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Customer Journey

Mapping the customer journey has long been an element of marketing.  Considering each step of the process from customer acquisition to payment, fulfilment and ongoing customer service.  Historically, the process has been quite linear, often involving telephone calls and, in some cases, letters sent in the post.

But the communications process has become a lot more complex and a great deal harder to navigate.  For example, a customer may move between different communication channels – email, telephone, SMS (text messaging), social media, web chat, app, web site, etc.

One interesting aspect of the customer journey today, is the ability to pre-empt the customer requirement, for example, if you know the customer is waiting for a delivery, use the GPS on their smartphone to make sure the customer and delivery driver are heading to the same place.

StableLogic’s customer journey mapping takes into account all of these possible options and not only considers the customers options today, but their potential routes in the future.

Customer Journey Mapping

The starting point of a process is to understand how customers are currently communicating with an organisation and if it is their preferred route.

Research shows that for most consumers, the telephone is their least preferred route to communicate with an organisation.  For business, telephone is typically the best expensive route.  But the contact centre is the default choice for the majority of businesses.

In order to address these challenges, we would typically undertake the following steps:

  1. How are the businesses customers / potential customers?
  2. How do they communicate with the business today?
  3. Have they tried other communication options?
  4. How would they prefer to communicate?
  5. Would they act differently with other options, e.g. purchase more or less?
  6. How much does it cost the business to service each communication path?
  7. How could the service be transformed?

 

The objective at the end of this process is to develop a number of communication options, to consider their impact on the customer experience, their costs / additional sales and ultimately, how they would change the business.

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Customer Experience Consultants

  • Communicating with customers is more complex than ever.  Businesses can no longer decide on their own how they communicate, customers decide using social media and online collaboration sites.  Apps, social media, digital market and consumer sites such as TripAdvisor all add to the communication complexity.

    The opportunity from effectively taking advance of these different communication opportunities is huge.  Customers can be impressed, excellent customer service delivered and sales increased.

    The risk however is equally large.  Customers communicating about your organisation without your knowledge, customers being ignored, complaints being read by potential customers but not by you.

    StableLogic are a consultancy company that can help you address these challenges and to create an outstanding customer experience.

  • The customer journey is the beginning to end process of a customer interacting with a business.  For a typical business there are multiple touch points with their customer.

    A customer may conduct initial research on Google.  Then perhaps view the web site of the organisation.  Customers openly search social media and web sites for reviews, complaints and comments.  They place online orders or telephone the contact centre.  Changes to an order may be made by email or web chat.  Finally, reviews and comments on social media are quite common.

    Trying to effectively manage this entire process, deliver for customers, pre-empt their needs and grow business is quite a challenge.  StableLogic are expert consultants in effectively delivering the communications customer journey.

  • Social Media is a critical part of any modern communication strategy.  Almost every organisation uses social media for marketing purposes.

    But social media isn’t just a marketing opportunity – it’s a critical communication path between you and your customers.  StableLogic encourage organisations to think about social media as just as important communication channel the telephone or email.

    StableLogic are not a marketing consultancy, although we do have marketing skills.  We advise clients on creating effective customer experiences, this typically includes using social media.

  • Apps are a critical part of many organisations customer communication strategy.  An app can just be a marketing tool or it can be an integral and effective part of a customer communication strategy.

    Unlike the start of a simple telephone call, an app can know a lot about the customer – their location, personal details, preferences and past sales history.  With this level of detail, an effective application can transform the customer experience – and customer satisfaction.

    Businesses has often wished they could anticipate their customers’ needs before they do.  Other companies have wanted to proactively support their customers.  With an effective app strategy it is possible to meet these objectives and have a dramatic impact on business performance.

Next Steps

  • Completely independent and impartial
  • 20+ years experience
  • Household name clients
  • Specialising in UK and Multinational clients
Contact StableLogic