Issues outside the product

Users experience products as part of a larger journey that includes the various stages of the end-to-end customer lifecycle. Even if a product is designed well, users remember how they first became aware of its existence, what the experience was like when they tried to gather information about it, and then register or subscribe. Users also recall how pleasant their interactions were when they spoke with the company's representatives for help or to renew their subscription. Companies that fail to understand how their customers feel, think, and behave throughout this journey run the risk of introducing friction outside the product. This friction can lead to negative feelings such as frustrations, confusion, distrust, and resentment. These negative feelings cannot be distinguished from the users' experience of the product itself and taint their overall perception. By taking the time to understand the customer journey, companies can identify and address pain points, enhance the customer experience, and build stronger relationships with their users. This understanding allows companies to anticipate user needs, streamline processes, and enhance communication and support throughout the entire customer lifecycle.