Despite handing customers the mic and giving them easy access to corporate decision makers, the vast majority of organizations are finding that customer satisfaction is low. How can that be when so many business and marketing professionals are making a conscious effort to monitor their social, digital and customer service channels…and respond accordingly?
While there will always be high-maintenance customers whose needs can never be satisfied, the root of the problem can often be traced back to “broken” organizational structures and processes that can be difficult to repair. Lack of inner-department collaboration. Disconnects between partner agencies. Corporate divisions operating in silos. A lack of unifying goals.
All of these issues create isolated experiences and disconnects for customers who typically derive value and meaning from the total experience. So what can be done to help overcome these challenges?
Precision Dialogue works with its client to facilitate the development of customer journey maps. A customer journey map is an archetype of a customer’s 360 degree experience with a product, service or company. It visually illustrates an individual customer’s needs, the series of interactions that are necessary to fulfill those needs, and the resulting emotional states a customer experiences throughout the process.
Many organizations think they have developed a customer journey map, but instead have created an ecosystem map, which is a foundational element – the first step in a larger process.
Ecosystem maps are typically created through a collaborative exercise involving key internal stakeholders, not customers or prospects, and are in turn assumptive. They are focused more on points of contact and are less customer-centric in that they do not take into consideration needs and emotional states.
While ecosystem maps certainly hold value, in many cases they just aren’t enough. A 2013 Harvard Business Review article revealed that “performance on (customer) journeys is 30% to 40% more strongly correlated with customer satisfaction than performance on touch points.”
Taking an ecosystem map to the next level requires validation through voice-of-the-customer research. Here at Precision Dialogue, that involves taking more functional and operational insights as well as assumptions gathered from key stakeholders, and overlaying qualitative and quantitative research learnings from exercises with target customers.
Whether you are starting at ground zero, have an ecosystem map in place, or have done some primary research of your own, Precision Dialogue has a variety of services in place to take your understanding of the customer journey to the next level. Changes in organizational structure, channels and technology can all impact the customer experience, and in turn, make a case for revisiting your customer’s journey on a regular basis!