If you want to ensure that your customers are having the optimal experience, you’ll want to carefully map out their journeys. Anyone can implement journey mapping, but it’s definitely not simple. Genesys has a dashboard that provides information to assist you in creating customer journey maps which can better prepare your business for success. Besides just improving the customer experience, journey mapping has quite a few other benefits to offer your business. Just to name a few, journey maps allow you to:
- Bridge the gap between sales, marketing, and operations –This breaks down the siloed approach to business
- Better understand your customers – Allows you to predict customer behavior
- Build an emotional connection –This gives you ideas for the type of marketing content that will appeal to your customers
- Identify key issues – You want to fix the problems that have arisen in the past to prevent them from happening again
- Defining clear goals – Once you establish what has gone wrong in the past and what your customers want, you can define your business goals for the future
- Reducing costs and driving sales – You can optimize your customer service to save money in key areas and where to spend more on marketing to drive sales
So how do you get started? Genesys has tools that enable you to make customer journey maps, but it’s not necessarily easy to use. If you want to make the most of your journey maps, you’ll want to avoid common pitfalls and follow these tips:
Follow an “Outside-In” Approach: When you’re creating your customer journey map, you want to build it from a customer’s point of view rather than from an internal business point of view. Use the customer’s experience as the foundation of the journey map and think about what the customer does. Part of the process involves building personas if you cater to different types of customers. Key features to include in your personas are:
- Background – List age, location, social, relationship/marital status
- Desires and motivations- What do the customers need? Why do they want what they want?
- Behavioral and Consumer Habits- Characterize their previous buying behavior and determine where they find information
Incorporate Performance Indicators: In order to get the benefit of identifying issues and finding solutions, you need to make sure you include KPIs in your journey maps. This will give you the evaluative framework that allows you to take your journey map and actually act in accordance with the research. Quantitative and qualitative research can be pooled together to build out these areas and can help you measure the current success of your customer experience. Some of the metrics that you want to include are:
- Net Promoter Score (NPS) or other customer loyalty measures
- Customer Satisfaction Measures
- Quantitative assessments of the primary emotions your customers are experiencing at specific stages or touchpoints in their journey
- Measures of effort
Include All the TouchPoints: The core of the journey map is just that – the journey. That means you need to walk through the customer experience and include all the touchpoints involved in the process of a sale. Remember that the process starts earlier than you might think. Include the initial steps that allow customers to learn about your business as well as the post-sale steps that keep your customers coming back. Look for major and minor touchpoints, all of which add to the overall customer experience. You’ll want to distinguish between onstage and offstage touchpoints too. Onstage points include things like talking to a salesperson, while an offstage touchpoint is something behind the scenes, like internal communication.
Leverage the Genesys Agent Desktop: As you’re mapping your customers’ journeys, don’t forget to use the information from the Genesys agent desktop. This will display the customer’s previous experience so you can use their history as you determine the path they take to buy. By using the desktop, agents can understand how and what the customer arrived at where they are, bringing the agent closer to that person to make the experience more personal.
Track and Report: With the omnichannel experience, the customer has the power to choose how and when they want to reach out. One customer might prefer email, while another prefers the phone – their specific preferences are all part of their persona. With Genesys workforce management tools, you can schedule the right skills for the specific persona at the exact time they are expected to make contact. It’s important to use all this data when creating your journey maps so you can personalize them for different types of customers.
Create a Consistent Experience: Regardless of what channel the customer uses, you want their interaction to be seamless. That involves making sure they have the opportunity to reach out with their preferred channel, without sacrificing their level of service. They should be able to simply choose what appeals to them – they don’t have to worry about functionality or experience because all channels are created equal. As you create your journey maps, this should always be guiding you as you determine when and how a customer will interact and how that moves them closer to buying.
Understand and Improve: You want to do more than simply map the journey – you want to take that map and create a better understanding of the customers’ processes and improve your business’ action plan to facilitate more sales. We like to use the 80/20 approach, which involves identifying the level of importance for all the touchpoints and then focusing on the most important ones first. We’re not saying that you should forget about the items of lower importance, but you want to prioritize them according to their level of impact on the customer journey as a whole.
How Miratech Helps
At Miratech, one of our core values is “know our client and listen”. Part of knowing our clients is delving into their customers’ experiences and making them our customers as well. We strive to understand their patterns, behaviors, likes, and dislikes so that we can create the optimal journey and implement the necessary technology to make this journey a reality. By implementing the right Genesys tools and training your team on how to use them effectively, we ensure your long-term success.
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