the facilitation – the participants provide the content.

The customer journey begins before the visit

The customer journey begins before the customer knows they are going to buy.

Self-service is not the absence of a relationship

Digital self-service: efficiency gain or loss of relationship?

Checkout is a decision, not a step

Checkout is where trust is tested – not where the order ends.

The order is not the end, it is the beginning

After the purchase, the relationship is decided: status, deviations and predictability.

Loyalty and lifecycle

Loyalty is not a programme – it is the sum of experiences over time.

The organisation behind the customer journey

The customer journey always reflects the organisation behind it.