Category: Online Customer Experience

Content

How Enterprise Companies Are Implementing Customer Journey Mapping

Now, more than ever, companies are taking time to outline the steps that customers go through when engaging with them, whether it be an online experience, retail experience, or a combination of both.

Customer journey mapping is an effective tool for improving customer experience.  

But how are enterprise-level companies effectively implementing a customer journey mapping strategy?

Ascend2, in partnership with Ansira, surveyed 112 marketing professionals from enterprise companies to learn more about how they are effectively implementing a customer journey mapping strategy. 

Here are a few noteworthy findings and tips from the research study, The Enterprise Perspective on Customer Journey Mapping. 

Finding #1: Enterprise Companies have Bought-in to Customer Journey Mapping

Customer journey mapping is widely adopted across larger companies. Over two-thirds (68%) of enterprise marketers report currently building out and testing their journey maps or are already operating with defined journey maps in place. Another 22% are planning to create journey maps in the future. 

pastedGraphic.png

Tip: Your customers have inherent needs when they engage with your brand that is both functional and emotional. The best place to start documenting and gaining a baseline for how effectively your brand is meeting these basic needs and expectations is by mapping their journey. 

Finding #2: How Many Journey Maps Do You Need? That Depends. 

For enterprises, journey mapping can be a complex and intricate process involving many variables. About one quarter (24%) of those surveyed report having six or more different journey maps serving as the foundation of their strategy. Over half (55%) say they fall in the range of having between three and five journey maps.

pastedGraphic_1.png

Tip: When determining the number of customer journey maps that you need, there is not a ‘one size fits all’ blueprint for success. Journey maps can be used in a variety of ways – from high-level, future state visioning to rally support by a north star, to detailing journeys identifying critical paths, dependencies, and versioning to drive integrated delivery across teams. It is also a good strategy to start small, with a few journey maps, and build additional maps as you gain experience and expertise.

Finding #3: Barriers to Success – Be Prepared to Fix Your Data Problems

Enterprise marketers are finding it difficult to allocate time, staff, and resources to execute a journey mapping strategy, according to 41% of those surveyed. It is a major challenge to implement successful journeys without quality data, which is an issue that 37% of enterprises are facing as well. 

pastedGraphic_2.png

Tip: Having centralized, first-party customer data across the intersection of engagement and purchasing behaviors is critical to success. Without it, even the best marketing and data science technology can’t understand, or much less act on, customer journey paths. 

Finding #4: Data Collection

Data, both analytical and assumptive, is the foundation of any successful journey mapping strategy. According to enterprise marketers, customer feedback surveys (53%) and market research (47%) are the two most effective ways to collect data to build journey maps.

pastedGraphic_3.png

Tip: The most effective journeys are developed from the right balance of quantitative behavioral data and rich qualitative data. Once you’ve collected the right data, examine and interpret it, create a strategy, and get started with execution.

Finding #5: Cross-Department Involvement (AKA – play together nicely)

Creating a successful customer journey mapping strategy requires input from a variety of departments, so don’t try to do it alone. According to enterprises surveyed, marketing (60%), customer service (56%), and sales (48%) are critical to collect insight from during the customer journey mapping process. 

pastedGraphic_4.png

Tip: Creating a seamless customer experience should involve input from teams across an organization. A variety of perspectives provides a well-rounded customer journey. For enterprises, it is important to identify key stakeholders from select departments. 

Final Thoughts

How are you planning to improve the experience of your customers in the year ahead? Please leave a comment and share what is working for you. How are you overcoming challenges, collecting data, improving the quality of your data, allocating budget, allocating staff, attributing ROI, and using technology for customer journey mapping? Help the community by sharing your insight and real-life examples.

You can download the entire The Enterprise Perspective on Customer Journey Mapping for more data, tips, and strategies to plan, implement, and optimize your customer journey mapping strategy. 

The post How Enterprise Companies Are Implementing Customer Journey Mapping appeared first on Content Marketing Consulting and Social Media Strategy.

