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[Webinar Follow-up] Customer Journey Mapping: Shaping Customer Experience

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Here’s a recap of MEGA’s presentation summarizing the key takeaways from our webinar.

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.

Three steps to build innovation around customer journeys

  1. Understand the customer journey
    • Understand your customers! What makes them happy, and what drives them crazy?
    • What does your customer go through as they interact with your business? What are they feeling at that moment in time when they are considering purchasing from you or leaving you?
  2. Determine key moments to influence customers
    • How are they interacting with your business? Is it a good experience or one of frustration? Where can you improve?
    • Map and rank touchpoints to identify where to optimize and invest first
  3. Link digital moments to business processes
    • Rank touchpoints from a customer satisfaction perspective
    • Monitor how internal processes support the customer journey

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

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Here’s a recap of MEGA’s presentation summarizing the key takeaways from our webinar.

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.

Three steps to build innovation around customer journeys

  1. Understand the customer journey
    • Understand your customers! What makes them happy, and what drives them crazy?
    • What does your customer go through as they interact with your business? What are they feeling at that moment in time when they are considering purchasing from you or leaving you?
  2. Determine key moments to influence customers
    • How are they interacting with your business? Is it a good experience or one of frustration? Where can you improve?
    • Map and rank touchpoints to identify where to optimize and invest first
  3. Link digital moments to business processes
    • Rank touchpoints from a customer satisfaction perspective
    • Monitor how internal processes support the customer journey

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

1 Comment
MEGA

During the webinar, a few people asked questions along the lines of: “Where do I get started if my team is newer to customer journey mapping?” Nicole, in my opinion, answered this question really well during the Q&A portion. She said that customer journey mapping is a great place to start in general. First, you should pick a few personas where you can map out their experience to get an understanding of the various steps & phases that they’re going through. From here, you have a clearer view of where in their journey (a touchpoint) that they’re having a bad experience. You can then look a little deeper to figure out exactly what they’re interacting with at that moment in time – is it a process? a person? a system? an application? Let’s say you identify that a certain application is not working correctly for a particular touchpoint along the customer’s journey. You can go from a high-level view of seeing a touchpoint as a bad customer experience, and dive down as deep as you need to into your IT landscape to understand the problem. Which processes are the application tied to? What are the integration points with this application? Which technologies are supporting this application? Determining how deep you go is based on what your team identified. Would you agree?