Customer journey is a never-ending quest and we have started map it. Mapping the customer’s journey is a potential tool that the contact centers use today. It allows contact center leaders to view their company from a customer’s perspective.
In a recent study done by Forrester, shows that companies have jumped on the bandwagon to create a map that can deal with the customer complexities.
How does this work? – Journey mapping creates a diagram that illustrates steps customer’s takes when they engage with the brand or service provided. However, it gets complex as soon you introduce the touchpoints.
Complexity, hindrance, restraints and barriers put contact centers before a series of questions who have picked up this tool to gauge their customer experience, but unaware of its proper use. This include –
- Is mapping so easy?
- Does it have the ability to share the right customer insight?
- Have we laid the right methodology to map the customer’s journey?
- What this tool can do?
Solving the queries –
Journey maps are simple tools. Just like other tools, it cannot create customer experience strategies neither can transform customer experience from worse to good. Journey maps are for simple assistance, not a tool to replace agents. As cars cannot drive at its own until we wind up the keys, similarly a customer cannot move from point A to point B until we give some input.
So, how will you map the customer’s journey in the right way?
Let Fusion help, as we underwent a tried and tested method with this new potent tool. Here, are the nine ways one can use this tool in the right way –
- Set Clear Goals
If the end goals are able to improve the customer experience, prepare a budget to obtain it. If the client who outsourced the campaign refuses to commit, leave it vain, as it is no more than a fishing expedition without clear goals.
- Aligning Multiple Departments
If the current customer journey is complex, it will reflect the conflicting agendas of the siloed departments. We need to align every department under a unified goal.
- Who Will Bear The Responsibility?
From the beginning of the mapping, you need to recognize the person who will share the responsibility of the campaign outcome. The different siloed departments must have a manager to own the changes and the outcome time to time.
- Set the Priority
Not every broken touchpoint are critical, in fact, some are not important at all. We know that organization has their own set of limits, so it is important to prioritize the proposed improvements to gain impactful results from the customers.
- Financial Justification
Running a campaign, though on behalf of our client is about generating profits. And nothing can take place unless we get the financial justification. Not every idea is worth pursuing or customer will not like to pay for everything. Therefore, we need to make sure that the company’s financial goals align with the derivatives of the campaign.
- Work Together
We need to work with customers to validate the mapping. Why? – Well, customers have a better insight about their emotions and aspirations, and can throw light to – what drives them on and what drives them off.
- It’s About The Holistic Journey
Customer does not only engage in the touchpoints, they move outside ecosystem. Therefore, we need to map customer’s journey outside the campaign ecosystem in places such as social media, friends and family.
- Stop Being Overwhelmed
Creating a map with details of every form that you have sent your customer or with the process that ever existed will not make the client (the one who outsourced the campaign) to buy in. It will have opposite effect and they will hold customer experience as too large to tackle and might stop outsourcing.
- Who is there To Help You?
As soon as customer experience became a popular parameter, the marketers, consultants and the brand agencies started to add the journey maps. After all, they have cool graphic designers working for them. If you want to have a graphical representation of your journey, they are just fine.
Nevertheless, if you seek to create a customer experience transformations using the journey map as a tool speak to the experts who are aware of both the organization as well as customer transformation.
Journey mapping is the tip of the customer centric transformation iceberg. If you do it correctly, it will improve the customer experience and employee engagement. Done poorly, it abandons as quickly as created or rather sinks as soon as it melts.
Final Take…
At Fusion, we feel a customer no longer settle with those lip services. Thus, we need to transform the customer experience. And here, journey mapping plays the perfect catalyst for customer-centric organization.
