Category Archives: Customer Journey Mapping

Why Social Media is Important for Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Service, Digital Customer Engagement, Digital Transformation | No Comments

Social media has become a common marketing tool for organisations of all different shapes and sizes but making the transition from using social media for awareness raising and self-promotion to using it for customer experience can be a challenge for many.

If you are serious about providing a customer focused experience in your business, you can’t overlook the importance of using social media as part of your overall customer experience management strategy. Social media is evolving and while it started off as a way to talk between people, somewhere along the line it seems to have lost that and instead become a way for many brands to foist their message on to the masses.

When it comes to social media, you need to be aware that your customers are in control of what is published about your organisation, not you. You can’t stop them posting complaints and negative feedback on your public pages and their comments can be seen by a huge number of people in a very short space of time. Customers are aware of this and they know their power. This means that if you’re going to be successful at promoting a positive customer experience you need to really embrace social media and use it for its designated purpose, as a communication tool.

Many organisations have successfully used social media to create an excellent customer experience through the power of listening to what their customers are saying and engaging in one on one conversations with them. Your customers will take to social media to talk about their experiences with your organisation, whether you like it or not. Making sure you have an active presence on the social media platforms your customers use is the best way you can let them know you care about what they’re saying and use the information you get from your interactions with them to shape your organisation going forward.

A truly customer focused organisation is one that listens to its customers and puts their needs first. Social media is a fantastic tool to help you understand what your customers are saying about you and gain the insight you need to build a business model that places them at the center.

Social media is something you can’t afford to ignore if you are serious about creating a customer-focused organisation. By making social media part of your customer experience management strategy you can engage your customers and build a truly customer centered brand.

The Four Main Obstacles Getting In the Way of a Great Customer Experience

By | CCM, Changing Technology, CRM, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Most organisations are well aware of the need for a focused customer experience strategy. In spite of their great intentions, for many organisations, creating a solid customer experience is fraught with a number of pitfalls. There are some common mistakes that we see people make time and time again when they are trying to create a strong customer experience strategy.

Here are four of the most common obstacles that could be getting in the way of you offering a great customer experience to your customers:

  1. Too much focus on day to day operations, not enough on innovation and strategy. This is a common problem we see. Even in organisations that are taking an integrated approach to their customer experience, the customer service or marketing team are often left with more than their fair share of tasks like managing social media pages, responding to customer queries and other time sucking tasks. By spending too much time on these jobs, there is less time for innovative marketing strategies that will actually grow the organisation. The answer here is to share out those tasks more fairly and give other departments access to social media pages or data platforms so they can free up some time.
  2. Data siloes. While we all know how important it is to gather data and keep track of it, what do we do with it once we have it? For many organisations the problem is not the amount of data they have, it’s figuring out how to make use of it in a constructive way without getting overwhelmed. Just like integrating your systems is important, if you’re going to get the full benefit of your data you also need to integrate it across different platforms. Doing this manually is going to take a lot of time and hard work so finding an integrated solution that does it for you is essential.
  3. Lack of understanding of social commerce. Social commerce is an emerging trend and it’s becoming increasingly common for customers to buy products directly from social media platforms. Unfortunately, for many organisations this has led to confusion as people struggle to get to grips with this new technology. If you enable social commerce for your organisation it’s important that you spend the time training your staff on how it actually works. Social commerce is still in its infancy and it’s not as user friendly as it could be just yet.
  4. Lack of relevant skills. More and more of customer experience strategy hinges on social media. This means that having the skills to understand how social media marketing works and understand how customers are using social platforms to interact with brands can be extremely useful. Without these skills it’s going to be difficult for your team to do their job effectively. Make sure your team have the opportunity to learn the skills they need or outsource some of the more skilled tasks to specialists.

Don’t let these common obstacles get in the way of your customer experience strategy. Break through them and you can get your organisation on the path to a more successful customer experience strategy.

The Four Main Obstacles Getting In the Way of a Great Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Most organisations are well aware of the need for a focused customer experience strategy. In spite of their great intentions, for many organisations, creating a solid customer experience is fraught with a number of pitfalls. There are some common mistakes that we see people make time and time again when they are trying to create a strong customer experience strategy.

