Bridging the Broken Pieces of Customer Experience
The script has been flipped. Today, customers have total control of the buying process, and many traditional beliefs about customer loyalty and the sales funnel are obsolete. Because of these seismic changes in the customer relationship, marketers need instant and complete visibility into all the ways customers touch their businesses — from the time they express interest in a product to actually purchasing and using the product — in order to understand how the business is performing.
The best way to achieve this level of visibility is to work toward a customer experience-driven marketing strategy to orchestrate the largely disjointed, anonymous set of customer activities into a single, measurable process – starting with mapping the journey each customer takes with your business.
Understanding the Customer’s Journey
Companies everywhere are doing journey mapping, but it usually consists of post-it notes stuck to a wall. This methodology isn’t nearly good enough. Traditional journey mapping identifies the broken parts of the customer’s journey, which is good. But, the post-it-note-on-the-wall approach doesn’t make any progress towards reconnecting the broken pieces, and traditional journey mapping is typically anonymous, so the company doesn’t know which customers out there are being affected. Businesses need to take the next step and take the journey map and turn it into a real “Customer Lifecycle,” where each step on the customer’s journey is mapped and measured. Companies today need to recognize that it’s critical to bridge the broken pieces of the customer’s journey to create a singular, positive experience for the customer.
Bust Silos to Create a Consistent Customer Experience
Companies need to bust all the silos within their walls and, instead, look at themselves through the lens of the customer. The customer doesn’t care that the Web division has different processes than the call center. The customer sees the company as one single entity and expects the company’s left hand to know what the right hand is doing. Customers expect the call center associate to be able to see their profiles on the company website.