We’ve all heard about the ‘customer journey’ but what does the term really mean and why is it so important in contact centres? Quite simply, the expression refers to the interactions a customer has with an organisation from beginning to end. That is from when they first decide they need a product or service to when they no longer use the product or, hopefully, return to become a repeat customer.
In an attempt to add clarity and structure to the customer journey (some might say it merely adds to the confusion), companies frequently use techniques such as ‘empathy mapping’ and ‘touch point mapping’, to establish how a customer feels at each stage of the journey (empathy mapping) and then list all the possible points of contact a potential or actual customer has with the business before, during or after purchase (touch point mapping).
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All sounds very complicated and a little too scientific? The following five-point plan aims to simplify the concept of the customer journey and get you started on creating a suitable strategy for your own organisation.
Transforming your contact centre to suit your customers rather than your internal processes is challenging but liberating at the same time. Joining up the dots to create a complete and positive end-to-end experience is the way to go. Make sure your strategy to support the customer journey is relevant then back it up with the latest cloud-based technology that is ready for today’s mobile-first, omni-channel and social-enabled world.
About Colin Hay:
Colin Hay is an experienced senior executive with a background in software, media and mobile communications. Following a distinguished eleven year career in the British Army, Colin completed an MBA. He has worked for mobile giants Motorola, 02 and Three and is an Associate Fellow at Warwick Business School.
Puzzel (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.
Published: Friday, December 9, 2016
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Even some 3rd party ‘managed' surveys can be challenging, costly and then there is no benchmark or significant value other than ‘managed by a 3rd party' approach, which leads to the problem of validity of data, security and integrity plus costs and time required by you.
TopPlace2Work is an easy to use program that allows you to gather valuable data on employee morale and engagement.