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Article : Customer Journey Mapping – What’s All The Fuss About?

#contactcenterworld, @puzzelsolutions

At first glance, customer journeys are pretty simple. You offer something and a customer buys it but delve a little deeper and customer journeys can be quite complex. Today, customers engage with your business in a multitude of ways and from many different starting points, for example, marketing, referrals, search, social media, customer service enquiries and above-the-line campaigns. To deliver the best possible service, it makes sense to map out every touch point and create a visual representation of your customers’ experience from beginning to end. However, in our complicated mobile-first, omni-channel, social-enabled world, it’s easy to fall into a few traps and make mistakes along the way.

Beware of the following pitfalls to guarantee no customer interaction slips through the cracks:

  1. Ditch the ‘inside-out’ approach – it’s so easy to deliver customer service based on what works internally, often within the constraints of siloed departments or functional specialist knowledge. To gain real understanding of a customer’s journey, you have to turn the whole process on its head and view everything from the customer’s perspective.

    Drink your own champagne! Try out some mystery shopping on your own company – call your helpline or initiate a web chat conversation and see for yourself what works and what doesn’t. When was the last time you sampled your own IVR? Introducing an ‘outside-in’ approach to customer journey mapping could be a revelation and even a wake-up call to kick-start different ways of working within your contact centre.

  2. Change the job spec – there was a time when team leaders were 100% focused on purely operational factors such as scheduling and performance metrics and their agents relied on them for guidance on day-to-day activities. Seismic shifts in technology and consumer behaviour have changed all that.

    Today, soft skills and technical knowledge are vital for success. When recruiting, organisations should look for managers who are change-oriented, forward thinking with a transformative vision and hire agents who share their ability to adapt, are technically literate and think strategically. Look at your own team – what training is required to bring your in-house skills up-to-date?

  3. Don’t rely on quantitative surveys - contact centre agents represent the shop window to your organisation – why not encourage them to speak directly to customers to gain first-hand insight into their needs and aspirations rather than relying purely on anonymous and somewhat detached quantitative surveys?

    You need to get your customers fully involved in the customer journey process. Ask them to comment on journey maps in a relaxed, live environment. Aim to run multiple sessions with as many different types of customers as possible in order to capture a fuller range of opinions. Then, once a common set of themes is identified, go back to using quantitative multiple choice style surveys to sanity-check your proposed customer journey mapping.



  4. Don’t ignore the evidence – today’s clever technology such as speech analytics and silent monitoring make it possible to capture the voice of the customer and better understand their needs. However, many organisations fail to follow up on this valuable source of business intelligence. It’s not just a tick-box exercise! What can you learn from individual customer interactions, good and bad, and what can be done to deliver the next best versions of your customer journey?

  5. Never underestimate the impact of digital transformation – it’s a fact that today’s younger generation - tomorrow’s super-spenders, have a more favourable view of a brand or organisation if their customer service portal is mobile responsive and those in the 18-34 age bracket area are more likely to quit a brand through a poor service experience. What is more, it is this same Millennial generation which turns to social media when they are not happy with 47% of 18-34 year-olds admitting to using social media to complain compared with 12% in the 55+ age group!

    It’s time to nurture this growing consumer segment who want and expect to shop in a mobile, self-serve environment. Take a look at your offering on a smartphone or tablet – is it mobile responsive and are there features that accelerate and enhance the overall experience such as click to call for assistance?

Breathe, count to ten and take a measured approach to customer journey mapping and avoid falling into the same old traps. Let your contact centre become the engine room of great customer service and, in so doing, add real strategic value to your organisation’s business performance.

#contactcenterworld, @puzzelsolutions


About Thomas Rødseth:
Thomas has worked in the telco sector in Europe for over 20 years, including companies such as O2 and Telenor. He has a background in managing large contact centres, employing more than 1,000 agents, giving him first-hand experience of trying to achieve operational efficiencies whilst delivering a great customer experience.

About Puzzel:
Company LogoPuzzel (formerly Intelecom) builds on 20 years’ heritage. It was one of the first pioneers to develop a cloud-based contact centre. Puzzel also encompasses leading mobile messaging and mobile payments to deliver a flexible and customisable customer interaction platform to meet the needs of today’s omni-channel and mobile environments. Headquartered in Oslo, Norway, Puzzel employs over 130 people who are all passionate about delivering innovative customer interaction solutions for contact centres and mobile environments.
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Today's Tip of the Day - Power Hour

Read today's tip or listen to it on podcast.

Published: Monday, October 16, 2017

Printer Friendly Version Printer friendly version

2021 Buyers Guide Computer Telephony Integration

 
1.) 
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.
PH: +1 512-872-7565

2.) 
ComSys S.A.

CLink for CRM and Call Center Integration
CLink by Comsys is a middleware that connects in real-time the CRM and the contact center applications. CLink enhances the CRM with interaction management capabilities from the contact center that allow agents to work more productively across all communication channels.
Comsys is a provider of οmnichannel customer engagement solutions that assist companies around the world in delivering unique customer experiences. For the last 15 years, Comsys designs and implements complex projects for clients from the outsourcing, financial services, telecommunications, and retail sectors. Comsys enjoys strategic partnerships with technology vendors like Cisco®, Aspect Software®, and Microsoft® for the delivery of innovative interaction management and contact center optimization solutions.
PH: +302109241486

3.) 
Consilium Software

Consilium UniAgent™
Today’s call centers need their agents to work more naturally, and respond better and faster. Here, we talk about the innovations Consilium has made with the latest desktop and mobile agent releases of the UniAgent™ CRM connector. From small enterprises to Fortune 500 companies and governments across 110 countries, UniAgent™ comes into action right at the moment of reckoning, making every contact center experience engaging and personalized, powered by simplified customer identification and anticipating customer needs.
UniAgent™ provides CRM integrations between all the Cisco contact center solutions (UCCX, PCCE, UCCE and HCS-CC) and over 20 CRMs, such as Salesforce, Microsoft Dynamics 365...
(read more)
PH: (+61) 406 501 368

4.) 
IntraNext Systems

IntraNext Systems develops agent efficiency tools and data security software solutions for medium-to-large contact centers. Our Event Intelligence® Platform solutions include SmartCTI™, iGuard®, and SmartSIP™. SmartSIP is based on our patented SIP layer technology and provides a DTMF masking solution for VoIP environments.
PH: 888.638.6398

5.) 
Megacall

CRM integration
CRM
We know how important it is for a business to obtain data from its customers and to manage them effectively, so we help small to large companies by integrating their CRM with the Virtual Switchboard.

This type of integration will simplify the work of your team and improve the management performance of the contact list and its information.
PH: +34 952 667 511

6.) 
NovelVox

NovelVox CTI Connector
NextGen Cisco Finesse, Genesys & Avaya Embedded CTI Connectors for Salesforce, Microsoft Dynamics, ServiceNow, Zendesk & more.
PH: (+1) 301 202 3672
 

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