Here are four of the most common obstacles that could be getting in the way of you offering a great customer experience to your customers:

  1. Too much focus on day to day operations, not enough on innovation and strategy. This is a common problem we see. Even in organisations that are taking an integrated approach to their customer experience, the customer service or marketing team are often left with more than their fair share of tasks like managing social media pages, responding to customer queries and other time sucking tasks. By spending too much time on these jobs, there is less time for innovative marketing strategies that will actually grow the organisation. The answer here is to share out those tasks more fairly and give other departments access to social media pages or data platforms so they can free up some time.
  2. Data siloes. While we all know how important it is to gather data and keep track of it, what do we do with it once we have it? For many organisations the problem is not the amount of data they have, it’s figuring out how to make use of it in a constructive way without getting overwhelmed. Just like integrating your systems is important, if you’re going to get the full benefit of your data you also need to integrate it across different platforms. Doing this manually is going to take a lot of time and hard work so finding an integrated solution that does it for you is essential.
  3. Lack of understanding of social commerce. Social commerce is an emerging trend and it’s becoming increasingly common for customers to buy products directly from social media platforms. Unfortunately, for many organisations this has led to confusion as people struggle to get to grips with this new technology. If you enable social commerce for your organisation it’s important that you spend the time training your staff on how it actually works. Social commerce is still in its infancy and it’s not as user friendly as it could be just yet.
  4. Lack of relevant skills. More and more of customer experience strategy hinges on social media. This means that having the skills to understand how social media marketing works and understand how customers are using social platforms to interact with brands can be extremely useful. Without these skills it’s going to be difficult for your team to do their job effectively. Make sure your team have the opportunity to learn the skills they need or outsource some of the more skilled tasks to specialists.

Don’t let these common obstacles get in the way of your customer experience strategy. Break through them and you can get your organisation on the path to a more successful customer experience strategy.

5 Steps to Starting and Implementing a Successful CX Strategy

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Successful customer experience is the cornerstone of a successful business, but how do you actually do it? Customer experience can be one of those hard to define concepts but there are a few simple strategies you can use to create a more customer friendly organisation and enjoy the benefits that a successful customer experience strategy can bring you.

Here are five steps we would recommend to anyone who wants to start and implement a successful customer experience strategy.

  1. Create a strong foundation. Sometimes you need to go back to the beginning if you’re going to grow effectively. This means focusing on creating a strong, scalable architecture for your business. Go back to basics and look at your business processes, technology and social media platforms and think about how you can create a strong basic structure that will let you adapt and grow in the future.
  2. Take time to understand your customers. It might take some time and effort to establish meaningful relationships with your customers but it’s well worth it in the end. By taking some time to get to know your customers you can develop a mutually beneficial relationship that is based on trust. This means seeing your customers as more than a means to an end, but getting to know what really makes them tick. This is a long-term approach that can make a huge difference to your business bottom line and the quality of your customer relationships.
  3. Get everyone on the same page. Providing a great customer experience is not just the job of your sales or customer service staff. To create a truly customer centred organisation you’re going to need the support of everyone in your organisation. Encourage all your employees to rally around the customer and make them the main focus and you’ll be well on your way to providing a great customer experience.
  4. Listen. To really understand what your customers value and how your organisation is tracking at meeting their needs you will need to listen to them. This means using data to gain an insight into your customers’ needs and priorities. You can also spend some time talking to them, measuring how they react to your social media pages and anything else that will let you really listen to them instead of making assumptions about what they want.
  5. Measure your results. A successful customer experience strategy will have a measurable impact on your business. If you don’t measure the results you’ll have no way to tell if your strategy is actually working. Make evaluation and measurement a regular part of your customer experience strategy.

Implementing a successful customer experience strategy doesn’t have to be complicated but it will require some work on your part. Hopefully these five pointers can get you started in the right direction.

Customer Experience: What is it Exactly?

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

You’ve probably heard how important customer experience is to organisations, but what exactly is it? While the term customer experience might be commonplace among management speak, there are still a lot of misunderstandings around what the term really means and how you can define customer experience in a way that everyone in your organisation will understand.

Your customers’ experiences can be defined as the overall sum of how they feel at every interaction they have with your brand. If you make your customers feel good overall, you’re going to leave them with a positive customer experience. On the other hand, if the overall sum of their interactions with you leaves them with a negative feeling, chances are they are going to think of their experience with you as negative, even if they did have some positive interactions during the process.

If you want to gain control over the way your customers feel about your organisation and ensure they are left feeling good about you, you have to be proactive. This means taking the approach of actively managing your customer experiences. Customer experience management is an emerging field at the moment but it’s something that we’re going to see a lot more of in the future.

Many organisations make the mistake of viewing customer experience management as solely a function of their customer service department. Unfortunately this approach can lead to difficulties as increasingly customers come into contact with multiple facets of your organisation and the quality of experience they have will depend on them having a universally positive, consistent experience across the board.

