COMMUNICATION CCR-2
CUSTOMER JOURNEYS: WHY THEY MATTER
Last month, CCR hosted a major webinar considering the measurement and improvement of customer experience. Here some of the speakers pick out key points to take away By Frank Sherlock
such as evaluating, on boarding, making a payment, or renewing a product or service. Taking a step back, customer journey
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management is an omni-channel customer engagement strategy that takes an outside-in approach from the customer’s perspective to improve customer experience (CX) for the most important of your customer’s journeys. It is a subset of CX management which Gartner defines as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy”. In practice, journey management
typically involves breaking down traditional system, department, and channel silos to unify and automate the customer engagement process. Cross- channel customer context is collected and analysed to inform self-service and assisted-service next-best actions in real time and then to support continuous optimisation of the CX over time. Customers are increasingly empowered
by competition, digital channels and easy access to information, forcing businesses to reinvent themselves to increase customer value and deliver great experiences. As customers and their devices
become more integrated and connected to your business and systems via the web, self-service, and mobile apps, you typically need to re-factor systems and processes to consistently support customers on these new touchpoints. This digital disruption is making CX a priority and shifting business focus from traditional systems of record to dynamic systems of engagement.
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customer journey is the set of interactions a customer has with your business to complete a task
You need to consider how to be
proactive with your customers on their channels of choice, how to simplify processes and touchpoints across all channels, and how to measure customer effort and loyalty as part of this process.
Journey maps So how do you visualise the outside-in scenario to see the full picture including customer perceptions, mobile, and social-media engagement? The short answer is by creating journey maps which visually document a customer persona’s needs, perceptions, and the touchpoints encountered for each step towards the customer’s journey goal. Journey maps are a common
approach used to design customer- centric processes for multi-channel customer engagement. They often serve as the foundation for CX optimisation
programmes, identifying new ways to help your customers reach their goals while still delivering on the company’s objectives. As one of the primary discovery tools
employed to better understand your customer’s interactions with your company, these journey maps should be data driven and sourced both from customers and direct research. The ultimate purpose of the exercise is to find flaws, weaknesses, and opportunities for improvement in the current process. Different parts of the organisation –
such as marketing, sales, support and collections – often only understand their portion of the user’s end-to-end journey. They naturally gravitate towards supporting their own touchpoints, which then creates organisational silos. Journey maps serve as a corrective lens, providing an outside-in perspective and
PROFESSIONAL CUSTOMER CONTACT
Surveying customers to get feedback is not an operation cost with little gain, but, if the model is correctly followed from other industries outside of collections, then it will have an immediate impact and uplift in collection rates and costs because you change the customers’ perception of the business and so their propensity to pay. Importantly, the customer-contact technology process needs to be done
professionally using all the communications channels available to get the widest and most in-depth feedback. So, for example, you should not send an e-mail if you spoke to a customer –
it is not the same channel and will get a low response rate. You must use the channel that the customer prefers. Too many corporate brands make the mistake of sending overly complex
feedback surveys that customers will ignore. For the companies that do the process well, the results are revenue generating. Setting up the technology and processes is actually a very simple affair with a
service that combines all the contact channels and produces combined results. However unless management and staff buy into the results and mix this into the business function, the effort is wasted.
Daniel Pearce, business development director, Telsolutions E-mail:
daniel.pearce@
telsolutions.co.uk
www.CCRMagazine.co.uk July 2015
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