eringilliam: customer-journey*

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  1. With rising customer expectations, the need to deliver an exceptional customer experience (CX) is at an all-time high. And frankly, the best way to achieve this superior level of CX is to visualise it – which is often done using a process called customer journey mapping. A customer journey map essentially tells the story of the customer’s experience – which starts at the initial point of contact all the way through to a long-term relationship – giving us critical information about key interactions along the way. For this process to be a successful one and because it can be quite complex, many business seek the assistance of customer journey mapping tools.
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  2. The case for capturing, understanding and acting on the Voice of the Customer (VoC) is well documented. It’s a powerful driver for change, and helps to create differentiation in competitive markets. You’ve mapped your customer journey, defined key touchpoints, identified the channels through which to gather feedback and you are taking action based on the insights rolling in. Fantastic.

    But are you still missing something?
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  3. In the world of constant disruptive changes and rapidly amplifying market needs, innovation is the differentiator. It is the capability to do things differently, caters to ever-increasing customer expectations, and transform ideas into reality.

    Which is why innovation is the ‘strategic vision du jour’ of many ambitious organizations today.
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  4. When it comes to customer experience, expectations are at an all-time high. With the arrival – and subsequent success – of big players like Spotify, Uber and Airbnb, businesses around the world are racing to match the speed, dynamism and customer-centricity of these digital giants.

    However, B2B customer-experience index ratings significantly lag behind those of retail customers. And with one customer intelligence consultancy predicting that customer experience will overtake price and product as the key brand differentiator by 2020, there’s no better time to transform your B2B customer experience and start reaping the rewards.
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  5. Every consumer is unique, each with their own sets of needs and expectations. With every interaction with your brand, consumers will have many different options for how they can go about taking the next step in their customer journey. Not to mention, these options will also often depend on how well – or how poorly – their last brand interaction went.

    For a Customer Experience professional, it can be very valuable to be able to pinpoint what types of experiences lead to specific paths along the customer journey, especially costly ones. These insights can guide them to make more customer-centric decisions when trying to design positive experiences that will better lead consumers down more desirable paths.

    Collecting the “Next Steps” metric as part of a CX program can help you do this.
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  6. Customer service agents have hundreds of conversations across channels every day, and all of the data from these interactions comes directly into the contact center. But, without being proactive about analyzing the information at their fingertips, businesses may be missing critical cross-channel insights. In fact, 44 percent of marketing and customer experience professionals say they offer four or more channels to communicate with their brand; however, 58 percent admit they think their customers only use two or three.

    Customer expectations change constantly and without analyzing interaction data across all channels, companies might be wasting time and money. For businesses to stay on top of consumer preferences, they must go beyond capturing voice-of-the-customer insights and examine that information to make decisions that drive positive change.
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  7. A 360-degree customer journey is a set of ideas and methods meant to take you from vague promises of being “customer-centric” to a concrete process for measurably offering more value to customers. By better understanding individuals and groups of customers, you’ll find ways to make your products more useful and smooth out the buying process, building an engaged audience for your brand along the way.
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  8. "Growth for B2B is hard. It used to be that you could accelerate growth with huge customer acquisition. Ramping up your sales and marketing is not enough to sustain growth. Today, the best companies are growing through customer success. That’s why I interviewed Kia Puhm (@kiapuhm), CEO at K!A CX Consulting to talk about customer success."
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  9. It’s essential CX practice today to offer customers a range of channels through which they can interact with you. But adding new channels is only half the battle. It’s the CX team’s responsibility to coordinate them, too. At the B2B technology company for which I work, we call it connected listening.

    For many companies, adding channels means adding silos to an already siloed organization. Lack of coordination across those channels can defeat the purpose and cause frustration for customers, who don’t care that your call center and web experience team operate separately from one another, or that your mobile app development team rarely communicates with your store or branch network.

    CX organizations are uniquely positioned and skilled to ensure that organizations are offering customers great omni-channel experiences. Here are some guidelines to make the most of the omni-channel boom.
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  10. When an organization has a holistic understanding of their customer experience (CX), it provides an opportunity to make more informed CX improvements. Voice of the Customer (VoC) programs are a proven way businesses can collect solicited customer feedback to gain a deeper understand of how customer expectations compare to customer experience and take action to drive improvements.
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