A holistic approach is essential when you’re looking to improve your customer experience overall. Think about when your customers come into contact with your business. Is it just when they deal with customer service? Chances are they already look at your website, your social media pages, download reports and other information, go and visit you in person or pick up the phone and give you a call. They probably use a variety of platforms to get in touch with you including their mobile, your app, email, instant chat and in person conversations.

Great customer experience management means creating a fantastic experience across the whole spectrum of your customer interactions. Customer experience is so much more than just a customer service function – your technology needs to support your customer experience focus along with every department within your organisation.

Why Customer Experience is More Important Than Ever

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, sitecore, Superannuation, Uncategorized, virsaic | No Comments

Digital disruption has affected virtually every industry and those that haven’t been affected are likely to be in the future. While many people assume that digital disruption is caused by the Internet or mobile technology, this is not the case. At its core digital disruption is driven by customers and their changing expectations.

Thanks to the high levels of connectivity that consumers enjoy, they are more empowered to make choices about who they deal with and how they interact than ever before. If a customer isn’t happy with their experience with one organisation, they have choices and the means to leave and go elsewhere.

Many established organisations and industries that have failed to adapt quickly enough to this have learned the hard way that if you don’t provide your customers with a good experience you are likely to pay the ultimate price. Your customers have alternatives they didn’t have before, and you simply can’t afford to take them for granted.

Customers’ needs and wants have changed and there are a number of priorities that you need to be aware of and embrace if you’re going to be effective at improving your customer experience. These include taking a tailored, individualistic approach to your customers and not just treating them all the same. You also need to think about how accessible your organisation is on different platforms including social media, mobile and the Internet.

Every interaction a customer has with your organisation shapes their overall experience and the feelings they will have towards you. This is why it’s so important to create a positive and integrated customer experience across every area of your business if you want to keep your customers happy over the long term.

In most cases, switching to a customer focused outlook means reviewing every area of your organisation, from your use of technology and social media to the internal processes that dictate how efficiently you can meet your customers’ needs. Most customers have certain expectations when it comes to the experience they have with your organisation, and these include key factors like personalisation, integration across different platforms and transparency of information.

Because of the changing focus on meeting customer needs and the increased availability of information for customers, there has never been a more important time to prioritise customer experience. Your customers know what they are worth and they have access to alternatives if they aren’t happy. Investing in providing your customers with a quality experience is likely to pay off a great deal now and in the future.

Six Steps to Successful Customer Journey Mapping

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Customer journey mapping is the process of documenting your customers’ experience with your business from their point of view. Done right, it is a fantastic tool for businesses and organisations of all different shapes and sizes.

A customer journey map lets you see the different ways that customers interact with your business, and shows you where you can improve and where there might be a gap. Most of these maps break the customer journey down into stages, from initial contact through to engagement and then long-term loyalty.  They show how customers move through these stages and identify any blockages that might be preventing them moving smoothly from initial contact to repeat customer.

If you’re looking at improving your organisation’s customer experience, creating a customer journey map is a great exercise to take on. Here are a few tips for effective customer journey mapping from gmc.net:

  1. Use a digital platform instead of pen and paper. Using digital mapping software makes it easier to incorporate data into the whole process, collaborate across departments and share the results. It also reduces the overall workload required to translate a pen and paper document into an online format.
  2. Use all the data you can find. This includes information like social media metrics, website visits, email marketing data and more. You can gain valuable insight from search data and can easily see whether or not your marketing is hitting the right spot.
  3. Don’t rely solely on data. While it’s tempting to make use of all those numbers you’ve got hanging around, they won’t give you the full picture. Make sure you incorporate anecdotal data into your customer journey map as this can give you all important context and direct feedback from customers.
  4. Include copies of all the different types of communication your customers receive, from beginning to end. Don’t forget audio files and videos as well as written communication. Looking at everything together lets you spot inconsistencies in your voice and messaging and see whether you are on the right track overall or not.
  5. Be as in depth as possible. When it comes to customer experience, the devil is in the detail. The more in depth you can make your customer journey map, the more insight you will gather. A customer journey map that just skims over the surface isn’t likely to be much help at all.
  6. Make it actionable. Many customer journey maps end up gathering dust on the wall. Make sure you take it to the next level by assigning accountability and actions to the map. Follow up to make sure that any areas highlighted by the mapping process are taken care of.

Customer journey mapping is a very powerful tool when it comes to creating better customer experiences. If you’re going to make the most of this tool, use these six tips and most importantly of all, follow your map up with concrete action.