Put your customer at the center of their journey

Axim Global | 12.11.18

In a report by Contact Center Week Digital nearly one third of organizations do not actively map their customer journeys and of the ones that do, only a small portion focus on building customer profiles or understanding customer intent.

As we look ahead to 2019, we can see things are starting to change as customer journey mapping creeps up the list of priorities for contact center leaders.

This is good news, but if, as Contact Center Week Digital notes, this is done, not through the lens of what the customer needs but through the lens of business process it could be a fruitless investment.

Here’s a thought for you:

As customer channels have increased contact centers have integrated new technologies to support growth. However, 44% of contact centers say they offer four or more channels to communicate with their brand, but 58% admit they think their customers only use two or three[1].

Why is this happening?

It comes down to one critical point: the lack of customer centric journey mapping.

Customer journeys underpin so much of the experience delivery and contact centers need to get it right. They need to move beyond mapping business processes (which are proving ineffective) to journey maps that are driven by CX. This approach can transform a number of things:

More effective investments
As the example above details contact centers aren’t considering what it is the customer really needs and are instead being driven by trends of the industry, regardless of whether it is right for their business or customer. This is resulting in low returns and ineffective investments.

By being customer centric, considering customer intent and building customer personas using real data to map journeys you not only start to solve real challenges but also, become more efficient in the process. For many organizations well-executed, customer centric journey maps are seeing great returns with x10 year on year growth compared to organizations that don’t map their journeys.

Better routing decisions
With customer centric journey mapping comes the opportunity for better routing. Taking the customer data and personas that were used to build the customer journeys will make for more intelligent routing decisions.

How? By better understanding the customer and their needs you can match them to the most qualified and suitable agent that can resolve their query quickly and effectively both of which are two big drivers of contact center customer experience.

More cohesive experiences
As agents move across channels and platforms dealing with customer queries the journeys they take must be as seamless as possible. If the experience is confusing or difficult this will negatively impact the agent’s service delivery, the customer’s journey and ultimately the CX.

The same approach to customer journey mapping should be taken when mapping internal journeys, but, this time with the agent at the center. You might think this is contradictory to the entire blog post but hear me out: if you understand the needs and challenges faced by you agents to deliver CX you can find ways to fix them and drive better experience for both customer and agent.

The two journeys must come together and work cohesively and symbiotically or risk becoming disconnected and damaging the overall experience for everyone.

Start with the journeys that are most critical to your contact center and draw on the rich sources of data available to make them more relevant to your customers. By taking an outside-in approach will enable the contact center and wider organization to work more efficiently and effectively together and drive forward their CX promise.

 

[1]CCW: The Future of the Contact Center 2019

Through our expertise in Enterprise Consulting, Strategic Staffing, and Custom Software Development, Axim’s experienced team of enterprise technology architects and consultants work with some of the largest organizations in the world.  We thoroughly audit their current collaboration & customer contact technologies and cloud applications, help them pick the right options for their specific requirements, and identify opportunities for reduction of cost via carefully planned and executed enterprise-level standardization.  Learn more at https://www.aximglobal.com.

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