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Managing Customer Experience and Relationships. Don PeppersЧитать онлайн книгу.

Managing Customer Experience and Relationships - Don  Peppers


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      Customer experience journey mapping begins with customer experience (CX). When CX is done well, it can and should involve every aspect of the company—its strategy, tactics, investments, hiring approaches, products, and services, and how it creates and lives its brand promise. Companies who excel at CX are more profitable and enjoy significant competitive advantage.

       Blocked phone numbers (80%).

       Closed accounts (84%).

       Unsubscribing from email lists (84%).

       Deleted apps because of push notifications (82%).

       Unfollowing brands on social channels (86%).12

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      EXHIBIT 3.4 Customer Journey Mapping Goals

      As we discuss CX here, we are defining it as the totality of a customer's individual interactions with a brand over time. In other words, this discussion is about what a company can do to make the customer's experience better—not necessarily every possible thing that could happen to a customer, including the kinds of things outside the control of the company. It's about the experience that is intended for a customer at an individual and personal level more than the general experience received. Customer experience is therefore more about their “experience” and not generalized to the customer's world.

      But understanding customer experience should go beyond the aggregate of the company-controlled aggregate of CX. This is about the actual—real—customer journey solely from the perspective of the customer. Some call it outside-in. In some cases, especially at the start of the customer's journey, the company has no idea that they are even being considered. This journey includes stages and activities that go beyond the company to partners and providers. If a company seeks to figure out how to deliver great customer experiences, the first requirement is deep self-awareness—awareness of what it is as a company, of its purpose, values, strengths, and weaknesses. Some companies use customer journey mapping to help put together the myriad puzzle pieces of their own company.

      Customer journey mapping (CJM)—or customer experience journey mapping (CXJM)—is a tool for envisioning, designing, and visualizing a holistic experience from the customers' point of view. It helps a company understand the customers' journey from their initial need for a company's product or service, to the way they research the competition, how they select a company, the purchasing process, using the product or service, and repurchasing or churning out.

      And according to Hanover Research, organizations most often use journey maps to guide leadership or strategy meetings and aid in decision making. A majority of respondents report journey maps help them increase customer satisfaction (95%), develop new products or services (92%), and identify gaps in communication touchpoints (91%).

      The goal is to help a company gain insights and understand its customers' journey (using service, sales and marketing materials, data, voice of the customer (VoC) and voice of the customer from the employee perspective, NPS and other qualitative survey results, etc.) to create visual maps based on compelling rational and emotional evidence.

      To create a great CX, a company must first understand the customer's experience. Like similar methods such as human-centered design and design thinking, journey mapping encourages collaboration and sharing. By getting everyone at the company on the same page to form the basis of a longer-term strategic plan to build customer value, it also educated and enables change.

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      EXHIBIT 3.5 A Sample Customer Journey, Mapped

      Source: East Bay Group, 2021

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      EXHIBIT 3.6 A Sample Customer's Decision-Making Process

      Source: East Bay Group, 2021

      Using CJM, a company can create the basis for actionable, repeatable documentation of each customer group as they interact with the company from start to finish.

      What Is Not Customer Journey Mapping?

      Many people mistake journey mapping for an inside-out view of their interactions to a customer, not taking into account that the customer is actually doing many things invisible to the company or not actually seeing that outbound lob that a company is pushing out. Many companies also focus on their email or Web sites—the easiest place to track a customer. That results in seeing a digital clickstream that shows the company where its customers move around its mobile or digital properties. Unless that's the company's only way of interacting with its customers and vice versa, then it only sees a portion of the big picture.

      CJM is also not looking at a company's database using analytics around aggregate performance or response metrics. Remember, customers are feeling beings who can think, and mapping will need to evaluate emotional elements as well as rational.


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