Journey Tracking and Mapping
Tracking your customer’s journey with your products or service is not always an easy thing to do. Just Google “customer journey” and you will find hundreds of images of every shape, size and color with just as many diverse labels and descriptions. With customers communicating with each brand through so many different channels and in so many different modes — and most likely a unique mix of many of these — it is difficult to accurately capture a single experience for each customer, let alone start to understand these as customer segments. For example, one customer may find easy parking and a wonderfully helpful agent through an in-store experience, but find getting help through your website help center a frustrating experience. Another may have a fabulous online experience but have to wait endlessly to be served in person at a branch.
Focus on the contact center
Companies that utilize contact centers as a main means of customer support have a distinct advantage versus other industries in their ability to gather a rich and deep set of data with which to analyze each customer’s experience. Banks, insurance companies, investment firms, and other financial services companies typically fall into this category.
If your contact center is gathering key metrics such as average call hold times, problem resolution success, and number of calls handled per agent, you should be applying this information toward understanding each customer’s journey with your brand. Information about a customer’s troublespots, such as a long call hold time, difficulty in using a particular software interface, or problems interpreting information on their statement, can provide a goldmine of information at your fingertips just waiting to be analyzed.
Omni-Channel Customer Journey Maps
A properly developed map of your customer’s journey will show all of the various ways you have interacted with him or her over the time period and provides a basis for further analysis of your company’s weak spots and how you can improve. A complete map would include contact center, digital and self service channels (web, apps, IVR and Kiosks) and even data providing context from in store visits.
For example, your data analysis may show that your customers had a relatively short hold time for voice calls, but many problems were unresolved on the first call, or even worse, that average hold times were unreasonably high leading to hang ups before many calls were even answered. This often leads to repeat calls - a clear signal of frustration, high customer effort and cost.
In the digital channel we see many of the same signals - abandoned transactions (lost sales or frustrated service), migration to the contact us page or uninstalling the app and so on. In self service scenarios, who hasnt experienced an IVR interaction that clearly has never been optimized for our needs ?
Based on just these statistics, there are a huge number of steps you could take. You may decide to invest in further agent training and increased call monitoring to help better resolve customer issues, or increase the number of agents handling customer calls and make helpful information more readily available on your website. Without a consolidated view of the Customer Journey and their interactions with you, its impossible to measure which interactions are most important and where best to invest accordingly.
Capturing and interpreting customer journey information is vital in ensuring that each customer experiences a wholly satisfying experience when interacting with your brand. Use this information in creative ways to determine where your business will invest next for maximum impact.