Most companies struggle to understand their customers' needs and fail to communicate effectively at each interaction during the customer journey. These negative interactions can occur at any stage of the customer journey. In the early stages they result in missed acquisition opportunities and fewer conversions. However, following conversion they lead to uneven customer service, failure to upsell and increasing churn. The challenge is to create positive interactions during every step of the customer journey.

I wasn't planning to chip in this time, but I stumbled upon an article so compelling I felt I ought to. Uncanny Valley, published by Anna Weiner on N 1 Magazine, is a short literary piece which lives up to its title. Weiner's nameless narrator is going through most commonplaces of the Valley, both physically and mentally, without really being a part of it. "I learn the bare minimum, code-wise, to be able to do my job well -- to ask questions only when I'm truly in over my head," she confesses. She is going from being the start-up's inaugural customer support rep to become a "success manger", a title so corny for her she can't stand having it on her email signature.