Content

The Magic Sauce for Business Survival in the Winter…

This post is based on a webinar I presented with my friends at Calabrio (a Convince & Convert Client)—get instant access to the webinar now —> A Happy Team Creates Happy Customers: A Success Guide for the New Era.

When it comes to customer experience during the pandemic, customers will not give you a “pandemic pass.” Yes, your business is facing unprecedented times. Yes, your employees are facing unprecedented times. Yes, your team is achieving new feats of productivity and concentration. And yes, you are facing unpredictable challenges and solving new problems every single day.

Still, customers will not give you a pandemic pass when it comes to their experience purchasing your product or service. 

Customers want things to be quick and clear. They want kindness. And they want you to deliver these things consistently to them every single time. 

They want exceptional experiences. Maybe now more than ever.

Customers are re-wiring how they make purchases. Companies may be inclined to assume that customers are looking for lower prices. But it’s not about price. In fact, Podium research shows that 28% of customers say price matters less since the pandemic. 

Customer experience is the differentiator.

Podium research shows that more than half of customers (54%) have made a purchase from a business for the first time since the pandemic. Of those customers, nearly 9 in 10 (89%) plan to stay with this new provider, Podium says.


More than half of customers (54%) have made a purchase from a business for the first time since the pandemic.
Click To Tweet


Everybody’s customers—yours and mine—are more willing than ever before to change from who they buy products and services. This puts even more emphasis on customer experience as the buying differentiator than ever before. 

Meanwhile, our workforces—yours and mine—have been massively disrupted. Schedules, locations, focus, productivity has changed. 

Our inclination is to keep our customers happy. But the real key, the core strategy now, is to keep our teams happy. Because one begets the other: EX powers CX.

The employee experience powers the customer experience. 

Employee Experience Pandemic

It is almost impossible to deliver a spectacular customer experience without a spectacular employee experience. This has always been true; it’s just that now, the circumstances of influence have changed. 

In order to be successful in the next phase – the winter of the pandemic –companies need to up their flexibility game and up their workforce management. The confluence of factors of today’s environment demands that we coach and collaborate with our employees like we would our own family; that we focus on our employee experience like the survival of our business depends on it. 

This means we don’t look at just the “what” that happens in the day-to-day. It means we go deeper. We look for the why and the how. We look for opportunities to truly understand our team’s issues and work hand in hand with them to solve them, for their good, our good and for the health of our business. That’s the only way we’re going to get to spectacular employee experience, and in turn, spectacular customer experience. 

Workforce management in the era of “work from home” means new things. One example of a tool that helps companies achieve this is the Calabrio ONE Workforce Engagement Management Suite. It’s a tool that enables teams to do so many things within one package, making it the perfect recipe for the times we find ourselves in. 

In this new era, we need to:

  1. Empower our employees and agents. Flexibility is now a top priority – more so than it’s ever been. And on a scale that it’s ever been. With kids at home, healthcare and schedule challenges, increased demands, “being flexible” as an employer means something different in 2021 than it did in 2019.
  2. Coach and develop employees with highly targeted training and education. One of the biggest needle-movers for team satisfaction, and therefore, customer satisfaction is increasing transparency and communication in a personalized way at all levels of an organization.
  3. Leverage technology systems to identify and ameliorate challenges. Real-time technology tools can help monitor schedules and provide an early warning with critical info.

Remote work is a new reality, and it’s no longer viewed as a productivity drain. According to PWC, 54% of CFOs plan to make remote work a permanent option. 

Technology is one way that you can improve your attendance and communication. And if you have agents – you’ll get better adherence. You can improve the overall quality of your company’s customer experience to make it better than ever before.

Calabrio ONE customers report better attendance, better adherence, better handle time, barring tech issues. Overall, the quality of the customer experience is better than ever. 

Calabrio ONE can help you get there. 

Here’s to your success and the continued health and happiness of your team. 

Please watch the full webinar I presented with friends at Calabrio, A Happy Team Creates Happy Customers: A Success Guide for the New Era. Side note: Calabrio is a Convince & Convert client, and we are big fans!

The post The Magic Sauce for Business Survival in the Winter of this Pandemic appeared first on Content Marketing Consulting and Social Media Strategy.

Translate »