A Modern-Day Approach To Transforming the Customer Journey
Due to the lack of detailed insights into customer preferences, businesses often find it difficult to fully understand a customer’s journey. The journey has changed a lot since the COVID-19 pandemic began. While the volume of preemptive surveys has increased, the purchasing power of certain segments has declined. Today, more effort is needed to move the needle towards customer satisfaction. To turn visitors into loyal customers, businesses now need to adopt new strategies to create a memorable customer experience.
Customer Journey Paradigm Shift
The ever-changing consumer and technology landscape has changed the market and its competitiveness more than ever. Today, customers expect content that is more relevant to what they are doing anytime, anywhere. Therefore, traditional organizations need an interactive customer journey strategy to successfully penetrate the market.
Leveraging Customer Experience
To meet changing customer needs, companies need to deliver an unparalleled experience by introducing new customer journey strategies or modernizing existing ones. We’ve highlighted three of the most important areas that companies need to reassess to meet growing customer demand.
Improving Omnichannel Strategy
To optimize the customer journey, enterprises need to transform and restructure omnichannel in response to the rapidly changing marketing environment. To be successful in omnichannel transformation, enterprises need to follow a series of processes that consist of three key components.
Strategies, Designs, and Principles
Companies need to redesign their customer dialogue strategies to find the right balance. With the right customer interaction strategy, a company can focus on the entire service journey rather than individual touchpoints, such as chat, voice, and digital responses.
Initial Map of Key Customer Journeys
As circumstances change, companies can gain better insights into their customers’ personalities by revising and reviewing their end-to-end customer journey strategies. However, companies must first identify the most valuable path in terms of cost, complexity, and importance to their customers. Organizations can adopt a testing and learning approach that includes thought-provoking sessions with their customers. You can then make strategic decisions based on your customer’s knowledge.
Robust Technical Infrastructure
To provide a seamless customer experience, you need the latest technical requirements, including the right tools and infrastructure. In addition, advanced analytics and technologies, which use big data and large amounts of data, can provide predictive feedback on the customer journey. The introduction of artificial intelligence and machine learning can also give way to “wow moments”.
Use of Data
According to a McKinsey study, “Companies running Journey Insights reduced service delivery costs by 1520%, cross-sells by 1020%, and churn rates by 102%.” Of course, defining and measuring individual touchpoints is not an accurate solution and should increase the overall customer journey. Organizations need to focus on three areas to turn data insights into strategic decisions to improve the overall customer experience.
Start With Basic Touchpoints – Build Them with Further Interaction
Many companies think they need deeper information about their customers from each touchpoint, but companies start with every bit. You don’t have to focus on the first part alone. The first few dialogues are sufficient to understand customer preferences. The initial data collected from these interactions is sufficient to predict customer behavior as a starting point. Some organizations either believe the data is inadequate or are waiting for structured data, so they avoid taking immediate action. This may be the case but sustainable companies do not wait for the data to be complete but start with the data they already have and put things together.
Enhanced Analytical Skills
Customer Touchpoint data availability is just the starting point for tracking your customer journey using data analytics. The challenge is to extract useful information from these contacts. Organizations often focus on generating rich reports from the available data, but the real value lies in accurate analytical skills. Organizations need to acquire the appropriate analytical skills for their resources in order to extract actionable insights from the available data. Organizations effectively using data analytics have already instilled analytical skills in teams throughout the organization.
There are many technology options to help companies promote a successful customer experience. For example, interactive technologies like Customer Data Platforms (CDP) give enterprises better insights into the decision-making of their target customers. In addition, other technologies such as cloud-based solutions, predictive analytics, and artificial intelligence help businesses adapt their overall customer experience more quickly.
Customer Care Transformation
In the world of omnichannel, where customer expectations are rising, first-class customer service is essential and plays a decisive role in mapping customer journeys. According to a Salesforce survey, “91% of customers are likely to make another purchase after a good service experience.” Customer care has always been a significant contribution to customer satisfaction. This is the first point of contact with the customer, i.e., live chat, social media, hotline interactions, and other self-service channels. Two important areas that need to be reassessed are:
Customer Experience Ownership
Customer Care has essential value in mapping information about the customer journey, as it provides immediate access to information about the customer journey. Therefore, to create a seamless customer experience, the role of customer care needs to be closely monitored in each medium.
Continuous Training and Development
First-Class Customer Care Improvement Plans are of top priority because the latter is one of the first touchpoints and the first interaction with customer care is impressive. It should always be a top priority. When a problem occurs, customer service representatives need to act quickly to resolve it. In addition, customer care requires the ability to understand the entire purchasing experience from the customer’s perspective.
In recent years, the need to transform the customer journey has increased significantly. A successful customer journey requires a first-class organizational strategy. In addition, with the right data analytics techniques and technical enablers, enterprises can deliver a seamless experience throughout the customer journey.
Need help? Contact us to find out how you can use the power of data analytics to help create an unforgettable customer experience for your business.