Customer journey is a never-ending quest and we have started mapping it. Mapping the customer’s journey is a potential tool that contact centers use today. It allows contact center leaders to view their company from a customer’s perspective.
A recent study done by Forrester shows that companies have jumped on the bandwagon to create a map that can deal with customer complexities.
How does this work? – Journey mapping creates a diagram that illustrates steps customers take when they engage with the brand or service provided. However, it gets complex as soon you introduce the touchpoints.
Complexity, hindrances, restraints, and barriers put contact centers before a series of questions who have picked up this tool to gauge their customer experience but are unaware of its proper use. This includes –
- 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 nor 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 CX help, as we undergo a tried and tested method with this new potent tool. Here, are the nine ways one can use this tool in right way –
- Set Clear Goals
If the end goal is to improve the customer experience, prepare a budget to obtain it. If the client who outsourced the campaign refuses to commit, leave it in 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 with 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 for the campaign outcome. The different siloed departments must have a manager to own the changes and the outcome from time to time.
- Set the Priority
Not every broken touchpoint is critical 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 customers 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
Customers do not only engage in the touchpoints, they move outside the ecosystem. Therefore, we need to map customers’ 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) buy-in. It will have the 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, marketers, consultants, and brand agencies started to add 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 transformation 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 CX, we feel a customer no longer settles with those lip services. Thus, we need to transform the customer experience. And here, journey mapping plays the perfect catalyst for customer-centric organization.
