There are many methods and tools available to help leaders improve their customer experience (CX). Let’s take journey mapping for example. This common practice centers around creating a visual representation of each and every customer touchpoint--from the first exposure to the sale to post-sale interactions and beyond. When done well, journey mapping makes it very easy to identify where things are going well and where there is room for improvement.
Adam Richardson at Harvard Business Review says, “...the first essential step of improving the experience you deliver...is mapping out your customer journey.” Journey mapping is a great way to ensure you are delivering a CX that considers the customer’s point of view! The best leaders understand how their customers engage with their company, their brand, and their people. A reported 67% of companies use journey mapping, and 85% of them said it has a positive impact on their CX.
Perfecting Your Map
Do a quick Google search, and you’ll find tons of journey mapping experts sharing ideas of how to get your map started. But what about improving the one you already have? Your customers’ needs and wants are likely always shifting and changing, and therefore your journey map needs to be ever-evolving too. If it’s been a while since you’ve revisited your map or you’re not confident your customers are having a pleasant journey, I wanted to share a few ways you can improve your journey engagement; in turn, you will improve the customer experience, too.
Tip #1: Identify and remove any pain points.
Your journey map should include the point in time when customers reach out with an issue or challenge. Are your agents able to handle issues before they escalate? If the same customer service issue is being reported frequently, agents need to know so they can proactively engage with customers, offering an easy path to resolution or letting them know that a resolution is currently being worked on. Find a platform that can alert your agents and managers to repeat issues. Make it easy for your agents to deliver the best service possible by flagging issues and giving them a complete view of customer behavior, along with recommendations on how to act on that behavior.
Tip #2: Minimize customer and employee effort.
Employees need to be able to see the full customer experience, not just pieces of it, in order to minimize customer effort. Your technology should house all call notes, recordings, and chats in one engagement dashboard. Remove any unnecessary steps or actions that make life harder for your agents and the experience worse for your customers. With all-in-one communication platforms, users can track customer activity, whether it takes place in the app or on the web. User activity is recorded to replay and review. And agents have all the data at their fingerprints during the interaction, which allows them to be more helpful and concise. Even better, they are able to go off-script with a platform that helps conversational customer service to flourish. Customers enjoy connecting with agents who are able to be more personable. You should know exactly who your customer is, why they are calling, and what their history with your business has been so your agents know how to best serve them.
Tip #3: Deliver a holistic experience that exceeds expectations.
To make the journey as pain-free and as holistic as possible, empower your frontline customer service agents with as much information about customers as possible. Think about it this way, if an agent knows all about the customer’s journey thus far, the agent can start the conversation or chat with all of the knowledge! Why should agents have to start over at each interaction--frustrating customers--when there’s a platform that eliminates this? And imagine if customers who had a great conversation with an agent are able to reconnect with that same agent if they need help again in the future? Now that is great customer service and will surely make your experience stand apart from the competition. Make sure your journey map delivers a 360-degree experience.
Unite the communication experience across all channels.
The better your customer journey mapping is, the more repeat customers you will see. Customers that can easily engage with your brand will buy more, promote your brand (knowingly or unknowingly) to those around them, and display a strong sense of brand loyalty. The best businesses make it simple for customers to find what they need, talk to who they want, use whatever channel they prefer, and get the right help when they need it. Uniting the communication experience across all channels and leveraging technology that gives your business the best journey engagement features makes this possible--and even easy.