The notion of customer journeys has been around since the 1990s. But up until now, delivering end-to-end consistency and personalization across every customer touchpoint has eluded many companies. As many raced to deliver the best customer experiences with the arrival of the 2000s, companies often focused too narrowly on individual interactions and how they interfaced with different parts of the business.

But this approach misses the bigger picture: the end-to-end customer experience. As customer service organizations took a step back and looked at the actual journeys that customers were taking to complete a purchase or resolve a payment dispute, the cracks in the overall experience became more clear.

To see how common customer journeys can easily get broken, see the McKinsey video below, featuring Senior Partner Alex Singla:

McKinsey: What is a Customer Journey?

Fast forward to today, however, and customer journeys are improving. Omnichannel contact centers are effectively blending customer communications across voice, email, web, mobile, and social media. This cross-channel management and visibility across all touch points used by customers is helping agents carry out better individual interactions and is contributing to a better overall customer journey.

Now, customer journey analytics is taking the experience to the next level. By collecting and analyzing more customer data from more sources—and taking action on it at just the right moment in the customer journey—companies can achieve improved personalization and better business outcomes. This includes bridging the personalization gap with artificial intelligence and machine learning and improving sales conversions with predictive analytics.

Can your company benefit from better customer journeys?

To find out, read the complete McKinsey piece on how to transform the customer experience with better customer journeys.