Near the end of the Age of Information (late 90s to early 2000s), companies increased their focus on identifying new revenue streams from existing loyal customers. This was a lucrative business strategy, but also contributed to a power increase for the customer paving the way to where we are today – the Age of the Customer. We are in a new era where the customer has endless possibilities to search for the best products and services and compare vendors – all with the simple click of a mouse. This has created unprecedented competitive pressure affecting the pace of innovation in all companies and contributes to the constant need to deliver the best customer experience possible. It’s now imperative to innovate faster and deliver the best customer experience possible – certainly better than the one offered by your competitors!
We all know the highest cost for any organization is acquiring and keeping customers, which is why it’s so important to understand your customers and how they interact with your company. Research shows that 97% of customers are multichannel users when it comes to engaging with a company – and they use an average of 5.6 channels in total*. This means it’s extremely important to understand how each of your company’s interactions with your customers could impact their journey.
Customer journey mapping can help more-tightly control the cross-channel customer experience and empower your company with insights that can help successfully and proactively retain your current client base and win new clients. It’s important to begin any customer journey mapping project with a good understanding of your customers’ current experience and then build, transform, and innovate from there.
Remember, you have control over customer experience because you have the ability to control your IT systems that interact with and support customer experience. By connecting customer journey maps to processes, IT systems, business requirements, and business capabilities you can create winning customer journey maps that enrich customer experience.
Mapping the voice of your customers can enable you to identify what your customers want, expect, and need, and help you find solutions to meet those expectations by ensuring that the right processes, people, and technologies are in place. This is a unique opportunity for IT and business leaders to collaborate with other business departments to drive transform and innovate through a lens focused on customer experience.
Interested in learning more about customer journey mapping capabilities and how you can successfully deliver the best experience to your customers? Download our eBook “Plan Business Transformation and Improve Customer Experience.”
*Source: 2016 NICE-BCG CX Survey